The nonprofit National Black Arts Festival celebrates the contributions of people of African descent and their impact on world cultures.
When it launched its media campaign for this year's annual festival, a major obstacle emerged. Less than a week before the 10-day event, The Atlanta Journal-Constitution (AJC), a key target of media outreach, underwent a reorganization.
Strategy
The festival, in its 19th year, wanted to turn its publicity efforts up a notch and get more people to the event. "The ultimate goal is ...