Today’s media landscape is vast and evolving. While traditional media opportunities continue to dwindle, digital outlets are multiplying. Knowing who to target and how to reach them is as important as crafting a story idea that can edge out hundreds of pitches competing for the same coverage.
Our media relations experts nurture meaningful relationships with countless traditional and social media contacts. We still get results the tried-and-true way—tireless research, compelling pitches, personal connections and persistence, persistence, persistence. This approach works: for two main clients combined, we generated 5 billion media impressions and 5,500 placements last year.
TOPPERS PIZZA: RALLYING MEDIA AROUND THE LEGALIZATION OF CHEESE
Leading up to the 2015 NFC championship game between the Green Bay Packers and Seattle Seahawks, a township in Washington issued an executive order banning cheese. As the wacky news gained traction in mainstream media, we quickly uncovered ways to insert Toppers Pizza real-time into the story—and leveraged what sets the brand apart from its competitors: 100 percent real Wisconsin cheese.
In a period of 10 hours, we created a press release featuring a mugshot of a Toppers delivery driver who was “arrested” for trying to deliver a pizza in Washington and sent it to the media contacts we knew would love to be in on the fun. Then we encouraged Toppers Nation to join our rallying cry by posting pictures of support using #LegalizeCheese. As a reward, they received an e-coupon for a free pizza.
Our nimbleness paid off as national media outlets like Good Morning America and BuzzFeed answered our calls and picked up the campaign. In the two remaining days leading up to the big game, we secured 117 media placements, received over 500 #LegalizeCheese posts and Toppers saw sales increase 9 percent over the same weekend the year prior.
HYATT REGENCY LOST PINES: REDEFINING THE LOST ART OF THE FAMILIARIZATION EVENT
Hyatt Regency Lost Pines Resort & Spa is an award-winning, luxurious Texas wilderness escape located 15 minutes from Austin-Bergstrom International Airport, 25 minutes from downtown Austin and an easy road trip from Dallas and Houston.
To expand awareness about the offerings of the resort and the surrounding Bastrop area among travelers in the Lone Star State and beyond, Hyatt Regency Lost Pines and the Bastrop Marketing Corporation engaged Hiebing to create a series of familiarization events (FAMs) for media between 2014 and 2017. We knew if members of the media experienced this scenic neck of the woods for themselves, they’d be compelled to spread the word about everything visitors could enjoy, including: upscale accommodations, spa, golf, wildflowers, a waterpark and more at Hyatt Regency Lost Pines; winsome boutiques, art galleries and cafes along historic Main Street and other areas of Bastrop; as well as natural beauty and outdoor adventure along the Colorado River, countless hiking trails and various local and state parks.
We tailored the FAMs to individual writers, golf writers and reviewers, and drive-market freelancers and publications. For each, we customized itineraries to fit journalists’ beats while also spotlighting what was new and most noteworthy at the resort, the golf course and the surrounding Bastrop area.
As a result, coverage was garnered in local, regional, national and international publications such as: Austin Woman Magazine, BBC.com, CultureMap Houston and Austin, Dallas Morning News, Golf.com, The Huffington Post, Organic Spa Magazine, TravelingMom.com, USAToday.com and many others.