Media Relations
Industry: Tourism
Target market: History enthusiasts, school groups and educational institutions, families, travelers and tourists, local and regional residents, special interest groups such as reenactors, history clubs and historical societies
In May 2025, Fort Ticonderoga commemorated the 250th anniversary of the Continental Army’s pivotal 1775 victory, the first colonial triumph of the Revolutionary War. With high-profile attendees including Congresswoman Elise Stefanik and the America250 board, the site aimed to spotlight its historical significance on a national stage. The Baker Agency was tasked with elevating awareness and driving visitation through robust local, regional and national media coverage.
The Challenge
Fort Ticonderoga’s remote North Country location limited media market access and posed logistical difficulties for national outlets; media relations efforts were restricted to a tight, two-month window before the summer season; and national awareness was limited, especially following the highly publicized Lexington and Concord commemoration.
Our Approach
To overcome these hurdles, The Baker Agency developed comprehensive media lists targeting local, regional and national outlets as well as museums, historical groups, travel writers and influencers. A strategic cadence of media pitches, advisories and news releases consistently positioned Fort Ticonderoga in the media spotlight leading up to the event. The Baker Agency managed all media logistics for the anniversary weekend, providing on-site support and facilitating live national coverage.
The Results
These efforts resulted in prominent preview stories, including a feature in the Albany Times Union and multiple media and podcast appearances. The Baker Agency delivered three days of on-site live coverage and stories on FOX News’ national network, secured strong regional presence with area media at the kickoff press conference and achieved coverage across all Burlington/Plattsburgh outlets and nearly every Capital Region outlet. Notably, the marquee “No Quarter” nighttime reenactment sold out completely and overall media coverage generated millions of dollars in value, bolstered by FOX News segments and article syndications.