Special Events
SAMPLE SPECIAL EVENTS
NOTE: SPECIAL EVENTS ARE A "SPECIALTY" OF OURS SINCE WE HAVE CREATED, DEVELOPED AND EXECUTED MANY EVENTS OF THIS KIND THROUGH THE YEARS. OUTSTANDING EXAMPLES OF SUCH ACTIVITIES INCLUDE THE FOLLOWING:
1. Snoopy and Belle at FIT
"Putting on the Dog" for Determined Productions, we developed a leading and unique fashion exhibition at the Fashion Institute of Technology, featuring more than 140 costumes made for the famous stuffed animals, Snoopy and Belle, which were created by 90 celebrated fashion designers. Press, celebrities, designers, famous people, both old and young, visited FIT to view this exhibition which subsequently went on tour all over the world. Event generated extensive national and international media exposure obtained through wire services, newspapers, magazines, TV and radio.
2. Women Executives in Public Relations (WEPR)
The Foundation needed something to give them more recognition and prestige to help raise additional funds. We established the WEPR Foundation Award for Social Responsibility. It was ahead of the curve for recognizing and encouraging companies to become involved in "good works". The Foundation Award is now 11 years old and celebrates an annual fund-raising luncheon attended by top agencies and their executives. Its Crystal Obelisk Award has been presented to such blue ribbon companies as P&G, Avon, Prudential, etc. The monies have enabled The Foundation to double its scholarship grants.
3. New York University Medical Center (Anxiety and Depression)
We were called upon by its Psychiatric Department to promote the hospital's services that offer care for patients in the area of anxiety and depression. Our efforts were concentrated on the national months set aside for both these conditions.
We conducted a survey based on symptoms and current problems concerning these ailments. The survey was distributed at street fairs, and through Police Department Community Affairs Divisions to people in the hospital's surrounding neighborhoods. Ads were run in newspapers giving the special hours the Psychiatric Department would be open to receive people who wanted to speak with staff members. In addition, we had the staff doctors interviewed on radio programs. The multi-media effort outdrew all other participating hospitals in response to the number of prospective patients seen.
4. National Headache Foundation
We developed free consumer seminars conducted by doctors specializing in Migraine headaches. The seminars were well covered by the media via radio and TV interview as well as print publicity. In fact, the public response was so receptive to the entire category of headaches that The Foundation, at our suggestion, changed its name from The Migraine Foundation, to The National Headache Foundation.
5. Chocolatier Magazine for the Haymarket Publishing Group
To celebrate the launch of the first national gourmet magazine dedicated to chocolate and dessert lovers, we developed the "Ten Sweetest Sweethearts" events on Valentine's Day held at the Serendipity Restaurant (famous for desserts) which featured 10 famous couples form the diverse worlds of Radio, TV, Movies and Politics, each couple winning a 'Sweetest Sweetheart Couple" Award in their category. The event was very successful, attracting a wide variety of media from all parts of the country, resulting in major stories in wire service stories, TV features, plus a major spread in People Magazine.
At a later date, we selected a panel of judges comprised of renowned food writers and critics to choose the most delicious recipes from the best of Chocolatier Magazine. The event was held at the Loeb Boat House in Central park and was widely covered by reporters, TV News show crews, and received ongoing coverage from the media-affiliated judges themselves through articles, columns, etc.
6. Warner Lambert's Early Pregnancy Test (ept)
We developed and executed a public relations campaign, to launch the first-ever home pregnancy test to be introduced in the United States. The campaign was credited by the client for sales of $7 million prior to the ad campaign that had been delayed because of technical reasons. The product's success opened the door for an entirely new marketing category in this country, overcoming the bias of certain groups who initially had resisted the sale of these products in this country.
7. Carolan's Irish Creme Liqueur for Renfield Distributors
Cognizant of the fact that it is extremely difficult to obtain editorial credits for all liquor brand names, we decided to focus on special events to obtain the necessary exposure. We created a special campaign, working with Jury's Irish Cabaret, a famous restaurant in Dublin, Ireland, to put on an elaborate show at Carnegie Hall, featuring well-known Irish celebrities of musicians and singers. The result was an extremely successful media turnout to see the celebrities, and to eat and drink the great food and drinks based on Carolan's Irish Creme Liqueur...with our brand names credited!
LEE & RUSKIN
Public Relations/Marketing
