Industry: Travel, Tourism, Sports & Entertainment
Butler County, Pennsylvania hosted the 2024 Can-Am Police-Fire Games, a multi-sport event featuring first responders from across North America. The Butler County Tourism & Convention Bureau partnered with The Baker Agency to drive awareness, participation and tourism engagement.
The Challenge
The region needed to increase awareness of the Games and position Butler County as a premier event destination.
This effort became more complex when a major national news event shifted media attention just before the Games.
Our Approach
The Baker Agency implemented a strategic communications plan that included:
- A consistent cadence of press releases and media advisories
- Targeted outreach to media and first responder organizations
- Adaptive messaging in response to shifting news cycles
- Partnerships with organizations like Special Olympics Pennsylvania
- Social media strategy guidance to boost engagement
Results
The campaign generated approximately 50 media placements with an AVE of $300,000.
Coverage spanned major outlets and trade publications, and the event was considered a success by organizers and participants. The Games positioned Butler County as a destination for future large-scale events.