Pacira Pharmaceuticals

Issue: Annually, more than 70 million postsurgical patients are prescribed opioids, and a new survey – conducted by Pacira Pharmaceuticals – revealed that one in 10 patients became addicted or dependent on these medications following surgery.  To address this national epidemic, Pacira Pharmaceuticals and the American Society for Enhanced Recovery partnered on a national education campaign called “Choices Matter,” which is designed to educate and empower patients to proactively discuss postsurgical pain management, including non-opioid options, with their surgeons.

Idea: The year-long campaign, which launched in August, features Gabby Reece (former athlete and broadcast personality), whose recent knee replacement operation has made this a personal issue, and sports medicine surgeon Dr. Scott Sigman (Team Physician for the U.S. Ski Jump Team, former Chief of Orthopedics at Lowell General Hospital and Appointee of Governor Baker’s (MA) Commission to Examine the Feasibility of Establishing a Pain Management Access Program). The program included a national study of consumers and physicians and a non-branded consumer website called www.planagainstpain.com as a resource to educate consumers and provide tools to drive a dialogue with their physician.

Impact: In the first two weeks following launch, the team secured more than 103 traditional and social media placements resulting in more than 355 million media impressions. Highlights to date include USA Today, Good Day New York, Inc. Magazine, Reuters TV, AOL Sports, U.S. News & World Report, CNBC-TV, Doctors Radio on Sirius XM, Self.com, Yahoo, and CBS New York (Dr. Max Gomez feature). Most importantly, Pacira is receiving tremendous feedback on the program from both patients and current/potential customers who are lauding the campaign. In fact, one patient wrote that after hearing Gabby’s story, she was motivated to stop taking opioids after relying on them for 11 weeks following a total knee replacement.

Choices Matter

Issue: Annually, more than 70 million postsurgical patients are prescribed opioids, and a new survey – conducted by Pacira Pharmaceuticals – revealed that one in 10 patients became addicted or dependent on these medications following surgery.  To address this national epidemic, Pacira Pharmaceuticals and the American Society for Enhanced Recovery partnered on a national education campaign called “Choices Matter,” which is designed to educate and empower patients to proactively discuss postsurgical pain management, including non-opioid options, with their surgeons.

Idea: The year-long campaign, which launched in August, features Gabby Reece (former athlete and broadcast personality), whose recent knee replacement operation has made this a personal issue, and sports medicine surgeon Dr. Scott Sigman (Team Physician for the U.S. Ski Jump Team, former Chief of Orthopedics at Lowell General Hospital and Appointee of Governor Baker’s (MA) Commission to Examine the Feasibility of Establishing a Pain Management Access Program). The program included a national study of consumers and physicians and a non-branded consumer website called www.planagainstpain.com as a resource to educate consumers and provide tools to drive a dialogue with their physician.

Impact: In the first two weeks following launch, the team secured more than 103 traditional and social media placements resulting in more than 355 million media impressions. Highlights to date include USA Today, Good Day New York, Inc. Magazine, Reuters TV, AOL Sports, U.S. News & World Report, CNBC-TV, Doctors Radio on Sirius XM, Self.com, Yahoo, and CBS New York (Dr. Max Gomez feature). Most importantly, Pacira is receiving tremendous feedback on the program from both patients and current/potential customers who are lauding the campaign. In fact, one patient wrote that after hearing Gabby’s story, she was motivated to stop taking opioids after relying on them for 11 weeks following a total knee replacement.

34 Heritage

Issue:  A well-known player in the denim industry, 34 Heritage premium men’s denim tasked Coyne PR with establishing the brand as the pinnacle of luxury and comfort for the refined man, as well as a major force in the ever-evolving men’s fashion media landscape. With a specific focus on building new editor relationships and introducing the brand to the menswear industry at large for the first time, Coyne leveraged existing media ties and the team’s industry knowledge to garner significant, impactful digital and print coverage, all the while emphasizing the brand’s refinement and quality.

