Kick Start puts the spotlight on 5th annual Eye on India Festival
Eye on India is an annual literary and cultural festival that presents the very best of contemporary Indian art, literary and cultural forms to local audiences in the U.S. The Eye on India program includes a mix of art exhibits, debates and discussion panels, cultural performances, and collaborations with local artists and groups with its flagship festival in Chicago, and smaller festivals in San Francisco, Seattle and Boston.
Previous festival PR had been lackluster, so Eye on India approached Kick Start to design a PR campaign that would capitalize on the 5th annual festival, broaden awareness to mainstream arts patrons, and spotlight the five biggest marquee events planned—including the opening night gala, Chicago’s first foray into International Day of Yoga, and the year-long “Zero Waste Sari Project” with Columbia College Chicago.
Results: Chicago PR coups included a 2-page feature (“India Arty” by Hedy Weiss) in the Chicago Sun-Times, two interview segments on Chicago Public Radio, and a full morning of “Around Town” segments on WGN TV. Additionally Kick Start secured stories and listings in suburban outlets since Festival events were hosted in the suburbs as well, and in the ethnic media outlets including weekly coverage in Desi Talk, Hi India, India Times and TV Asia. Total viewer impressions for festival coverage exceeded 81 million impressions.
Kick Start worked with local literary and arts festival founders to broaden its audience of mainstream arts patrons. A PR/media relations campaign leveraged 5th anniversary, institutional partnerships and marquee events.