Rockefeller Productions is an acclaimed creative and production company based in New York that offers bespoke, high-quality entertainment on a global scale. One of their productions, Pixar Putt, the ultimate pop-up, open-air mini-golf experience, arrived in Houston following a four-month run in New York City.
GOALS & OBJECTIVES
Introduce Rockefeller Productions’ Pixar Putt at Discovery Green to new audiences using public relations tactics
Secure media placements through strategic and creative pitches to select journalists
Identify influencers and like-minded businesses as potential partners
Create partnerships to drive new customers over the course of the experience in Houston
While Pixar Putt appeals to Pixar fans of all ages, the Houston market proved to be price resistant compared to the New York City market.
Discovery Green can experience tremendous foot traffic, but it is very much a planned destination for families that do not live in the area.
The built-in audience of employees working downtown declined since the Covid-19 pandemic with many companies working from home.
Ticket sales are almost entirely day-of purchases, which creates some challenges in planning, and are very much concentrated to the weekend days.
To kick off the launch of Pixar Putt in December 2021, The PR Boutique executed a thorough media relations and influencer outreach plan. Members of the media, along with a multitude of macro- and micro-influencers with engaged followings on social media, were invited to experience Pixar Putt as complimentary guests the week prior to its opening to the public. Once Pixar Putt opened, The PR Boutique was tasked with sustaining coverage in the media with creative story ideas, continuing to schedule influencers visits, advising and assisting with the execution of advertising campaigns and brainstorming partnership ideas in the community.
As a result of The PR Boutique’s outreach to print, digital and broadcast outlets, 25 media hits were secured in just two months. Additionally, by partnering with influencers, Pixar Putt potentially reached more than 1M people across social media.
Pixar Putt partnered with The Grove to provide ticketholders with a unique opportunity to experience The Grove’s rooftop dessert bar over Valentine’s Day weekend.
Pixar Putt hosted over 60 of Houston Tidbits Front Row members for an evening event and provided local young professional groups and luxury apartments buildings in the area with unique discount codes to book tickets.
To take advantage of the Chevron Houston Marathon, Pixar Putt created and displayed signage throughout the George R. Brown Convention Center.
Top media placements included: PaperCity Magazine, Houston Chronicle, CultureMap Houston, and KPRC-TV NBC Channel 2’s Houston Life