Case Studies


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Case Study: Meow Mix Promotes Message to ‘Think Like a Cat’ With Celebrity-Driven Media Tour and Branded Game Show

In 2008, seeking to refresh its year-old “Think Like a Cat” campaign for Meow Mix, Del Monte turned to Grand Central Marketing to find new audiences able to see the world through a cat’s eyes. | MORE »

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Protecting the Critters and Promoting Brands Humanely

Key to working with an animal-related brand is maintaining a sanctified reputation when it comes to the treatment of animals. To establish this reputation, Grand Central Marketing turned to the American Humane Association, an advocate for the humane treatment of animals for 70 years. | MORE »

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Case Study: Media Push Anything But Frugal as Agency Promotes Redeeming Qualities of Online Coupon Sharing Site

RetailMeNot.com, a Web site owned by Melbourne, Austailia-based Stateless Systems, was created to help consumers save money and enjoy a hassle-free discount shopping experience online. The creators developed a platform that leveraged the power of consumers by enabling shoppers to contribute coupons and then rate their usability. | MORE »

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How to Make Your Campaign Video Viral-Ready

The Greater Philadelphia Tourism Marketing Corp. was able to create a video with staying power. While it’s tricky to predict what will strike a chord with consumers, “Love” videographer Ted Passon provides insights into making a video that stays within a reasonable budget. | MORE »

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Case Study: Philly Tourism Board Revives Hotel Occupancy With Public Fanfare and a Healthy Dose of Digital Love

The Greater Philadelphia Tourism Marketing Corp. created the Philly Overnight Hotel Package in 2001 to boost tourism post-9/11. By 2009, the two-night package was becoming old news. GPTMC’s in-house PR team and new-at-the-time specialists in social media sought new ways to spread the Philly love. | MORE »

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Selling The Big PR Idea: Keep It Simple, Build Support

When Cisco Canada’s director of corporate affairs Willa Black came up with the idea of the One Million Acts of Green campaign, it was a risky proposition to sell, both internally and externally. Here are some tips from Black on pushing your Big Idea through: | MORE »

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Case Study: Environmental Zeal and Strong Coalition Drives Canadians to Commit One Million Acts of Green

Cisco’s green campaign challenged Canadians to make positive environmental changes in their daily lives, reinforcing the company’s new tagline: "Welcome to the human network." | MORE »

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Education, Messaging Drive Effective Government Comms

Verizon’s rolling out of its FiOS video service in New York City wasn’t just a matter of connecting optical cable. Connecting with a number of local and state officials was first and foremost, and the process took about three years. | MORE »

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Case Study: Verizon Communications Team Goes Behind the Scenes And In Front of the Media for Its NYC FiOS TV Launch

Ever since Verizon launched FiOS TV in Keller, Texas, in September 2005, the company’s ultimate goal had been to roll out the all-fiber-optics video service in the major cities in its service area, particularly in New York. | MORE »

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Case Study: CNN PR and Marketing Teams Hitch Election Ratings Fortunes to an Interactive Airstream

With the goal of being No. 1 in the presidential election TV ratings, CNN looked to build awareness and content with a traveling Airstream RV loaded with interactive activities. | MORE »

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