Case Studies

By re-positioning the ITC as the heart of the $22 billion children’s entertainment industry, successfully changed the perception and focus of this 1 million square-foot, landmark Manhattan real estate property from being used two weeks per year to year-round leases, leading to a 93% occupancy rate (285 leased showrooms). Responsible for marketing, public relations, strategic planning, special event management, planning and logistics, crisis management and media relations.

As Media Director for TOY FAIR, the largest toy industry trade show in the world with over 40,000 people in attendance, work with Senior Management of leading manufacturers to introduce new consumer products to the market. Attain worldwide media coverage via The TODAY Show, The Weekend TODAY Show, Good Morning America, ESPN, CBS MarketWatch, Access Hollywood, Entertainment Tonight, CNN, CNBC Power Lunch, MSNBC and New York TV affiliates. Increased media coverage by 437% issuing a record 500 press credentials.

Attained the highest coverage in the history of this well-established event with a global audience reach of 1 billion impressions, the 14th consecutive year in which media coverage increased over the year before, as well as record attendance. This was accomplished by successfully re-positioning this 39 year old event, the largest summertime hot air balloon and music festival in North America with more than 175,000 attendees, to meet targeted objectives of obtaining coverage with media outlets who had not previously covered the event; attain business and consumer press coverage to sell advance tickets to weatherproof the event; and increase sponsor brand awareness and experiential marketing platforms by extending a 3 day festival into 12 month promotions. 2021: recruited 10 TV networks and affiliates on site; live national and New York TV resulted in record event attendance.

MEDIA HIGHLIGHTS: Secure more than 350 TV placements including unprecedented feature coverage in the New York market (#1 DMA). National TV includes The Today Show, Good Morning America, CBS Evening News, Fox & Friends, CNN/HLN and Telemundo’s Hoy Dia. Consistently receive national TV coverage on site; New York morning show advance previews and live coverage on site. Covers of every major weekend newspaper section in the state; coverage in USA Today, The New York Times and Daily News and the most-read Internet sites (Yahoo!, MSN Lifestyle, HuffPost). Wealth TV network 30 minute special. 1,433 media placements. ROI: $29.6 million in publicity.

The challenge: improving on an existing successful event in which PNC’s 5-story tall, special shaped American Flag hot air balloon salutes America on Flag Day. Moved the event to July 3rd ahead of other Independence Day activities, attained more than 180 million media impressions by securing live New York morning show 3 hour telecast, AP and Getty Images wire service photos worldwide including Top 50 papers coast-to-coast including The Wall Street Journal, key Internet outlets such as Yahoo! News and The Huffington Post, as well as recruited staff coverage by the major daily newspapers throughout the state. National morning show coverage includes Fox & Friends, New York newscasts include WABC7, WCBS2, WNBC4, and PIX11.

Help market this newly created event, now in its 12th year, which marries two popular activities – food and outdoor music festivals. Utilized the natural amphitheater of The Hidden Valley Club Ski Resort as a unique setting to develop a summertime festival at a time when the resort would normally be closed and then marketed its expansion and growth to the Sussex County Fairgrounds. Obtain key media coverage where none had previously existed by promoting uniqueness of Southern Rock (Charlie Daniels, Blackberry Smoke, 38 Special, Outlaws) and Southern Cooking (juried rib cookoff and competition) in Northern New Jersey. Arrange food features on some of the nation’s top BBQ chefs and pitmasters.

Attain unprecedented media coverage on branded messaging, new store openings, new store design, menu innovations, and community relations in helping drive store traffic for this industry-leading fresh convenience market chain in the New York metropolitan area. 150+ locations, $1.1 billion sales. Position company to receive consistent national and targeted regional and hyper-local feature coverage on key product categories such as coffee, food service, fuel, and lottery; introduced new services such as Mobile Order, Curbside Pickup and Delivery. Crisis management: created desired awareness that stores have been open as an essential business during COVID-19 pandemic. National media coverage and positioning as maker of the “Best Coffee in America.”

VERMONT TEDDY BEAR COMPANY                                                                                                                                                                                             Surpassed media plan expectations with targeted key market national coverage for the company’s 2013 “World’s Most Expensive Valentine’s Teddy Bear” promotion. Created more than 200 placements across multiple platforms with 141 TV segments from coast-to-coast including Fox & Friends national morning show and 11 of the Top 13 DMAs. Coverage included AP wire feature, Top 50 newspapers including USA Today, Yahoo! and NBC News, resulting in more than 118 million media impressions. This PR campaign helped the company sell more than 40,000 plush bears generating more than $4,000,000 in revenue during this short-term promotion.

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Posted July 13, 2012 by coursevector