Idea: With a dual focus on building an organic blogger and media program and forging editor relationships, Coyne PR stepped into the new challenge full-speed ahead. Highlighting the brand’s unique fit, stellar fabric and refined look & feel, the team generated dozens of  pieces of coverage, in addition to product requests sample pulls following proactive, targeted and extensive media pitching to kick off the partnership. Coyne also worked to establish the brand’s identity as a refined everyday option for the man who enjoys tailored suits. Using the 34 Heritage showroom as a dedicated focal point, Coyne invited top media, including publications like Maxim and Esquire, to view the brand’s S17 collection while enjoying premium Scotch and a gifted pair of 34 Heritage denim.  The event left a lasting impression on top editors, some of whom called in and featured product the same week.

Impact: Coyne PR’s efforts have paid off in terms of driving home the brand’s focus on luxury, quality and style. A range of publications and top outlets have shone the spotlight on 34 Heritage, with coverage including top luxury and business features from the likes of Forbes and TheStreet.com. Top bloggers have also established the brand’s burgeoning style credibility and refinement. In total,  than 50 million media impressions have been generated following ongoing outreach, with top-tier trade and lifestyle outlets like MR. Magazine and Men’s Journal also expressing interest in future coverage.

Establishing the Brand as a Pinnacle of Luxury

Issue:  A well-known player in the denim industry, 34 Heritage premium men’s denim tasked Coyne PR with establishing the brand as the pinnacle of luxury and comfort for the refined man, as well as a major force in the ever-evolving men’s fashion media landscape. With a specific focus on building new editor relationships and introducing the brand to the menswear industry at large for the first time, Coyne leveraged existing media ties and the team’s industry knowledge to garner significant, impactful digital and print coverage, all the while emphasizing the brand’s refinement and quality.

Idea: With a dual focus on building an organic blogger and media program and forging editor relationships, Coyne PR stepped into the new challenge full-speed ahead. Highlighting the brand’s unique fit, stellar fabric and refined look & feel, the team generated dozens of  pieces of coverage, in addition to product requests sample pulls following proactive, targeted and extensive media pitching to kick off the partnership. Coyne also worked to establish the brand’s identity as a refined everyday option for the man who enjoys tailored suits. Using the 34 Heritage showroom as a dedicated focal point, Coyne invited top media, including publications like Maxim and Esquire, to view the brand’s S17 collection while enjoying premium Scotch and a gifted pair of 34 Heritage denim.  The event left a lasting impression on top editors, some of whom called in and featured product the same week.

Impact: Coyne PR’s efforts have paid off in terms of driving home the brand’s focus on luxury, quality and style. A range of publications and top outlets have shone the spotlight on 34 Heritage, with coverage including top luxury and business features from the likes of Forbes and TheStreet.com. Top bloggers have also established the brand’s burgeoning style credibility and refinement. In total,  than 50 million media impressions have been generated following ongoing outreach, with top-tier trade and lifestyle outlets like MR. Magazine and Men’s Journal also expressing interest in future coverage.

API Global

Issue: When the American Petroleum Institute (API) announced that it had approved two new diesel engine oil standards in the spring - the API Service Categories CK-4 and FA-4 - it marked a significant milestone in the development of low and high-viscosity oils for diesel engines. This marked the first time the category featured a split specification, one for vehicles model year 2016 or older, and one for new vehicles produced for the 2017 model year and beyond. To help inform a host of stakeholders consisting of engine manufacturers, fleet managers, mechanics, media and consumers, API tapped Coyne to generate a campaign that holistically engaged each audience through an integrated communications campaign.

Idea: Prior to the public announcement of the two categories, Coyne implemented a research program producing both quantitative and qualitative data. As the research progressed the insight started to clearly show the largest gap for all audiences is the need to simply understand which oil to physically put into the engine. After identifying this primary insight, the collective Coyne team initiated the integrated planning process to develop a program that stretched across paid, owned and earned activations. The creative concept posed a simple question with a clear path to an answer: “Are you CK-4 or FA-4?” The campaign kicked off with PR and social efforts to first create swift buzz and education in the marketplace followed by the launch of a comprehensive educational focused website and digital ad campaign targeting high-impact transport media.  

Impact: Overall, the integrated communications campaign generated more than 6.8 million highly targeted impressions within the transportation industry and will launch a branded platform for ongoing education on behalf of API within the industry for this effort and beyond.

