Generating Media Coverage for IAAPA’s Premier Event

Organization Mission

The International Association of Amusement Parks and Attractions (IAAPA) is a global nonprofit association dedicated to the preservation and prosperity of the attractions industry. Through education, advocacy, safety initiatives and networking, IAAPA connects and advances the industry worldwide, including through IAAPA Expo, its flagship annual trade show.

Challenge

Curley & Pynn was engaged to manage media relations for IAAPA Expo 2025, specifically focusing on national consumer and business outlets. With prior experience managing media for the highly visible, we knew that IAAPA’s goal was to continue to position the Expo as the “event of the year” for the global attractions industry. As a nonprofit association, IAAPA also sought to elevate the industry’s broader economic impact, innovation and workforce story through Expo coverage.

Objective

We had a clear objective: secure at least 150 million national, regional and local earned media impressions before, during and immediately after the 2025 Expo, which was scheduled for November 17-21.

Solution

Our work focused on developing relevant media lists and targeted pitch materials to drive visibility for IAAPA Expo 2025.

After conversations with the IAAPA team about what made the 2025 Expo unique, we translated those insights into creative, targeted storytelling for distinct reporter interests. For broadcast outlets, we emphasized highly visual, on-site experiences that could become engaging morning show segments. For lifestyle and food and beverage media, we highlighted interactive elements such as the IAAPA Street Market. For entertainment and horror outlets, we spotlighted the IAAPA Haunting Grounds and the growing demand for immersive experiences beyond a single season. For national business media, we framed the Expo through an economic lens, focusing on the industry’s innovation and its impact on workforce, tourism and economic development.

To support this storytelling and increase access to timely information, we coordinated with the IAAPA team in advance to secure lists of exhibitors debuting new or highly visual products. On the first day of Expo, we hosted a media preview for select reporters, giving them an early look at the show before it opened. During Expo week, we managed media interviews, press conferences and the on-site press office. For broadcast outlets, we also provided suggested itineraries and accompanied reporters on-site to facilitate coverage and maximize visual storytelling opportunities.

Results

We secured more than 10.4 billion consumer media impressions, surpassing the primary objective by 6,833% and supporting IAAPA’s goal of positioning Expo as the industry event of the year.

Coverage was secured in top-tier national outlets including USA Today, FOX Business, TODAY, CNN, and Variety, in addition to widespread local print, online, and broadcast coverage across local and regional markets.

A total of 168 members of the press attended Expo, with more than 40 on-site interviews conducted throughout the week and managed by our team.

News surrounding Dolly Parton’s absence from the IAAPA Hall of Fame event significantly amplified media attention on the national scale. However, beyond the Dolly Parton news, Expo 2025 generated substantial independent coverage tied to show floor announcements and industry news, resulting in 4.5 billion potential impressions separate from Dolly-related coverage.