Each year, the Festival undertakes a large, integrated marketing campaign designed to generate awareness of the event and its charities, and sell the tickets that will drive charity proceeds. Partnering with national, regional and local media outlets allows the Festival unprecedented reach through broadcast, print, online and outdoor advertising. The Festival’s Media Sponsors are an integral part of the event’s success with advertising barters and ticket giveaways plus exclusive offers and onsite activations.
In 2012, over 3 billion media impressions resulted from a PR campaign that focused on broadcast, print and web. The April – October campaign had an estimated publicity value of well over $15 million. Close to 55 million viewers saw the Festival featured in on-air segments on programs like NBC Today Show, CNN News, Rachael Ray Show, E! News, Extra, Better TV, Good Day New York, NBC New York Live, CBS The Couch and WPIX-TV Channel 11.