About Wellness Your Way Festival
The Wellness Your Way Festival (WYWF) is a three-day health and wellness festival, co-founded by Kroger Co. and Grammy-nominated singer and songwriter, Jewel. With this year’s launch into a new city—Denver, CO—the WYWF expanded its reach, helping thousands of attendees find their personal path to health.
Commissioned for the second year in a row, Dunn Pellier Media was tasked with driving regional and national recognition of the WYWF. Leveraging the profiles of the festival’s co-founders and Celebrity talent, DPM created a PR campaign that surpassed the client’s goal of 1 Billion impressions. Our team implemented creative methods, crafting narratives amalgamating with trending industry topics to scale consumer awareness and increase festival attendance.
Billion Total Media Impressions
Billion Media Impressions Pre- and Post-Festival Coverage
Thousand in Increased Attendance
Their Challenge
- Launching in a new city: Expanding into Denver meant DPM had to introduce the festival to a new regional audience with no prior awareness, while still maintaining national attention.
- Breaking through a crowded wellness market: The wellness and lifestyle event space is highly saturated, so standing out among competing festivals and media stories was a key challenge.
- Coordinating multiple stakeholders: Balancing the voices and priorities of co-founders (Jewel and Kroger), celebrity talent, brand partners, and panelists required consistent, compelling messaging across all communications.
- Driving measurable attendance and engagement: DPM needed to ensure that earned media and influencer coverage translated into actual festival attendance, reaching both local attendees and national audiences.
Our Challenge
- Expanding WYWF into a new city required building awareness in an unfamiliar market while maintaining national relevance.
- The wellness event space is highly saturated, requiring DPM to differentiate the festival and cut through media noise.
- The campaign needed to balance multiple stakeholders and voices, including co-founders, celebrity talent, and brand partners.
- Ensuring consistent and compelling messaging across all channels was critical to the campaign’s success.
Expanding Reach & Increasing Attendance
The primary goal of the campaign was to elevate national and regional awareness of the Wellness Your Way Festival (WYWF), while supporting its expansion into a new markets. DPM aimed to drive high-impact media visibility, increase festival attendance, and position WYWF as a leading wellness event, leveraging celebrity talent and strategic storytelling to reach a broad consumer audience.
Integrated Media & Talent-Driven Awareness Strategy
DPM developed a multi-layered PR strategy designed to maximize visibility before, during, and after the festival. The team leveraged the profiles of co-founders and celebrity talent to secure top-tier media placements, while aligning messaging with trending wellness topics such as mental health, holistic living, and accessible health solutions. By tailoring angles to both national and regional outlets, DPM ensured the festival resonated with a broad yet targeted audience, driving awareness at scale.
In parallel, DPM focused on on-the-ground media engagement and influencer integration, inviting key media and digital voices to experience the festival firsthand. This approach generated authentic, real-time coverage and extended the campaign’s reach beyond traditional media. By combining earned media, talent amplification, and strategic storytelling, DPM successfully increased attendance, secured high-value partnerships, and positioned WYWF as a must-attend wellness event.
Our Results
- Our campaign results: 1.51 Billion Total Media Impressions.
- Media contacts across broadcast, print, digital, and influencer mediums attended the Denver and Cincinnati Festivals. Including contacts from Denver’s 303 Magazine, and Colorado Parent, as well as BuzzFeed, Thrive Global, Authority Magazine, Impact Theory, and Popsugar.
- 51 Billion media impressions garnered from pre- and post-festival coverage with outlets such as AARP, Forbes, BuzzFeed, Us Magazine, OK!, In Touch, Radar Online, and Medium, to name a few.
Secured new talent for WYWF panels including Liz Moody (mindbodygreen), Samia Gore (CEO, BODY Complete Rx), and Jason Mitchell (President and Co-Founder of HempFusion). - Festival attendance increased from 25k in 2018 to 50k in 2019.
These results demonstrate DPM’s ability to drive high-impact visibility and position events as must-attend cultural moments, leveraging strategic media, talent, and storytelling to elevate brand presence. This level of exposure not only accelerates attendance and awareness but also strengthens long-term credibility, industry positioning, and future growth opportunities for the brand.
A Word From Our Client
“The DPM team are enthusiastic, passionate professionals who will hustle for your brand or event, the right way. They are easy to work with and have great relationships in TV, digital, print, influencers and more, they are the perfect fit for our event. Do your brand a favor and work with DPM."
Carese Bartlett – Marketing Director of WYWF
Media Coverage
