Campaign: Promoting Minneapolis Saint Paul for the Republican National Convention
Winner: McFarland Cahill Communications and The Host Committee
McFarland Cahill Communications (MCC) was hired by the Minneapolis Saint Paul 2008 Host Committee to handle the PR efforts surrounding the 2008 Republican National Convention,
held September 1-4 in Minneapolis.
This was the first time ever that two cities (Saint Paul and Minneapolis) had jointly hosted a national political convention, so MCC needed to communicate this and not refer to
both with their commonly known moniker, "the Twin Cities."
Caucusing Media
To make an impression with national and international media, MCC launched a mammoth communications effort which included:
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A press kit that highlighted the cities as cultural and corporate hubs, as well as the home of the Mall of America;
- Press conferences to keep media abreast of how plans were progressing for the convention;
- Elephant-themed postcards that spotlighted all the activities that were going to transpire around the convention were sent to 2,000 media outlets; and
- Clean-up activities including a Taxi Car Wash before the convention.
Standing Room Only
The day after the event ended, MCC had determined that the convention had generated 8 billion media impressions, which would have cost the equivalent of a $330 million ad
campaign.
Honorable Mentions
Deveney Communications for "Only in Louisiana: A Celebration of Music, Culture and Business"--To celebrate the first-ever Grammy Award for Best Zydeco or Cajun Music Album,
Deveney Communications organized a brunch event at a Los Angeles hotel targeting music industry and entertainment business leaders. The event, designed to encourage positive
messages about Louisiana and its local talent, drew a standing- room crowd of 300 attendees.
Greater Philadelphia Tourism Marketing Corporation for Event PR: Ben + Betsy Wedding--Two actors who frequently portray Benjamin Franklin and Betsy Ross in historic re-
enactments planned a public wedding ceremony in Philadelphia's Independence Hall, with Mayor Michael Nutter performing the service. As arranged by the GPTMC, the event nabbed
extensive media coverage.
Jones New York in the Classroom With Ogilvy Public Relations and Group M--JNYITC leveraged the back-to-school season to showcase its signature events--teacher/classroom
makeovers and runway shows featuring teachers as models. Overall, the events garnered 22.4 media impressions.
Story Teller Media & Communications for Play Golf Minnesota Week--Both organizations hosted a week filled with exciting opportunities for golfers of every age and skill
level to hone their technique.
World Wildlife Fund for Earth Hour - A Global Statement on Climate Change--To elevate awareness on the topic of climate change, the World Wildlife Fund organized an Earth Hour
on March 29, 2008, which asked businesses and individuals to switch off their lights for one hour at 8 p.m. local time. Earth Hour was covered in most major media outlets.