Strategy

The Maroon PR (MPR) team worked alongside the Sport and Entertainment Corporation of Maryland and the Office of the First Lady of Maryland, Dawn Moore, to execute a comprehensive earned media strategy and influencer campaign to generate buzz and drive attendance for the inaugural Preakness Festival 150 (PF150). Work began in December 2024 with the coordination of a press conference announcing the Festival, which was well-attended by media and generated strong initial coverage across the region with 109+ media hits.

As the excitement for PF150 grew, MPR led earned media outreach to secure coverage with top Baltimore and DC outlets across TV, print, and digital platforms (e.g., WBAL, WJZ, WMAR, FOX 5, NBC4, WTOP, Baltimore Business Journal, The Baltimore Banner, The Baltimore Sun). Highlights include a Baltimore Sun Op-Ed from First Lady Dawn Moore, multiple in-studio TV segments and Baltimore media tour with DJ D-Nice, among other efforts that resulted in 445+ media hits (March-May).

Maroon PR also executed an extensive influencer campaign to complement media efforts. With a dedicated budget of $30K, MPR identified and secured influencer partners across lifestyle, culture, and entertainment categories, providing them with creative assets, coordinating attendance at Festival events, and providing additional support for creators to generate authentic social media content and engagement across platforms.

Results

• Secured over 445 media hits from March to May 2025, plus 109+ hits from the initial December 2024 press conference.

• Generated coverage across major Baltimore and Washington DC outlets, including TV, print, and digital platforms such as WBAL-TV and radio, FOX 5, NBC 4, WTOP radio, the Baltimore Business Journal, The Baltimore Sun and the Baltimore Banner.

• Facilitated high-impact moments such as a Baltimore Sun op-ed by First Lady Dawn Moore, a Baltimore media tour with DJ D-Nice, a Washington D.C. media tour with First Lady Dawn Moore and a well-attended influencer lunch with First Lady Dawn Moore.

• Executed a $30K influencer campaign that engaged lifestyle, culture, and entertainment creators to boost social media visibility and drive event attendance. The partnerships resulted in over 250 social media posts spanning three months.