Building Advocacy Through Dairy Ambassadors
Sixty years ago, the Midwest Dairy Association, a non-profit organization funded by dairy farmers to build demand for dairy products, launched a program that aimed to bolster understanding of the industry and increase consumer awareness by crowning one Minnesota farmer’s daughter, “Princess Kay of the Milky Way.” Eight years ago, Midwest Dairy turned to Bellmont Partners to help drive more awareness and excitement for this iconic tradition and told the story of the state’s vibrant dairy industry, its products and people to millions of Minnesotans.
Since working on the partnership, Bellmont Partners has generated extensive media coverage of this signature event. In 2013 alone, the program generated more than 95 million impressions in the months leading up to coronation and during the Minnesota State Fair. Bellmont Partners provides extensive support for this 12-day event, including media relations, on-the-ground support for the entire fair run, media interview staffing and media training for all Princess Kay candidates.