Firework Awareness and Safety Campaign
Media Mentions Generated
Mill In AVE
Through the dissemination of press releases, Phantom Fireworks was able to build media presence. The releases shone a light on the company itself and the industry as a whole during the post-pandemic holiday season. The strategy encouraged organic conversations and buzz amid shifting news cycles, helping to generate interest about firework safety amid the pandemic and protests.
To accompany our earned media efforts, Sinclair PA utilized existing connections in the media, alongside custom list creation, in order to identify and communicate with key personnel. We were able to deliver a broad and comprehensive message in Phantom’s key markets across the country via a blend of television, print, and blogs. Of the 700+ mentions that came as a result of the releases, many were quality, high profile stories that reached extensive audiences nationwide.
Our firm assisted the Phantom Fireworks team in building suggested social media content, including copy and graphics, to complement the narrative of ‘pandemic firework safety.’ While the Phantom team focused on marketing and promotional efforts, Sinclair PA was able to support in building the narrative and disseminate strategic messaging.
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.