Who is your client and what were its media goals?
Kelly Drinkwine: The City of Palm Desert hosts [the] "Art of Food & Wine," a unique four-day celebration. They turned to us this year to generate excitement for the second annual event, through regional and local media - including print, television, radio, and online.
What made Palm Desert's NBC affiliate KMIR a good platform for the Art of Food & Wine? How did you pitch the producers there?
Drinkwine: KMIR has a great local reach, covering all of the Coachella Valley, including Palm Desert and Palm Springs. While the station had done some limited coverage of the first festival in 2006, we pitched their morning show producers on the concept of an enhanced series of segments in 2007, offering KMIR access to festival participants in advance of the events.
How were logistics of having live remotes from the event handled?
Drinkwine: Each of the three live remotes - the art gallery, bar, and kitchen - were planned ahead to ensure that everything was ready to go. KMIR reporter Tina Patel appreciated having ready-made content; she and her crew arrived each day knowing a story was waiting.
Did you media train the event's organizers? How did you help KMIR to prepare for its coverage?
Drinkwine: We worked on key messages with all participants so they were comfortable talking about the event live and [so that] messaging was consistent. The event has many moving parts. Each segment posed the opportunity to share with viewers the experiences awaiting them.
What was the impact of the hit?
Drinkwine: KMIR not only aired morning segments the day before and the first two days of the event, but also repeated many of those stories during other newscasts throughout the day. These crucial morning hits, combined with the other coverage we secured, led to increased ticket demand and helped double the previous year's attendance.
Name: Kelly Drinkwine, account supervisor, KemperLesnik (Chicago)
Placement: KMIR-TV (Palm Desert) November 7-12, 2007
Pitch timeline: Six weeks