Next in a Series on Award Winning Programs from the 2010 PRSA Del Oro Awards
El Bronce Award of Merit
Fiesta royalty events organized by The Order of Alamo and LULAC Council # 2 typically carry a hefty admission price. aMAEzing Marketing, Special Events, PR, Media Services and Entertainment found a way to allow ordinary people to witness the crowning of Rey FEO XLV Charlie Garza at a free public event during the 10-day San Antonio celebration in 2008 and increased attendance from 200 to 400 in 2009.
The Public Relations Society of America, San Antonio Chapter, recently awarded aMAEzing with El Bronce Award of Merit for the “Coronation of a King” media kit, which garnered front page coverage in the San Antonio Express-News.
Twenty-six year PR veteran and aMAEzing owner Mae Escobar assembled a stellar team consisting of Rudy Arispe, Torrie Bethany and Kendra Puente. Input from a committee of former kings and Cavaliers and hand delivering the regal media kit, a black folder with a gold embossed crest of the present and past Rey Feos, proved to be valuable tactics. The folder included a fiesta medal, press release, VIP access invitation, the Garza’s biography and a fact sheet on the El Rey Feo tradition.
Efforts paid off when the next day the San Antonio Express-New ran a front page story with the headline,”Fiesta fit for a king.” CBS affiliate KENS-5, Univision, local talk radio KTSA, Telemundo and local FOX affiliate KABB-TV were among the media outlets that covered the event.
By Irma Orozco, PRSA board member and community relations coordinator for CPS Energy