Media Relations

After photos surfaced of Prince Harry enjoying a night in Las Vegas that included a game of strip billiards, the Las Vegas Convention and Visitors Authority reminded the world that what happens in Vegas really stays in Vegas, and drove traffic to a “Know The Code” microsite, where people could pledge to keep Las Vegas secrets secret.

Royal Caribbean’s response following the Grandeur of the Seas fire—which included leveraging social media— kept media coverage balanced during the incident. For a week following the fire, there were more than 950 mainstream media pieces, 58.6 million impressions from Twitter and more than 3,375 Facebook posts—with 93% of the media coverage of the fire being either neutral or positive.

Verizon Wireless, with the help of agency partner Weber Shandwick, altered its approach to reaching influencers by developing an online news hub, the Verizon Wireless News Center; since launch, the News Center has received 1.3 million unique visitors.

Havas and Ford teamed up for Ford’s Warriors in Pink: Fighting Breast Cancer with the Power of Digital Storytelling campaign, which has had two record-breaking years in a row; in fact, in that time, it has raised more than $938,000 from people who read stories, saw the documentary “Bang the Drum” or got a tweet and then felt inspired to go to fordcares.com and buy Warriors in Pink products.

To cultivate Web traffic on its site SunshineSweetCorn.com, the Florida Sweet Corn Exchange employed an organic approach to SEO.

The “Why VW” blog campaign was developed by Edelman to allow consumers to connect and submit their Volkswagen stories online; since its launch, it has received over 1,300 user stories and more than 2.8 million page views from over 720,000 unique visitors.

At the South by Southwest Interactive Festival in Austin, Texas, Pizza Hut launched a first-of-its-kind interviewing method: 140-second interviews for a cutting-edge new position, the “Manager of Digital Greatness; not only was Pizza Hut able to fill the post, the company also received a bounty of media coverage.

On April 16, 2013, the FAA advised Airlines for America and airline carriers that furloughs of air traffic controllers would begin the following Sunday; in less than 10 days, A4A led a grassroots campaign that ultimately resulted in Congressional action to resolve the issue with legislation.

The “Catdance Film Festival,” featuring a dozen cat videos, helped to reel in consumers and change their attitudes about Fresh Step’s premium priced cat litter.

In order to bring more attention to its brand, Fresh Step litter, with the help of Purple Door Communications, opted to reinvent the cat video genre by creating the Catdance Film Festival which, in addition to holding a live event in Park City, UT, debuted 12 films online once a week for three months and received more than 2 million video views during the campaign.