Norway House is a nonprofit organization that exists to show an appreciation and understanding of the American Norwegian experience. Based in Minneapolis, it partners with artists and organizations to put on events, speakers, exhibits and more. One if its most popular yearly exhibits, Gingerbread Wonderland, is a tradition I’ve volunteered to help promote for 3+ years. It is by far the “sweetest” PR opportunity of my career.
Each year at Gingerbread Wonderland, Twin Cities bakers and community members make iconic local structures and gingerbread houses to be part of this magical exhibit. Submissions range from professional bakers to children looking to have fun. Professional entries are judged by professional chefs and thousands of community members come to visit Norway House to see the magic over the holiday season.
For each year’s created event promotion materials to get the word out about Gingerbread Wonderland in the Twin Cities, starting with a robust social calendar and hashtag. From there, I helped create a pitch strategy, media list and we pitched local and national media to get the word out about our event. We were able to get coverage in many popular local publications, including Star Tribune, St. Paul Pioneer Press, Edina Magazine, Minnesota Monthly, local event blogs and more. All four local TV stations (WCCO, Fox, KSTP, KARE-11) picked up the story as well. Our promotion of Gingerbread Wonderland led to thousands of attendees, earned coverage for Norway House and awareness of Norwegian American culture.
Rachel Enerson 