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Case Study
Saratoga Performing Arts Center
After two successful seasons promoting the Saratoga Performing Arts Center (SPAC) – the summer home of the New York City Ballet, The Philadelphia Orchestra and Chamber Music Society of Lincoln Center and host of Saratoga Jazz Festival – RDPR devised a collaboration between SPAC and the City of Saratoga Springs to develop and implement a publicity campaign to promote Saratoga Springs as a cultural tourism destination to national and international arts, culture, travel and music media. While SPAC was the cornerstone of the campaign, the collaboration with the City of Saratoga Springs – as well as with New York State Parks and the Chamber of Commerce – allowed us to broaden the scope of our outreach to encompass other cultural institutions including Skidmore College and Yaddo as well as the Racing and Automobile Museums and local small businesses, restaurants and hotels.
Scope of Work
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RDPR positioned SPAC as the cultural cornerstone of Saratoga Springs in outreach to national and international media of all types. We invited music, culture and travel journalists to Saratoga Springs to cover the experience of being in this spectacular place, encouraging audiences to travel to Saratoga Springs to do the same. Targets included journalists and outlets throughout the country and around the world with a focus on northeast regional press in New York City, Montreal, Philadelphia, Boston, Rochester/Syracuse/Buffalo, Portland, Providence and Ottawa.
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RDPR worked closely with SPAC and summer resident companies New York City Ballet, Philadelphia Orchestra and Chamber Music Society of Lincoln Center to craft stories about newsworthy programming and artist appearances.
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We fostered relationships with cultural institutions within Saratoga Springs to pull together itineraries for journalists interested in covering the cultural scene in Saratoga Springs, including visits to SPAC as well as to local museums, small businesses and restaurants with stays in boutique hotels.
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We promoted SPAC’s President and CEO Elizabeth Sobol as a thought leader in the performing arts uniquely gifted at articulating the relevance and vitality of the arts in the human experience.
Results & Metrics
RDPR’s successful collaboration with SPAC – and the City of Saratoga Springs – to promote Saratoga’s thriving arts and culture scene led to features and mentions in:
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BBC Music Magazine, Musical America, Downbeat, Monarch, OffMetro, Stay Thirsty & Daily Blender
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Tampa Bay Times, Indagare, Luxury Travel, Travel + Leisure, Allegiant Airlines’ Sunseeker Magazine, TripSavvy & Travel Addicts
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The coverage resulting from this initiative reached a combined audience of 466 Million with an estimated 781k coverage views and 13k social shares.