Theme Park Connection selected Axia Public Relations to provide public relations counsel and services for the sale of a unique home: a replica of Disneyland’s Haunted Mansion. With goals of increasing awareness for its brand and traffic to its website, along with brand-building and increasing foot traffic to its Winter Garden, Fla. retail store, Axia developed a media relations plan which was implemented for just 30 days. Axia’s public relations approach included pitching newsroom contacts, TV morning news shows and the news media in relevant geographic markets across the nation. During the October campaign, Axia generated more than 200 news stories which added up to $8 million worth of earned media coverage for the home listed at $873,000.
Orlando-metro-based Theme Park Connection selected Axia Public Relations to provide public relations counsel and services for the sale of a Duluth, Ga. home that is a replica of Disneyland’s Haunted Mansion. The replica home was listed for sale at $873,000. Theme Park Connection wanted to utilize its largest collectible to date as a way to increase awareness for its brand and increase traffic to its website and foot traffic to its Winter Garden, Fla. store.
Axia Public Relations developed a public relations plan designed to establish earned national media coverage, which also utilized the buildup to Halloween, for the company and the replica home. Axia’s plan included a national media relations campaign that would end on Halloween.
Axia pitched its newsroom contacts across the nation, including morning shows and the media in the markets relevant to the campaign: Atlanta, Orlando and Los Angeles. Axia’s expertise and relationships helped the firm in pitching more than 200 contacts and media outlets. Axia followed up with its contacts throughout the campaign and developed new contacts on behalf of its client.
Between Oct. 1 and Halloween (Oct. 31), Axia Public Relations generated more than 200 positive news stories to help contribute to its newfound success.
The campaign generated coverage among major news outlets like The Atlanta Business Chronicle, Atlanta Journal Constitution, Bankrate.com, CNN’s HLN, CNN Money, Forbes, The Huffington Post, The Los Angeles Times, MSN Real Estate, NBC’s Today Show, The Orange County Register, The Wall Street Journal and more than 100 local TV network affiliate stations covering the story.
This case study included $8 million of AVEs, at Axia we prefer better metrics to show the value of earned media coverage. Check out why you should stop using AVEs to measure earned media coverage.