Austin Trail Of Lights PR Team

Messaging Development + Paid Media Support + Media Relations + Sponsor Engagement + Nonprofit Operational Consulting + Crisis Communications + PR Analytics & Measurement + Media Training + Thought Leadership + Content Strategy & Development

Austin Trail of Lights

Now in their fourth year of partnership, Red Fan and the Austin Trail of Lights team approach each year with continued effort to increase exposure and education both locally and nationally. As such, it is important to the Trail and to Red Fan to integrate new programs, ideas and elements that engage new audiences and build on successes from 2013 to now.

From the introduction of new infrastructure and activities in 2013, to the Trail’s 50th anniversary in 2014, Red Fan consistently crafts clear messaging and unique, press-worthy moments in time that regularly garners press attention and interest.


Moving into 2015, the Trail of Lights team prioritized the following goals to bolster the event to the best it had ever been:

  • Build the Preview Party to be the primary holiday event in Austin
  • Garner a max-capacity of registrants for the Fun Run
  • Continued and increased national exposure
  • Increased awareness of the Foundation and its community engagement initiatives
  • Strong sponsorship renewal rate

Red Fan kicked off its third year of representing the Trail with a messaging platform to inform the public of the Trail’s new features and the best ways to plan trips to the park. In efforts to generate buzz around the Trail and the Foundation itself, Red Fan continued its outreach with announcements surrounding the Fun Run, Preview Party, new Foundation members, the grand opening and more.

Red Fan secured a strong media presence and generated significant social media buzz from journalists and attendees, including placements in USA Today, Southern Living, Bloomberg News, Texas Monthly and Thrillist, as well as several Spanish-language magazines. The coverage increased the exposure of Foundation members and event sponsors—including the Trail’s partnership with HEB and STARS at the Trail—and led to the Fun Run being sold out at a max capacity.

"Red Fan is a wonderful partner. The team has helped reinvigorate the Trail of Lights brand, securing new audiences at local, regional and national levels. From creative ideas to strategic partnerships to top-notch execution, Red Fan is a valued and critical part of our team."

-Abby Sandlin, Vice President of Marketing and Communications

Trail of Lights

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