Case Study
Alliance for California Traditional Arts
Overview
PREM PR & Social was selected by the Alliance for California Traditional Arts (ACTA) to build awareness and drive attendance for the inaugural Great Valley Gathering, a free, three-day festival celebrating the cultural traditions, artists, and communities that make California’s Central Valley unique. Presented in collaboration with the Smithsonian Folklife Festival, the event was selected as one of approximately 40 gatherings nationwide for the Smithsonian’s “Of the People” initiative, commemorating the nation’s 250th anniversary. As a first-time festival bringing together diverse cultural traditions across a broad geographic region, the Great Valley Gathering needed a comprehensive communications strategy to establish awareness, generate media coverage, engage new audiences, encourage community participation, and respectfully share the message of the event.
Scope
Deliverables
50.9M
Media Impressions
185K+
Views Across Influencer Collaborations
8,000+
Attendees
100+
Organic Posts and Tags Shared By Attendees
Results
With only two months to launch the inaugural Great Valley Gathering in Fresno, PREM delivered an integrated event PR and marketing campaign that reached audiences across the Central Valley. As a California PR agency experienced in event promotion, we moved quickly to pitch the festival’s national significance and Smithsonian partnership, securing 24 media placements, including coverage in Spanish-language and Hmong outlets. We also coordinated media engagement for the opening ceremony, which featured U.S. Rep. Jim Costa, Fresno City Councilmember Miguel Arias, and rapper Fashawn. Multicultural marketing was central to the campaign’s success. By partnering with influencers from Latino, Hmong, and Korean communities, we connected with Central Valley audiences in a voice they trust, earning more than 185,000 video views. Combined with targeted social media advertising and TV commercials, our event marketing strategy generated over 50.9 million media impressions. The result was a first-year Fresno festival that drew thousands of attendees, sparked organic social buzz, and earned glowing feedback from the client, community members, and influencers alike.
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