Diesel Oil Matters

Issue: When the American Petroleum Institute (API) announced that it had approved two new diesel engine oil standards in the spring - the API Service Categories CK-4 and FA-4 - it marked a significant milestone in the development of low and high-viscosity oils for diesel engines. This marked the first time the category featured a split specification, one for vehicles model year 2016 or older, and one for new vehicles produced for the 2017 model year and beyond. To help inform a host of stakeholders consisting of engine manufacturers, fleet managers, mechanics, media and consumers, API tapped Coyne to generate a campaign that holistically engaged each audience through an integrated communications campaign.

Idea: Prior to the public announcement of the two categories, Coyne implemented a research program producing both quantitative and qualitative data. As the research progressed the insight started to clearly show the largest gap for all audiences is the need to simply understand which oil to physically put into the engine. After identifying this primary insight, the collective Coyne team initiated the integrated planning process to develop a program that stretched across paid, owned and earned activations. The creative concept posed a simple question with a clear path to an answer: “Are you CK-4 or FA-4?” The campaign kicked off with PR and social efforts to first create swift buzz and education in the marketplace followed by the launch of a comprehensive educational focused website and digital ad campaign targeting high-impact transport media.  

Impact: Overall, the integrated communications campaign generated more than 6.8 million highly targeted impressions within the transportation industry and will launch a branded platform for ongoing education on behalf of API within the industry for this effort and beyond.

Bosch Automotive Aftermarket

Issue: Bosch Automotive Aftermarket – Automotive Service Solutions challenged Coyne to connect with their target audience of automotive technicians in an authentic and honest way. The singular goal of the program was to further awareness and trial of their robust product lines under their brands including Bosch Diagnostics, Robinair, Actron and OTC Tools.

Idea: Recognizing an opportunity to build upon relationships that Bosch had already developed with select automotive technician influencers, Coyne developed a strategic approach to further establish and formally structure an influencer engagement program. To reach Bosch’s target audience, the influencer program facilitates the relationship by putting tools directly into the hands of these technicians. After sifting through countless automotive technician channels on YouTube, studying their videos and reviewing their engagement with viewers, Coyne selected key influencers to serve as unofficial brand ambassadors and tap into their core audience. Coyne positioned Bosch as a reliable resource for their projects, and also provided tools from the Bosch product lineup that would make their jobs easier, and therefore be featured in their videos with no added cost beyond the value of the tool.

Impact: The Bosch influencer program continues to grow, not only through the amount of automotive technicians participating, but most importantly, through the impact created. The program has encouraged engaging discussions among viewers and influencers alike, further introducing the Bosch Automotive Service Solutions products to an audience that may not have otherwise considered the tools. In the first year since launching the Bosch influencer program, Coyne has facilitated the appearance of Bosch tools in 16 influencer YouTube videos, and has reached approximately 171,000 viewers including the key target audience of automotive influencers.

Tapping Into Key Influencers

Issue: Bosch Automotive Aftermarket – Automotive Service Solutions challenged Coyne to connect with their target audience of automotive technicians in an authentic and honest way. The singular goal of the program was to further awareness and trial of their robust product lines under their brands including Bosch Diagnostics, Robinair, Actron and OTC Tools.

Idea: Recognizing an opportunity to build upon relationships that Bosch had already developed with select automotive technician influencers, Coyne developed a strategic approach to further establish and formally structure an influencer engagement program. To reach Bosch’s target audience, the influencer program facilitates the relationship by putting tools directly into the hands of these technicians. After sifting through countless automotive technician channels on YouTube, studying their videos and reviewing their engagement with viewers, Coyne selected key influencers to serve as unofficial brand ambassadors and tap into their core audience. Coyne positioned Bosch as a reliable resource for their projects, and also provided tools from the Bosch product lineup that would make their jobs easier, and therefore be featured in their videos with no added cost beyond the value of the tool.

Impact: The Bosch influencer program continues to grow, not only through the amount of automotive technicians participating, but most importantly, through the impact created. The program has encouraged engaging discussions among viewers and influencers alike, further introducing the Bosch Automotive Service Solutions products to an audience that may not have otherwise considered the tools. In the first year since launching the Bosch influencer program, Coyne has facilitated the appearance of Bosch tools in 16 influencer YouTube videos, and has reached approximately 171,000 viewers including the key target audience of automotive influencers.

