Bayou Greenway Day 2015


Bayou Greenway Day 2015: Celebrating the ongoing transformation of Houston's bayou system

The Houston Parks Board is a non-profit committed to increasing and improving parkland in the greater Houston area and is currently tackling its largest project yet. Bayou Greenways 2020 (BG2020) is a project that will create a continuous park system along Houston’s major waterways. To celebrate the emerging system of interconnected parks and trails and showcase a finished segment of BG2020 to Houstonians, Houston Parks Board, with the help of many partners and sponsors, hosted the first “Bayou Greenway Day” in April 2015.

Together, the Parks Board and Elmore PR developed and executed a successful media relations and marketing campaign to educate the public about the event and the ongoing project behind it.

Goals


Grow size of audience through:

  • Media Relations
  • Media Sponsorship
  • Marketing

Timeline


Planning/Development
4 months

Execution/Implantation
2–3 months

Results

More than $1 million in publicity value including educational news stories that explained the ongoing purpose behind the event, increased web traffic to HoustonParksBoard.org by 370% during the week of the event, and reached more than 58,000 Facebook users through an organic and paid social media campaign.