The Krewe of the Knights of Sant’ Yago host the Knight Parade, which draws 100,000 people a year to Ybor City, Tampa’s National Landmark Historic District. Despite hosting the largest illuminated parade in the Southeast, the Krewe’s membership was declining.
B2'S Solution
To help gain interest in the Krewe, it hired B2 in 2014 to begin spreading the message of Tampa’s civic pride, our rich Latin heritage and the Krewe’s philanthropy. With focused media coaching from B2, the organizers told a targeted message through TV and in print and online stories that B2 secured.
Over the years, B2 has worked with local reporters to tell the Krewe’s heritage, such as featuring the Krewe’s costume-makers’ intricate work and its long history.
In other stories, the Arena, Martinez, and Gigante families appeared on TV to discuss their multigenerational family ties to the Krewe. They also shared the Krewe’s history and its many contributions to the community, which include funding numerous academic scholarships for Latino students.
Success
As a result of increased awareness of the Krewe’s history and community involvement, the parade’s attendance has reached new highs year after year. Plus, membership in the Krewe has grown significantly, reversing a steady decline prior to B2’s involvement.