Issue: Coyne PR was called in to ring up success for the launch of Disney Mobile, the first-ever comprehensive cell phone service for families.

Idea: Prior to the launch, Coyne PR dialed-in and secured multiple national advances to help make the announcement. To ensure the story was heard loud and clear, these advances were designed to control the story and deliver key messages. The official launch of Disney Mobile was held in conjunction with CTIA, a major technology trade show, to capture the attention of the technology and business writers. In addition, Coyne PR also developed a comprehensive strategy to educate key influencers and the investment community on the phone service.

Impact: The results of the campaign rang clear with advances in key outlets, including The New York Times, The Wall Street Journal, USA Today, Reuters and Bloomberg. More than 100 media outlets attended the press conference at the CTIA show and the team conducted deskside interviews with 25 high-profile media. In total, Coyne PR collected more than 2,700 Disney Mobile stories, garnering more than 765 million media impressions, including “Live with Regis & Kelly,” “CNN Headline News,” CNBC’s “Power Lunch” and the Washington Post.