Media Relations, Influencer Marketing
Industry: Live Entertainment
The Challenge
Feld Entertainment, the worldwide leader in live family entertainment, produces some of the most recognizable touring shows in the world, including Disney On Ice, Ringling Bros. and Barnum & Bailey and Monster Jam. To maximize show attendance and community engagement in the Capital Region, Feld Entertainment partnered with The Baker Agency to support media relations and influencer marketing for its 2025/2026 Albany performances at MVP Arena.
Our Approach
The Baker Agency served as Feld Entertainment’s local public relations partner, developing media strategies and coordinating interviews, broadcast appearances and feature stories for all three shows. Our team leveraged long-standing relationships with local television, print and digital media to generate consistent earned coverage while coordinating on-site media opportunities that showcased each production through interactive and engaging segments with performers at MVP Arena.
Ahead of the Ringling Bros. and Barnum & Bailey touring stop in Albany, The Baker Agency spearheaded a special performance for pediatric patients and their families at the Bernard & Millie Duker Children’s Hospital at Albany Medical Center. The event was coordinated in partnership with Ronald McDonald House Charities of the Capital Region and was attended by several members of the media.
To complement traditional media outreach, The Baker Agency executed targeted influencer campaigns for Disney On Ice, Ringling Bros. and Barnum & Bailey and Monster Jam. Working with trusted family-focused and lifestyle creators across the Capital Region, we developed authentic content before, during and after each event, including ticket giveaways, reels, stories and behind-the-scenes experiences. Across the three campaigns, influencer collaborations reached more than 419,000 combined followers, expanding awareness among families actively seeking local entertainment.
The Results
The integrated media and influencer strategy delivered strong visibility for all three touring productions. Media outreach generated 50 earned placements for Disney On Ice, 51 placements for Ringling Bros. and Barnum & Bailey and 41 placements for Monster Jam, reaching a combined potential audience of more than 19 million and an Advertising Value Equivalency (AVE) of nearly $200,000 through local television, print and online media. Coverage included WRGB (CBS), WNYT and WNYA (NBC), WTEN (ABC) and WCWN (CW), helping keep Feld Entertainment’s productions top of mind for interested show attendees throughout each promotional campaign.
By combining strategic media relations with carefully selected influencer partnerships, The Baker Agency helped Feld Entertainment build excitement, extend its reach across digital and traditional platforms and connect with families throughout the Capital Region in advance of each live performance.