Palmer's

Issue: With the approaching year of Palmer’s 175th Anniversary, Coyne was tasked with planning a memorable celebration that honored the rich history of the brand and launch the entry into a new product category with Palmer’s Cocoa Butter Formula Eventone Suncare.

Idea: To simultaneously celebrate both the past and the future of Palmer’s, the Coyne team conceived and created an NYC-based event to inform and entertain national beauty, health and wellness editors, influencers and experts.  Set at a rooftop bar in Manhattan reminiscent of the summertime fun, a tropical oasis was created complete with themed vignettes and experiential stations.

Guests began their journey with a visual history of the 175 years of Palmer’s, including vintage ads, signage and packaging, from the very first product and were brought to present day with the new suncare range launch. The evening was capped off with a UV Skin Analysis, which assessed their current sun damage, and a consultation with an aesthetician regarding protecting skin from the harmful rays. The Skin Cancer Foundation, whose seal appears on Palmer’s suncare products, was also on-hand to discuss the importance of proper suncare throughout your life.  Editors left with samples of each product to test out at their offices and with their editorial community and readers. Following the event, Coyne continued to raise product awareness with key media and consumers and coordinated the inclusion of the standout suncare products in popular beauty boxes.

Impact: Before the event was over, media members from Total Beauty, Good Housekeeping, and Rachel Ray had already began to post photos of the Palmer’s celebration on their social media channels. With approximately 40 top-tier guests from outlets like People StyleWatch, InStyle, Essence, and Popsugar.com, Coyne was able to spread the word about the range among top media and influencers. By the end of the summer season, Coyne garnered more than 88 million media impressions in top print, online and broadcast outlets including Cosmopolitan, WWD and Marie Claire.

Palmer’s 175th Birthday Celebration – a “Sun-sational” Success!

Issue: With the approaching year of Palmer’s 175th Anniversary, Coyne was tasked with planning a memorable celebration that honored the rich history of the brand and launch the entry into a new product category with Palmer’s Cocoa Butter Formula Eventone Suncare.

Idea: To simultaneously celebrate both the past and the future of Palmer’s, the Coyne team conceived and created an NYC-based event to inform and entertain national beauty, health and wellness editors, influencers and experts.  Set at a rooftop bar in Manhattan reminiscent of the summertime fun, a tropical oasis was created complete with themed vignettes and experiential stations.

Guests began their journey with a visual history of the 175 years of Palmer’s, including vintage ads, signage and packaging, from the very first product and were brought to present day with the new suncare range launch. The evening was capped off with a UV Skin Analysis, which assessed their current sun damage, and a consultation with an aesthetician regarding protecting skin from the harmful rays. The Skin Cancer Foundation, whose seal appears on Palmer’s suncare products, was also on-hand to discuss the importance of proper suncare throughout your life.  Editors left with samples of each product to test out at their offices and with their editorial community and readers. Following the event, Coyne continued to raise product awareness with key media and consumers and coordinated the inclusion of the standout suncare products in popular beauty boxes.

Impact: Before the event was over, media members from Total Beauty, Good Housekeeping, and Rachel Ray had already began to post photos of the Palmer’s celebration on their social media channels. With approximately 40 top-tier guests from outlets like People StyleWatch, InStyle, Essence, and Popsugar.com, Coyne was able to spread the word about the range among top media and influencers. By the end of the summer season, Coyne garnered more than 88 million media impressions in top print, online and broadcast outlets including Cosmopolitan, WWD and Marie Claire.

Pennzoil

Issue: Annually, the who’s who of the aftermarket industry head to Las Vegas to partake in the world’s largest aftermarket tradeshow, The SEMA Show. Without a new product to launch at the show, Pennzoil faced the challenge of how to stand out to the more than 100,000 people that attend. Pennzoil forged a new partnership with a highly recognizable brand ambassador to rebuild a vehicle and tell a unique story that would command attention.    

