Phantom Fireworks

Firework Awareness and Safety Campaign


Phantom Fireworks



Awards & Mentions

  • Hermes Creative Awards
  • MarCom Awards
  • Tier 1 Media Mentions


  • Strategy
  • Media Outreach
  • Social Media

Phantom Fireworks

The leading firework distributor, Phantom Fireworks, approached Sinclair PA amid uncertainty around the impact of COVID on the 2020 holiday season. Sinclair PA suggested building a specific, strategic earned media narrative that established a message about safe personal firework use while adapting celebrations to a post-pandemic America and continued our work through the 2021 season.

Strategies and Tactics

The Phantom Fireworks campaign strategy included comprehensive three-step outreach to various earned media outlets which would help build overarching messages leading up to the Fourth of July. To accompany this outreach, the Sinclair PA team working with the Phantom Fireworks social media team, creating a comprehensive messaging strategy and assisting in content creation for the duration of the campaign.


Media Mentions Generated


Sales Increase


Mill In AVE

Our Implementation

The Results

AVE metrics reveal that Phantom would have had to spend $281.3 million on advertising to achieve the same media coverage from a single release.

With Sinclair’s help and implementation of the strategic earned media push, the Phantom campaign was a resounding victory.

The 2020 campaign resulted in Phantom increasing sales 115% from the 2019 Fourth of July. In turn, Phantom had one of their best years in history, despite challenges presented by the COVID-19 pandemic. The following season, our earned media push generated over 2,000 mentions regarding Phantom published throughout the duration of this campaign. Mentions from CNN, Yahoo, Web MD, USA Today and People were the direct result of press releases disseminated by Sinclair PA.