Olsen&Associates

Objective:

• Record-breaking Crowd of 175,000 at 25th Anniversary Great Reno Balloon Race
• Increase media exposure by securing at least three major media outlets from our drive markets
• Increase attendance in by 15 percent

Describe project:

With the 2006 event, we wanted to celebrate the excitement of the anniversary and promote auxiliary events to increase attendance and media coverage. The special-shape balloons are always a fan favorite so we created a special budget to bring back famous special-shape balloons from over the years. We also created a 25th Anniversary club so spectators could buy a limited-edition pin and be part of an exclusive fan club, offering special discounts around town. The media loved the tribute to past balloons and the news hook of the quarter-century mark. The auxiliary events presented additional opportunities for media pitches locally, regionally and nationally.

Outcome:

• Received coverage in the New York Times
• • Secured more than three media outlets from our drive markets
• • Increased attendance by 25 percent

The Great Reno Balloon Race received media coverage in the New York Times. The event also received coverage in more than three major media outlets from our drive markets, including the Contra Costa Times, Sacramento Bee and the San Jose Mercury News. In total, the Balloon Race received more than $1 million in media coverage of the 25th Anniversary event. Attendance at the 25th Anniversary Great Reno Balloon Race increased by 25 percent from 140,000 in 2005 to a record-breaking 175,000 in 2006. Saturday's Balloon Race crowd of 75,000 was the highest one-day attendance in event history.