Media Relations Campaign
By | June 26, 2013
Winner
The Weather Channel Names Winter Storms
It was clear in February when publications such as USA Today and the Wall Street Journal were using the moniker “Nemo” to describe an impending storm that Weather Channel’s decision to name major winter storms was a success. Weather announced in Oct that it would become the first national organization in North America to proactively name winter storms (and people tired of every blizzard being called Snowpocalypse rejoiced). The network succeeded in a media blitz, that included nearly 100 stories written specifically about Nemo’s impact and name. On Twitter, Nemo had 1 million impressions from February 6-11. Not everyone loved Weather’s naming policy, but everyone was talking about it, including Comedy Central’s “The Daily Show” and CBS’ “Letterman.”
Honorable Mentions
Big Ten Network – BTN Big 10K
The network made sure local media was a big part of its campaign to drive awareness of its inaugural BTN Big 10K. Media received press kits that included the official BTN Big 10K press release, which was printed on race bibs and announced details about the race and post-race tailgate party. The net attached the bibs to the top of a running shoe box, which included a BTN Big 10K race shirt, running socks, a handful of running accessories and swag.
E! – Chelsea Lately
E!’s PR gurus set out to raise the show’s profile with a mix of strategic media interviews and other promo pushes that boosted ratings by more than 50% in some key demos.
National Geographic Channel – Killing Lincoln
Set visits, screenings and a TCA panel helped Nat Geo score 3.4mln total viewers for the film’s premiere.
NUVOtv – Announcement of Jennifer Lopez Partnership
NUVOtv made the most of J-Lo’s work with the network, with a spike in news coverage the day the star made an appearance at the annual Kaitz fundraising dinner.
QVC – Redefining the Future of Retail
QVC ratcheted up its visibility and reputation through exposure at NY’s Fashion Week and showcasing the network as a growing player in mobile commerce during the holiday season.
Oxygen Media – Oxygen’s The Face
Unique elements for Oxygen’s campaign included an upfront that doubled at “The Face’s” premiere party and a first of its kinds Google+ Hangout with the stars of the series.