- January 3, 2025
As the agency of record for the Chestnut Hill Business District, En Route attracts new audiences leveraging the neighborhoods’ diverse events, most notably, the Harry Potter Festival. In 2016, this organic fan festival garnered global attention and shattered attendance records after En Route’s communications strategy generated international exposure. Understanding the power of viral marketing, we worked with a local destination marketing organization (with a highly followed blog and social media platforms) to break the news about the expanding festival. The initial announcement was followed by a regional broadcast media blitz (securing festival previews, human interest stories and executive interviews), a social media campaign (inserting the destination and event into conversations surrounding the series), and national media outreach (ensuring accurate coverage and brand driven messaging). Results from this purely organic campaign included driving more than 40,000 visitors to the destination (an estimated 14,000 visitors attended the previous year), coverage in 100+ outlets across the globe (including Teen Vogue, Travel + Leisure, Newsweek, TIME Digital and BBC News) and more than two million social media engagements.
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