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CASE STUDY:
HARD ROCK INTERNATIONAL SUSTAINABLE BIODIESEL ALLIANCE LAUNCH ISSUE: Committed to its “Save the Planet” motto, Hard Rock International joined with Willie Nelson to generate buzz for the Sustainable Biodiesel Alliance, a non-profit organization founded by Willie’s wife Annie Nelson, biodiesel advocate Daryl Hannah and members of the biodiesel community to promote sustainable biodiesel practices. IDEA: The team created an environmentally friendly event at Hard Rock Cafe New York in Times Square that featured locally grown produce, carbon offsets and green transportation for celebrities. The event linked Willie Nelson to other iconic music stars who have joined Hard Rock’s Ambassadors of Rock program, and served as the official launch of the Sustainable Biodiesel Alliance. IMPACT: Coyne PR drove the media relations efforts to generate stories for both Hard Rock and the Sustainable Biodiesel Alliance. To date, the event has garnered more than 227 million media impressions, including Time Out New York, New York Post, Chicago Tribune, Los Angeles Times, Fox & Friends and MTV. |
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CSR/Sustainability Case Studies