Idea: In recent years, Pennzoil has made it a priority to forge partnerships with people from the automotive industry ranging from NASCAR drivers like Joey Logano to precision drivers like Rhys Millen. The newest addition to join the Pennzoil team was actor and automotive enthusiast Sung Kang, most known for his role as “Han” in the Fast and Furious franchise. Pennzoil and Sung Kang brought together a team of aspiring young automotive technicians to transform a vehicle titled, “Project Underdog”. Under Kang’s tutelage, 3 high school students from California took on the ultimate underdog, a 1972 Ford Maverick to be completed restored in a few short months. The vehicle was unveiled at a press conference in the Pennzoil Pioneering Performance booth with commentary by Sung Kang, the students and Pennzoil executives.    

Impact: The reserved media section for the press conference was packed with automotive top dogs such as AutoTrader, Car & Driver and Popular Mechanics along with hundreds of fans filling Pennzoil’s show space. The “Project Underdog” Maverick quickly became the talk of the SEMA Show with accolades such as “might be the coolest car at SEMA” from AutoWeek and “Top 5 SEMA debuts” from Motor1. The unveil brought to light Pennzoil’s passion for the next generation of automotive technicians, forged a solid relationship with a powerful influencer and captured headlines from some of the industry’s largest publications in five different countries. Total coverage  surpassed Pennzoil’s target by garnering more than 45 million media impressions.

Rooting for the Underdog

Issue: Annually, the who’s who of the aftermarket industry head to Las Vegas to partake in the world’s largest aftermarket tradeshow, The SEMA Show. Without a new product to launch at the show, Pennzoil faced the challenge of how to stand out to the more than 100,000 people that attend. Pennzoil forged a new partnership with a highly recognizable brand ambassador to rebuild a vehicle and tell a unique story that would command attention.    

Idea: In recent years, Pennzoil has made it a priority to forge partnerships with people from the automotive industry ranging from NASCAR drivers like Joey Logano to precision drivers like Rhys Millen. The newest addition to join the Pennzoil team was actor and automotive enthusiast Sung Kang, most known for his role as “Han” in the Fast and Furious franchise. Pennzoil and Sung Kang brought together a team of aspiring young automotive technicians to transform a vehicle titled, “Project Underdog”. Under Kang’s tutelage, 3 high school students from California took on the ultimate underdog, a 1972 Ford Maverick to be completed restored in a few short months. The vehicle was unveiled at a press conference in the Pennzoil Pioneering Performance booth with commentary by Sung Kang, the students and Pennzoil executives.    

Impact: The reserved media section for the press conference was packed with automotive top dogs such as AutoTrader, Car & Driver and Popular Mechanics along with hundreds of fans filling Pennzoil’s show space. The “Project Underdog” Maverick quickly became the talk of the SEMA Show with accolades such as “might be the coolest car at SEMA” from AutoWeek and “Top 5 SEMA debuts” from Motor1. The unveil brought to light Pennzoil’s passion for the next generation of automotive technicians, forged a solid relationship with a powerful influencer and captured headlines from some of the industry’s largest publications in five different countries. Total coverage  surpassed Pennzoil’s target by garnering more than 45 million media impressions.

Quaker State

Issue: In the last decade it has becoming increasingly difficult to get young people interested in pursuing a career as an automotive technician. Additionally, each year the motor oil industry sees the scales tilt more towards DIFM (do it for me) oil changes versus DIY (do it yourself) oil changes. Because of this trend, consumers who go the DIFM route, more often than not, trust their automotive technician to select motor oil for their vehicle as opposed to the DIY consumer who is making the in-store purchasing.

Idea: With a dedication to preserving the automotive community, Quaker State developed a national program designed to inspire the next generation of mechanics. In order to reach the future automotive technicians of America, Quaker State kicked off the “Best in Class Challenge,” a 6-week automotive education program featuring high school auto shop students from across the United States restoring, tuning and customizing a pre-owned car into a showroom-ready, creative representation of their school. Narrowed down from an initial 55 schools, five high school teams from different markets across the country competed for not only bragging rights, but a feature digital article and video on automotive websites, the opportunity to attend and participate in a Barrett Jackson auction in West Palm Beach, Florida, plus prize money for their high school.

