Case Study • Media Relations

One Yellow Rabbit’s High Performance Rodeo

When the rabbits ask you to come play, you don’t say no.

For thirty-three years, the High Performance Rodeo has welcomed audiences looking for something wild - heating up Calgary with dozens of notable and international acts smack dab in the middle of cold January.

Shrinking market. Big spotlight.

Being the first show in town after Christmas means smart marketing and well-timed media coverage is vital to stir people from their winter slumbers and get to the theatre. HPRodeo approached Shareworthy to revitalize the media relations strategy for the festival and increase festival coverage in a market with fewer traditional media outlets than ever before.

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 A record-breaking Rodeo.

Three riotous weeks of theatre, spoken word, dance and community events later, we’d accomplished a pretty cool feat: we welcomed a record number of attendees to the festival - over 18,000 individual tickets (best in over a decade) via a media relations campaign well-integrated into an overall markeing strategy that garnered over 150 individual pieces of media coverage.

“Gifted, agile, and highly effective, Alex is a powerful asset to any team. With intelligence and keen imagination Alex tackles the challenges lurking in the quick-changing

media environment. Extreme competence does not often come with such humour and grace. Diligence does not accompany elan, yet Alex is the full package. We have been happy to partner with Alex on many projects and are keen to work on more. Blake Brooker, Artistic Director, One Yellow Rabbit & High Performance Rodeo”

— Blake Brooker, Artistic Director, One Yellow Rabbit & High Performance Rodeo