How a store chain and a pop singer drove interest in a wellness festival
Kroger and Grammy nominee Jewel, co-founders of the Wellness Your Way Festival, joined forces to publicize the three-day event in Denver through focused promotions.
It’s important to see the big picture without forsaking the particulars.
Dunn Pellier Media was tasked with driving 1 billion impressions in total for the 2019 Wellness Your Way Festival (WYWF), a three-day health and wellness festival, co-founded by Kroger Co. and singer/songwriter Jewel.
The attention to both the forest and the trees helped Dunn Pellier Media take home top honors for “Best Event Promotion” in PR Daily’s 2020 Digital Marketing & Social Media Awards.
Because wellness is a universal concern, Dunn Pellier Media emphasized the festival’s accessibility, inclusivity and affordability. It also highlighted—with emphasis geared to the media outlet—Jewel’s commitment to mindfulness, as well as her celebrity status and musicianship.
Overall, Dunn Pellier Media solidified 200 pieces of coverage with 1.51 billion online readership, 5.39 million estimated views overall, and 4.21 million reach on Instagram stories. Top press hits include Yahoo, In Touch, Life & Style, Buzzfeed, Extra, and Fox 31 Denver. (The 2019 event was held in Denver.)
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