Issue: Mary Kay called on Coyne PR to help bring their Official Beauty Sponsorship of the 2007 Country Music Association (CMA) Awards center stage.

Idea: Coyne PR created “A Kiss for Country” – a philanthropic campaign designed to leverage the popularity of top country music artists through the online auction of their kiss prints and autographs, with all proceeds benefiting the Mary Kay Ash Charitable Foundation. The team sent specially-designed “kiss kits” to top country artists, urging them to help “kiss domestic violence goodbye.” Martina McBride, country music legend and domestic violence advocate, helped Mary Kay unveil the charitable kisses at a pre-awards press conference at the Country Music Hall of Fame. The kisses were then put up for an online consumer auction immediately following the event.

Impact: The results were something to sing about! More than 30 top country artists, including Reba McEntire, Wynonna, George Strait, Jo Dee Messina, Sara Evans and Miranda Lambert gave their own “Kiss for Country.” The campaign generated 130 million impressions through more than 140 placements in print, Internet and broadcast outlets.