DANCING WITH THE STARS (SEASON 34, 20TH ANNIVERSARY)
As Dancing with the Stars celebrated its milestone 20th anniversary and 34th season, the PR team delivered its most successful campaign yet, setting a new standard for press and audience engagement. The season was filled with high-profile cover stories and interviews, behind-the-scenes exclusives and star-studded appearances that kept DWTS at the center of media attention (and the cultural zeitgeist).

With extensive coverage across top tier outlets, more than 5,000 headlines generated and ratings and voting records exceeded week after week, our strategy was about striking the perfect balance between the series’ long-standing legacy and new, exciting ways to connect with an even larger audience.

While talent participated in traditional talk show appearances throughout the season, such as Good Morning America, The Jennifer Hudson Show, The Kelly Clarkson Show and more, we also expanded our reach by targeting digital-first platforms. Stars like Witney Leavitt, Jennifer Affleck, Dylan Efron and Alix Earle connected with younger, social-savvy audiences through non-traditional media outlets, including Call Her Daddy, Chicks in the Office, Off the Vine, The Viall Files and Pod Meets World. We worked with Buzzfeed for Robert Irwin’s adorable puppy interview, and provided USA Today with an exclusive in-depth profile, where a reporter trained with pro Brandon Armstrong and took to the ballroom for a firsthand dance experience.

Notable features over recent months included: a special-edition issue of TV Guide Magazine, dedicated entirely to the show and featuring a gorgeous cover with our judges and hosts; a cover on Us Weekly featuring sibling duo Derek and Julianne Hough; a digital cover with Essence highlighting Jordan Chiles; and both Robert Irwin’s cover of People Magazine and front page story of The New York Times Style section.

Every week, the team hosted 15–20 press outlets on the ballroom floor for our post-show press line. Reporters had the opportunity to get intimate access with our talent following each episode to highlight the evening and tease the upcoming week ahead. There was truly no shortage of press interest, and we strategically rotated outlets throughout the season to maximize coverage and highlight key theme nights.

It also wasn’t just about the new stars this season — the anniversary celebrated the show’s rich history. For the special “20th Birthday Party” episode, we shifted our press strategy to spotlight not just the current cast, but the alumni who helped define the show over the years, starting with the announcement of former host Tom Bergeron returning as a guest judge. The press line featured over 75 returning alumni, generating an additional wave of coverage beyond the standard weekly interviews.

We also partnered with Deadline for exclusive on-camera interviews with key below-the-line talent, many of whom have been part of the show since its earliest seasons, to offer fans a behind-the-scenes look at how DWTS has evolved while staying relevant in today’s ever-changing entertainment landscape.

For our PR team, this season was personal. DWTS has always been a favorite, and this milestone gave us the chance to share that enthusiasm with a wider audience. By spotlighting breakout stars like Robert Irwin, beloved alumni and the magic behind the scenes, we showcased the passion and joy that keeps viewers (and us!) coming back for more. We couldn’t be prouder to be part of its legacy.