Burlington Navy Week 2026: A PR-Led Events Case Study
What did Junapr deliver for Burlington Navy Week?
For the first Navy Week in Vermont history, Junapr led local research, relationship building, and media strategy for GDIT, working on behalf of the U.S. Navy. Over Aug. 24 to 30, 2026, our work earned 68 broadcast clips and 42 print and digital placements across WCAX, WPTZ/NBC5, WVNY/ABC22, WFFF/FOX44, the Burlington Free Press, Vermont Business Magazine, and the Essex Reporter.
What was the challenge?
What were the goals?
Introduce Vermonters, families, and local business to the Navy and the purpose of Navy Week.
Identify and engage local venues, organizations, and leaders to host cost-free activations.
Generate broad earned media coverage before and during the week to drive awareness and participation.
GDIT was entering the Vermont market for the first time. Navy Week is a grassroots outreach program, and the 2026 event fell in the nation's 250th anniversary year, with Lake Champlain's naval history as local context. The community needed to understand why the Navy was in Burlington and show up to take part.
How did Junapr build local turnout and coverage?
Junapr led the effort from research through on-site media support, working closely with a small Navy team led by a Lieutenant Commander and the GDIT team as plans evolved.
Key focus areas included:
Research and venues. A 15-page Tactical Venue List and a Navy Workbook, with the Champlain Valley Fair as the anchor activation.
Relationships. Warm introductions to the City of Burlington and Hello Burlington, and a June site visit with the U.S. Coast Guard, the Lake Champlain Chamber of Commerce, and the Champlain Valley Expo.
Media. Press materials, media lists, and story angles on hometown sailors, Vermont naval history, STEM, community service, and Navy careers. Stories like the Perry family's generations of Navy service and the USNS Burlington Habitat for Humanity project in Hinesburg gave the week a local face.
What results did the event deliver?
Junapr secured coverage across TV, print, digital, and radio, including WCAX, WPTZ/NBC5, WVNY/ABC22, WFFF/FOX44, Burlington Free Press, Vermont Business Magazine, and the Essex Reporter.
Broadcast clips
68
Print and digital placements
42
Potential reach
1.99B
unique visitors per month, cumulative across outlets; includes national syndication
“The team at Junapr went above and beyond to ensure Burlington Navy Week was a success. From the initial planning stages through execution, Junapr was consistently on top of every ask and deliverable. This was our first time entering the Vermont market, and their local knowledge and thoughtful recommendations were vital to our success. Thanks to Junapr, we saw outstanding results both in the media market and on the ground. I would absolutely recommend this exceptional team!”
Kelli Norton | Mass Communication Analyst, GDIT
What can other organizations learn from this event?
When is a PR-led event right for you?
Questions about this case study
Start with the story. A first-ever event in a market gives media a reason to cover it.
Build local relationships before announcing. Warm introductions opened doors.
Give media a local face. Personal stories drove coverage more than the program itself.
Keep media logistics simple. We coordinated interviews and on-site access across venues.
A PR-led event is right when you need the public to show up, understand, or change their perception, and local media coverage is part of the goal. See our PR-led events and experiential campaigns and corporate event planning services.
How do you get a community to show up for a first-time event?
We researched venues and leaders, made warm introductions, and pitched local stories that explained why the event mattered.
How do you earn local media coverage for a government or institutional event?
Lead with local people and local history, not the program. Stories about hometown sailors and a community service project gave reporters a reason to cover it.
Can Junapr support events outside Vermont?
Yes. Junapr is based in Burlington, Vermont, and plans and promotes events across New England, throughout the United States, and internationally. We have planned programs in the Caribbean, Bermuda, Costa Rica, and Europe, and we work with European organizations that want to reach U.S. audiences. For each event, we build local media and community relationships in the destination, as we did for Burlington Navy Week.
How do you get started?
Tell us about your event. Share the date, location, and goals.
Discovery call. ~30 minutes with a senior team member.
Proposal. Within five business days.
Planning and media outreach.
On-site support and results report.