2009 PR News CSR Award: Media Relations


Coca-Cola Enterprises for Coca-Cola Enterprises External Communications Plan for the 2008 National Political Conventions

During the 2008 presidential campaigns, environmental issues were top concerns for both voters and candidates. To put those words into action, both the Democratic and Republican parties announced their goal to be the “greenest” political conventions in U.S. history.

Partnering with the host committees of the political conventions, Coca-Cola Enterprises (CCE) used this platform to communicate its CSR efforts to the national and international media.

THREE TIMES THE CHARM
CCE executed its plans with a three-pronged strategy: pre-convention, convention week and post-convention. In the first phase (pre-convention), CCE pursued media opportunities that would highlight its partnerships with the DNC and RNC.
During the second phase (convention week), CCE blanketed the DNC and RNC with branded messaging that encouraged all consumers to “Give It Back,” which referred to recycling discarded beverage packages.

At the end of both conventions, CCE targeted the local media to reinstate its green commitment to local communities.

TALLYING THE VOTES

Extensive media coverage included five television segments and 16 print/trade hits


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