earned media stories
average story publicity value
minutes of airtime
The Buffalo Museum of Science was preparing to host Antarctic Dinosaurs: The Exhibition, an immersive experience that travels the country showcasing never-before-seen dinosaurs. Our team provided a roaring media relations strategy to build pre-opening day buzz and maintain media coverage for the duration of the February through September 2022 exhibit run.
Our plan included multiple pitches, press releases, hard news announcements, and email contact. Efforts were focused on the Buffalo, NY market, and secondary audiences in outer ring suburbs and towns. The push for earned media was paired with paid media buys in print, television, radio, and display ads on targeted websites. Driving community engagement throughout the exhibit’s final weeks, we collaborated with a favorite local sweet shop, Churn Soft Serve & Coffee, to hold a one-day event that included an ice sculpture of a larger-than-life-size dinosaur as well as a limited-edition sundae that came with a $5 discount to the exhibit.
Over the course of eight months, our media strategy resulted in 19,982,392 paid and earned impressions and an estimated $63,732 in earned media publicity value for the Buffalo Museum of Science.
Images are courtesy of Onion Studio.