Impact: Quaker State experienced unprecedented success with local market coverage, including placements in major publications like The Chicago Tribune, NJ.com, The Atlanta Journal Constitution and The Charlotte Observer. From launch in September to conclusion in December, the Quaker State “Best In Class Challenge” generated more than 650 placements garnering almost 46 million earned media impressions across print, digital and broadcast publications.

Back to School with the

Issue: In the last decade it has becoming increasingly difficult to get young people interested in pursuing a career as an automotive technician. Additionally, each year the motor oil industry sees the scales tilt more towards DIFM (do it for me) oil changes versus DIY (do it yourself) oil changes. Because of this trend, consumers who go the DIFM route, more often than not, trust their automotive technician to select motor oil for their vehicle as opposed to the DIY consumer who is making the in-store purchasing.

Idea: With a dedication to preserving the automotive community, Quaker State developed a national program designed to inspire the next generation of mechanics. In order to reach the future automotive technicians of America, Quaker State kicked off the “Best in Class Challenge,” a 6-week automotive education program featuring high school auto shop students from across the United States restoring, tuning and customizing a pre-owned car into a showroom-ready, creative representation of their school. Narrowed down from an initial 55 schools, five high school teams from different markets across the country competed for not only bragging rights, but a feature digital article and video on automotive websites, the opportunity to attend and participate in a Barrett Jackson auction in West Palm Beach, Florida, plus prize money for their high school.

Impact: Quaker State experienced unprecedented success with local market coverage, including placements in major publications like The Chicago Tribune, NJ.com, The Atlanta Journal Constitution and The Charlotte Observer. From launch in September to conclusion in December, the Quaker State “Best In Class Challenge” generated more than 650 placements garnering almost 46 million earned media impressions across print, digital and broadcast publications.

The SEC Network

Issue: In preparation for the launch of their newest broadcast property, The SEC Network, in August 2014, ESPN turned to Coyne PR for assistance in raising national and regional brand awareness for the network among consumers and—importantly—potential carriage providers.

Idea: Coyne devised a two-pronged approach to media outreach: elevate the launch of the SEC Network as a must-have national outlet, while maintaining a particularly strong drumbeat in existing SEC hotbed markets. To expand the network’s media footprint nationally, Coyne leveraged tried-and-true ESPN network talent, including Jesse Palmer, Brent Musburger and Paul Finebaum, as well as new, high-profile additions to the ESPN family specific to the soon-to-launch network, such as Tim Tebow. In an effort to fuel the fan fire down south, particularly in SEC-specific  markets, Coyne placed SEC Network talent and executives in front of regional print and radio outlets on an almost weekly basis, and booked SEC Network talent on a month-long regional radio media tour to drive a steady drumbeat of local market press coverage. Lastly, Coyne introduced and educated sports business industry influencers by offering a behind-the-scenes look at the process of launching a network, coordinating an intimate media luncheon in New York City with SEC Network leader Justin Connolly and lead play-by-play voice Musburger with media.

Impact: By the time it launched on August 14, 2014, every major cable provider in the country was on board to carry the SEC Network, and it is considered to be the most successful network launch in cable history. Coyne generated significant national press coverage for SEC Network talent and executives including features in the Wall Street Journal, USA TODAY, Delta Sky, American Airlines and JetSet Magazine, as well as top-tier regional outlets in key SEC markets such as Atlanta Magazine, Gainesville Magazine, 002 Houston and The South, among many others.

Supporting the Most Successful Network Launch in Cable History

Issue: In preparation for the launch of their newest broadcast property, The SEC Network, in August 2014, ESPN turned to Coyne PR for assistance in raising national and regional brand awareness for the network among consumers and—importantly—potential carriage providers.

Idea: Coyne devised a two-pronged approach to media outreach: elevate the launch of the SEC Network as a must-have national outlet, while maintaining a particularly strong drumbeat in existing SEC hotbed markets. To expand the network’s media footprint nationally, Coyne leveraged tried-and-true ESPN network talent, including Jesse Palmer, Brent Musburger and Paul Finebaum, as well as new, high-profile additions to the ESPN family specific to the soon-to-launch network, such as Tim Tebow. In an effort to fuel the fan fire down south, particularly in SEC-specific  markets, Coyne placed SEC Network talent and executives in front of regional print and radio outlets on an almost weekly basis, and booked SEC Network talent on a month-long regional radio media tour to drive a steady drumbeat of local market press coverage. Lastly, Coyne introduced and educated sports business industry influencers by offering a behind-the-scenes look at the process of launching a network, coordinating an intimate media luncheon in New York City with SEC Network leader Justin Connolly and lead play-by-play voice Musburger with media.

