The Austin-based nonprofit, Texas Heritage Songwriters’ Association (TxHSA) was founded by sixth-generation Texas Terry Boothe in honor of the rich heritage and culture engrained in the lyrics of Texas songwriters. Each year, TxHSA brings together exceptional Texas songwriters and their supporters for a celebration known as TxHSA Homecoming Weekend, filled with intimate performances from award-winning artists and a live awards ceremony.
In 2012, the annual event included the induction of music legends Lyle Lovett, Robert Earl Keen and the late Townes Van Zandt into the TxHSA Hall of Fame. Rather than rely solely on paid advertising placements as it had in the past, TxHSA hired Red Fan Communications to implement a public relations campaign designed to generate ticket sales and raise brand visibility by securing key national, regional and local media placements.
To capture the Texas spirit of the event, Red Fan invited photojournalists from publications with national reach to attend the event, which would later help Red Fan secure post-event press coverage and establish smart, long-term sponsorships for the TxHSA.
Through its robust media relations strategy—which involved the distribution of TxHSA’s first press release and pitching national, regional and local media—Red Fan positioned TxHSA as a unique organization with a compelling offering not matched by any other nonprofit recognizing, honoring and celebrating Texas songwriters.
Red Fan earned TxHSA top press placements in The New York Times, Music Row, the Austin Chronicle, the Austin American-Statesman/Austin360.com, CultureMap Austin, KEYE-TV, Texas Monthly, Country Line Magazine, Cowboys & Indians Magazine and the Dallas Morning News. Tickets to Homecoming Weekend sold out two weeks prior to the event and targeted sponsors including Texas Monthly, Wal-Mart, 98.1 KVET-FM, Collings Guitars, and more.
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