Square Roots Festival is an annual festival held in the Lincoln Square and Ravenswood neighborhoods of Chicago that focuses on beer, food and live music.
Page One was retained to handle public relations for the festival, which is held annually in the summer in Chicago, and to generate buzz about all that the festival has to offer.
With numerous outdoor summer festivals taking place in Chicago, Page One was challenged to identify what made the Square Roots Festival unique and compelling.
Rather than pitching the media about the Square Roots Festival overall, Page One crafted story angles that augmented specific festival elements that distinguish it and directed these to specific media aligned with those topics. Pitch angles included the festival music, kid-friendly components, craft beer offerings and intriguing food providers. The comprehensive strategy ensured that different target groups would be motivated to attend.
Square Roots has been featured on every news station in Chicago and Page One has secured between 75-150 million impressions for the festival each year. Because of the strong media results, Page One has been retained as the agency of record for the past five years of the festival.