Impact: By the time it launched on August 14, 2014, every major cable provider in the country was on board to carry the SEC Network, and it is considered to be the most successful network launch in cable history. Coyne generated significant national press coverage for SEC Network talent and executives including features in the Wall Street Journal, USA TODAY, Delta Sky, American Airlines and JetSet Magazine, as well as top-tier regional outlets in key SEC markets such as Atlanta Magazine, Gainesville Magazine, 002 Houston and The South, among many others.

Mohegan Sun

Issue: Since opening its doors in October 1996, Mohegan Sun has grown to be among the top three largest casinos in the U.S and one of the East Coast’s premiere resorts, delivering unforgettable experiences to more than nine million visitors each year. As the all-encompassing resort complex approached its 20-year milestone, Mohegan Sun challenged Coyne to drive media and consumer buzz surrounding the brand’s month-long 20th Anniversary celebration featuring a lineup of more than 50 concerts, comedy specials and celebrity events.

Idea: To generate awareness for Mohegan Sun’s 20th Anniversary celebration, Coyne proposed creation of a 360 virtual reality (VR) video to truly bring the brand story to life through a unique consumer experience.  A five-minute-long VR video was produced showcasing Mohegan Sun’s spectacular property, resort amenities and entertainment venues, bringing the viewers along a real journey, as if they were right there on-property. A month-long celebrity studded celebration plan was engaged to support the entertainment messaging, with an A-list headline performance scheduled every week and a special focus on the actual anniversary VIP weekend set for mid-October. The full lineup was then teased to media along with invites to attend special performances during the VIP weekend. The one-of-a-kind 360 VR video was also created to convey the brands’ successful 20-year-long story through an immersive and memorable consumer experience, to both -differentiate the brand from competition and commemorate the exciting company milestone.

Impact: The team has garnered more than 847,000,000 impressions and approximately $6 Million in comparative advertising value to-date. Nationally, broadcast coverage included segments on E! News, Entertainment Tonight, Elvis Duran and the Morning Show and Boomer & Carton, as well as online hits on People, CNBC, Us Weekly, FOX News and Life & Style among many others.

20th ANNIVERSARY

Issue: Since opening its doors in October 1996, Mohegan Sun has grown to be among the top three largest casinos in the U.S and one of the East Coast’s premiere resorts, delivering unforgettable experiences to more than nine million visitors each year. As the all-encompassing resort complex approached its 20-year milestone, Mohegan Sun challenged Coyne to drive media and consumer buzz surrounding the brand’s month-long 20th Anniversary celebration featuring a lineup of more than 50 concerts, comedy specials and celebrity events.

Idea: To generate awareness for Mohegan Sun’s 20th Anniversary celebration, Coyne proposed creation of a 360 virtual reality (VR) video to truly bring the brand story to life through a unique consumer experience.  A five-minute-long VR video was produced showcasing Mohegan Sun’s spectacular property, resort amenities and entertainment venues, bringing the viewers along a real journey, as if they were right there on-property. A month-long celebrity studded celebration plan was engaged to support the entertainment messaging, with an A-list headline performance scheduled every week and a special focus on the actual anniversary VIP weekend set for mid-October. The full lineup was then teased to media along with invites to attend special performances during the VIP weekend. The one-of-a-kind 360 VR video was also created to convey the brands’ successful 20-year-long story through an immersive and memorable consumer experience, to both -differentiate the brand from competition and commemorate the exciting company milestone.

Impact: The team has garnered more than 847,000,000 impressions and approximately $6 Million in comparative advertising value to-date. Nationally, broadcast coverage included segments on E! News, Entertainment Tonight, Elvis Duran and the Morning Show and Boomer & Carton, as well as online hits on People, CNBC, Us Weekly, FOX News and Life & Style among many others.

