The Story of Wake the Great Salt Lake: An Earned Media Case Study
The Great Salt Lake is Utah’s capital city namesake and the largest saline lake in the Western Hemisphere, but it faces a quiet, existential crisis. Driven by a $1 million Bloomberg Philanthropies Public Art Challenge grant, the Salt Lake City Arts Council and the Mayor’s Office launched “Wake the Great Salt Lake.” This citywide initiative brought together local and international artists to create a massive, three-story light-and-sound installation by Olafur Eliasson. This installation helped translate the alarming scientific reality of the shrinking lake into an emotional, tangible human experience.
The primary mission was clear: turn the tide of public anxiety and fatigue by creating a conversation rooted in hope and community action. To do that, the project needed to go beyond traditional art circles and become a fixture of Utahns’ daily conversation.
Executive Summary
The “Wake the Great Salt Lake” campaign is a perfect earned media case study that highlights how to achieve widespread visibility through a coordinated PR, earned media, and storytelling strategy. Rather than relying on one-off exposure, the campaign built compounding momentum across local, regional, and cultural publications to create a lasting public dialogue.
The Challenge
To drive real action, the campaign needed to overcome several critical hurdles:
- Break through the noise of daily news cycles.
- Move beyond clinical, scientific facts and figures that fail to inspire an urgent public response.
- Reach a diverse audience ranging from local Utah residents to national arts and culture advocates.
The Solution
Instead of treating media relations as a transactional process of sending out press releases, the campaign employed a narrative-driven approach.
The Solution
Instead of treating media relations as a transactional process of sending out press releases, the campaign employed a narrative-driven approach.
1. Strategic Storytelling
The campaign framed the lake not just as an ecological feature, but as a vital, endangered character in the region’s identity. By tapping into the cultural, historical, and deeply personal connections Utahns hold with the lake, the narrative resonated on a much deeper emotional level.
2. Targeted Media Positioning
The campaign systematically identified and targeted a variety of outlets to ensure the story reached distinct, yet complementary, audiences. Strategic placements were secured by tailoring the story to fit the specific beat.
3. Coordinated Amplification
Elle Marketing & Events played a critical role in supporting these efforts. By ensuring messaging was aligned across both earned media pitches and owned channels (such as social media), Elle helped maximize the lifespan and reach of every single press placement.
The Results
As we worked with “Wake the Great Salt Lake,” we found that an integrated approach creates compounding momentum. Coverage in one sector built the credibility required to ease access into the next, resulting in widespread, multi-layered exposure:
- Local News Leadership: Anchor coverage from major players like KSL (TV, Radio, and Digital) rooted the issue in the daily lives of primary local stakeholders.
- In-Depth Print Journalism: Deep-dive reporting in The Salt Lake Tribune provided the necessary context and policy discussion to frame the issue as a critical community priority.
- Cultural & Specialized Outlets: Positioning the lake as a source of artistic and cultural inspiration generated unique coverage in outlets like Hyperallergic, expanding the conversation to a nationwide cultural audience.
- Visual Storytelling: Features on PBS Utah provided the space for detailed exploration, deepening viewer understanding.
Conclusion
The “Wake the Great Salt Lake” campaign is a compelling earned media case study demonstrating that visibility does not have to be fleeting. By aligning messaging, honoring cultural relevance, and strategically positioning media pitches, this campaign elevated public consciousness and shifted the conversation surrounding the Great Salt Lake.
Need help creating your own brand visibility strategy? Contact Elle Marketing & Events for a free consultation to help you reach your goals.