Case Studies

Media Coverage – Brewz Crewz Craft Beer Festival

The organizers of Brewz Crewz Craft Beer Festival contacted us three weeks prior to their event, highly concerned because their advanced ticket sales were lagging behind last year’s numbers. They felt getting some media attention would be beneficial in boosting ticket sales and saving the event. Success was vital because proceeds benefit ElderPoint Ministries and the Downtown Lakeland Partnership.

We got to work immediately by researching ElderPoint Ministries. By learning more about the vast services the organization provides to senior citizens in this community, we were able to identify story ideas to pitch to media outlets. The results were great.

Kathryn Bursch, a nightly news reporter from 10 Connects, did a story on the food pantry and interviewed people who use it. This helped provide a face to the people who benefit from ElderPoint’s services.

Rod Carter, a morning news anchor from News Channel 8, also did a story on ElderPoint’s food pantry, but focused on the organization’s ability to get fresh fruits, vegetables and other perishable items that are about to expire into the hands of people who can use them. Here’s a video of the coverage.

Virginia Johnson, an entertainment reporter from Bay News 9, tackled the craft beer aspect in her On the Town segment by producing a story on Cigar City Brewing, a local brewer whose beer was available for sampling at the festival.

We also secured coverage from Polk County media outlets including The Ledger ,WLKF AM, Florida Southern College’s Southern News Network, and some local bloggers. Here is our Storify feed on all the coverage received.

The inaugural Brewz Crewz was in 2010 and attendance far exceeded organizers’ expectations when 1,100 people purchased tickets. However, attendance fell in subsequent years, with 900 attending in 2011 and 960 attending in 2012.

Thanks in part to television and radio coverage, tickets sales increased significantly for the 2013 event with 1190 tickets sold, which broke an attendance record.

Brewz Crewz organizers wanted to push VIP ticket sales and we did that through other media outlets at our disposal, such as community calendar sites and local news blogs that enabled us to post our message in our own words.


Lakeland, FL




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