The Saline Reporter
A Heritage Newspaper
Weekly Publication
Celtic Festival gets serious with marketing
Festival to capitalize on coverage from radio and television
By Sue G. Collins, Staff Writer
PUBLISHED: June 19, 2008
In planning this year's Saline Celtic Festival, the renowned near week-long salute to all things related to the traditions and cultures of Ireland, Scotland and Wales, long-time organizer Pat Little and his committee have added some important terms to their vocabulary.
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They know all about cabers, kilts and clans but this year they are also concentrating on target advertising, market penetration, distribution and branding.
"The planning for this year began for us the first night of the festival last summer," said Pat Little, who has had his hand in the haggis for 14 years. "We are really concentrating on reaching into new markets, saturating the areas around Saline and bringing in new ideas and new talent."
New ideas came from experienced board members and valuable volunteers, along with three new board recruits, an advertising agency and public relations consultant. All are donating their time and talent.
The influx of enthusiasm and know-how has already proved fruitful.
There's a two-sided mini-billboard at the edge of US-12 near the west end of Saline.
"We should have done that long ago," said Little, knocking his head with his fist.
Printed collateral including brochures, posters and table-top tents were designed by Ann Arbor creative house PWB Marketing Communication and will tout the July 12 event to folks outside Saline, from Brighton to Clinton.
Eiler Communications handled much of the public relations for the event this year, crafting press releases and helping secure media coverage reaching families, sports fans and day-trippers who haven't heard of the Celtic Festival.
On July 3, festival planners will send pipers and dancers to perform at the Top of the Park in Ann Arbor.
Little said there will be commercials and radio interviews throughout the region, including a Celtic Festival sponsorship of two public radio shows on WEMU.
He said plans are also underway to have Fox 2 News broadcasting live, as a part of its spotlight coverage on local festivals.
Why all the fuss?
The Celtic Festival hasn't been a financially secure proposition for the last few years, leaving some at city hall questioning its viability.
Corporate giving is way down this year, though with local sales professionals, Tom Foley and Mike Prittip, on the job, funds are still coming in.
"We are using new approaches and have a very organized committee," said Little.
There is more than ever to promote for the 2008 event which takes place at picturesque Mill Pond Park, on the banks of the Saline River just north of Michigan Avenue.
Thanks to Little's dedication and personal attention, plus a scouting trip, funded by city council last year, the Highland Heavy Athletic Games Masters Championship will be held in Saline during the Celtic Festival. That means more than 70 athletes, men and women over the age of 40, will be competing in nine "heavy" events starting at 9 a.m. at the field in the park. The athletic field was expanded by 50 percent to accommodate the games.
Champions from 18 states, three Canadian provinces and six countries will come to flip cabers, throw hammers and more during the eight hour contest.
"These guys are tough. They're not throwing feathers," said Little.
Stretching to the far corner of the park, Little's crew will set up an additional field for a jousting competition complete with suits of armor, horses and ladies in waiting.
Also adding authenticity and entertainment to the day are some 40 Highland dancers who will compete on a fourth stage in the Highland Fling, Sword Dance, Seann Truibhas and Scottish Lilt.
Also look for Gaelic football game on Friday, with a community dinner for the athletes at the American Legion.
With all the new action, it would be understandable if ticket prices went up.
"We struggled with that one. It was a tough decision, but we decided this was really not the time to be asking people for more money," said Little. "We are keeping tickets at $10 for Saline residents and $12 in advance for general admission. We are hoping people will come relax. Forget about the economic struggles and just come have fun."
With a whiskey tasting, limerick contest and free parking and a free shuttle, that shouldn't be a challenge.
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