Castle promoted the official inaugural events of the Rose F. Kennedy Greenway, Boston’s new mile-long urban park, in October 2008. Following this wildly successful event that achieved national press coverage, The Rose Fitzgerald Kennedy Conservancy, the organization that manages the Greenway, engaged Castle to promote its 2009 Family Play Day… just two weeks before the event.
Scheduled for the day before Mother’s Day, this series of free events included puppeteers, diverse musical performances, crafts and fitness activities. While the event was an ideal opportunity for families to enjoy Boston’s newest outdoor space and to participate in a free day of fun, the tight turnaround time, and the ability to attract attention during the busy Mother’s Day weekend, called for swift, targeted action.
Castle focused efforts online, including outreach to local bloggers and top “tweeters” to get the word out. With coverage on popular blogs like Boston Family Life and Boston Mamas, complemented by online coverage from Boston.com, Bay State Parent, Wicked Local Parents and others, the campaign, which began just 14 days before the event, drove 3500 people to attend.