Case Study: Indian Summer Festival 2012

The Client

Indian Summer Festival returned to Vancouver from July 5 to 15, 2012 for an incredible, week-long celebration of Indian culture, arts, and ideas. The festival showcased top contemporary and classical Indian talent across music, dance, literature, film, visual arts, yoga and cuisine – pairing some of India’s internationally renowned artists and performers with local Vancouver counterparts.


Taking place at SFU Woodward’s, the 10 days of exciting programming, events, workshops and more, featured such cultural luminaries as Bollywood film star Sharmila Tagore, chef Vikram Vij, esteemed journalist and author M.J. Akbar, world musicians Mrigya, and many others.

The Campaign

Laura Murray Public Relations were hired to provide all media relations efforts for the festival and to secure mass levels of public awareness.  The massive scope of the festival called for a public relations campaign of equal scale, and LMPR were able to provide this by reaching an expansive list of mainstream media, regional outlets, ethnic publications, local blogs, and niche press.


The campaign’s components included writing and distributing event listings for the span of festival activities, creating multiple press releases for the festival and its various highlighted events, conducting targeted pitching to journalists, coordinating interviews for the numerous participating artists, and being physically on-hand to manage media at the performances and events.

The Results

Interviews and articles were secured with publications and outlets throughout the Lower Mainland. Coverage highlights included: The Vancouver Sun, The Globe & Mail, The Province, 24 Hours, The Georgia Straight,  Metro Newspaper, Vancouver Courier, Vancouver Magazine, Where Magazine, TV Week Magazine, News 1130, Global TV, CTV, CBC, and City TV’s Breakfast Television. The LMPR team also garnered excellent multicultural media – stories were seen and heard on OMNI, RJ 1200, Asian Journal, Darpan Magazine, Jugni Style, and RedFM, among others.


In addition to excellent box office turn outs, the media relations campaign was lauded by the participating artists, several of whom indicated that the number of interviews and articles exceeded anything in their past experience.


Selected Coverage


Newsprint & Online:
(click on article to open)







Indian Summer on City TV’s Breakfast Television (External Link)


Categories: Case Studies