In 2013, the iconic Flora-Bama beach bar — in conjunction with the Perdido Key Chamber of Commerce — decided to host a beach festival to raise money to pay for health care for Gulf Coast musicians without insurance. Shindig on the Sand, as the event came to be known, featured three days of music performed by more than 70 bands on five stages. The Flora-Bama hired Ideawörks to help promote this first-year event.
We began our work, as we always do, with some serious fact-finding. We mined the market research to identify our target audiences and, from there, determined the best geographical markets upon which to focus our efforts. Creating a detailed PR strategy, we mounted a multichannel media blitz — targeting journalists in print, online and broadcast media with story pitches tailored to their individual interests.
The Shindig on the Sand PR campaign was a crowd-surfing, guitar-smashing success — resulting in unpaid mentions in hundreds of traditional and online media across the U.S. and beyond. Our favorite part of this gig, though, was helping some of our favorite musicians receive better medical care.
That’s something that’s truly priceless.
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