Texas Renaissance Festival Media Kit

The Texas Renaissance Festival (TRF) was looking for a new agency to help spread the word far and wide across the land: it was once again time for The Festival to come to town. Through some management changes and declining attendance, TRF was looking for an agency who could think outside of the renaissance box and increase the number of attendees for their 45th anniversary.
Playing the roles of town crier, jester and executioner, Satori got to work on a public relations strategy that would make heads roll! Knowing it’s not just about making the highest bid for airtime and billboards, we put our heads together and planned how to siege the realm of media. Instead of storming the castle, we employed courtly intrigue by giving them a taste of the King’s splendor.
The TRF team gave us the full run of the land to make an EPIC press kit. Our goal was to secure increased media coverage using an alluring press kit and to invite the community at large to spend their fall season at the TRF.
We forged an interactive kit that included both traditional and non-traditional components. The non-traditional elements included, a Knight’s helmet, a scroll scribed with the TRF press release, poseable medieval knight & steed action figures, delicious sweetbreads, and silver and gold coins (fake of course).
The press kits were such a success that town criers lauded them all across the corners of the internet. In total, 48 kits were delivered, 21 in-person by royal steed and 27 were shipped via wagon.
Our EPIC kits yielded, 146 featured pieces of immediate coverage, 1.16 MILLION estimated coverage views, and 280 MILLION online readerships.