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CASE STUDY:
TOYS "R" US | A HOLIDAY TO REMEMBER ISSUE: 2007 proved to be a challenging year for the toy industry. Coming off the heels of a record number of toy recalls, Toys“R”Us turned to Coyne PR to help reinforce its position as a trusted source on all things toy-related while also furthering its position as the toy authority during the all-important holiday shopping season. IDEA: Coyne PR supported multiple high-profile initiatives throughout the season, including the Toy Guide for Differently-Abled Kids, the partnership with the Marine Toys for Tots Foundation and Black Friday and holiday toy trends. These programs were executed at strategic touch points throughout the season to help drive national and local market media coverage. The tactics for each initiative targeted national business and consumer media, from securing advances with key high level national print media outlets, to booking in-store and in-studio broadcast interviews with members of the Toys“R”Us executive team. IMPACT: Coyne PR, together with the Toys“R”Us PR team, generated outstanding results! In addition to being featured in USA Today and on “The Today Show,” the Toy Guide for Differently-Abled Kids was also included in many other high-profile outlets, including the Atlanta Journal Constitution, Chicago Tribune, Chicago Sun-Times, Pittsburgh Post Gazette and Dallas Morning News. The Toys for Tots campaign generated over 150 individual broadcast placements over a 2-day period, in such top markets as Philadelphia, Dallas, Miami, Seattle, Washington, DC, Denver and Detroit. The Black Friday campaign garnered numerous high-profile placements, including an in-studio interview with Chairman and CEO Jerry Storch on “Good Morning America,” followed by interviews with Fox Business Network, Bloomberg TV, CNN, Wall Street Journal Radio, Bloomberg Radio and NPR, among others. Results for the holiday toy trends campaign were highlighted by a feature story in USA Today followed by segments on WABC-TV (ABC) and WPIX-TV (CW) in New York and executive interviews on Wall Street Journal Radio and CNN Radio. |
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Retail Case Studies
