Sand Dollars

15,000 extra tickets sold is music to our ears.

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National Public Relations
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Event Marketing
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Media Buying


Earned Media Value

1.8 million

Website Page Views


Room Nights Booked

56 Bands. 45,000 Music-Lovers.

They came from 30 states, booked 4000 room nights and spent $2.99M before heading home.

In 2010 DeLuna Fest was a new 3-day festival created as “The Original Beach Party” to help promote tourism on local beaches. The event was scheduled for the weekend of October 16, 2010, and DeLuna Fest creators needed help branding and promoting the new event. Ideawörks was brought on board by Five Flags Tourism Group to develop and execute a comprehensive public relations campaign. Goals of the campaign were to drive ticket sales to help reach festival attendance goal of 30,000 attendees, to brand the festival in its inaugural year and to drive lodging bookings and bring business back to the area after the BP oil spill.

In addition to $40,000 in paid ads, Ideawörks was able to garner $89,885 in bonus, unpaid TV and radio ads.


Within a few days, a public relations campaign was launched that included media pitches, news releases, a digital media kit and a unique “Campus Invasion” tour to creatively reach the college aged audience in key feeder markets. Ideawörks helped to negotiate major sponsor Sam’s Club and developed the national news release that Sam’s distributed. Documented, unpaid “earned” media coverage included MTV News, Billboard Magazine, Rolling Stone, Newsweek and countless others. Local and regional media coverage was widespread. DeLuna Fest organizers also contracted with Ideawörks to plan and buy television, digital and radio schedules.