Murad

Issue: As a recognized prestige clinical skincare brand recently purchased by Unilever, Murad was asked to launch their unique Connected Beauty philosophy in a big way. Coyne was tasked with creating a major media moment bringing Murad into the world of wellness. In addition, Coyne needed to launch two key January 2017 product innovations to media as a supplement to a wellness lifestyle.

Idea: Coyne positioned Murad as a player in the wellness space via an enlightening Ted-Talk style speaker series entitled the first-ever Murad Connected Beauty Summit. The Summit, which was held at The Glasshouses in New York’s Chelsea neighborhood fascinated attendees with keynote topics: Sleep, Epigenetics, Mindfulness and Cultural Stress as presented by speakers Arianna Huffington, Unilever’s Global VP of Discovery Jason Harcup, Mallika Chopra and Dr. Howard Murad. The engaging speaker series brought the connected beauty philosophy to the forefront with impactful statistics, surprising information and activities that align with a holistic, whole-person approach to health and beauty. Invitees spanned not only beauty media and influencers, but wellness, mindfulness and health. An interactive virtual reality activity was involved to let guests experience connected beauty through technology.

Impact: Coyne generated impactful immediate and ongoing results for Murad’s first-ever Connected Beauty Summit drawing in 45+ top-tier media and influencers. The morning of the event was off to a great start with an exclusive launch piece in WWD posting online and appearing in the Digital Daily e-newsletter. Key media including Allure, Self and Teen Vogue interviewed Dr. Murad onsite, and engaging product activations brought the new launches to life resulting in immediate media requests. Social media supported the initiative with over 90,000 people tuning into the Connected Beauty Summit on Facebook Live and top-tier media sharing their experience on their social channels in real time.

Connected Beauty Summit

Issue: As a recognized prestige clinical skincare brand recently purchased by Unilever, Murad was asked to launch their unique Connected Beauty philosophy in a big way. Coyne was tasked with creating a major media moment bringing Murad into the world of wellness. In addition, Coyne needed to launch two key January 2017 product innovations to media as a supplement to a wellness lifestyle.

Idea: Coyne positioned Murad as a player in the wellness space via an enlightening Ted-Talk style speaker series entitled the first-ever Murad Connected Beauty Summit. The Summit, which was held at The Glasshouses in New York’s Chelsea neighborhood fascinated attendees with keynote topics: Sleep, Epigenetics, Mindfulness and Cultural Stress as presented by speakers Arianna Huffington, Unilever’s Global VP of Discovery Jason Harcup, Mallika Chopra and Dr. Howard Murad. The engaging speaker series brought the connected beauty philosophy to the forefront with impactful statistics, surprising information and activities that align with a holistic, whole-person approach to health and beauty. Invitees spanned not only beauty media and influencers, but wellness, mindfulness and health. An interactive virtual reality activity was involved to let guests experience connected beauty through technology.

Impact: Coyne generated impactful immediate and ongoing results for Murad’s first-ever Connected Beauty Summit drawing in 45+ top-tier media and influencers. The morning of the event was off to a great start with an exclusive launch piece in WWD posting online and appearing in the Digital Daily e-newsletter. Key media including Allure, Self and Teen Vogue interviewed Dr. Murad onsite, and engaging product activations brought the new launches to life resulting in immediate media requests. Social media supported the initiative with over 90,000 people tuning into the Connected Beauty Summit on Facebook Live and top-tier media sharing their experience on their social channels in real time.

Nature's Harvest Bread

Issue: Nature’s Harvest bread is bringing excitement to a relatively dry category with the sponsorship of the highly anticipated Pixar movie, “Finding Dory.”  The goal is to raise awareness for the brand as an “easy choice for whole grains.”

 

Idea: Coyne enlisted the expertise of registered dietitian, Heidi Diller, to take the “Finding Dory” excitement to a new level for the brand with the creation of “Finding Dory”-inspired recipes.  The strategy behind the concept is to engage parents and their children to make recipes like, The PB & Jellyfish Sandwich, and taste the baked with whole grain goodness for themselves.  The initiative includes a nationwide media outreach campaign as well as blogger engagement.

Impact: Coyne dove right in and in just the first week since launch, the team generated nearly 10 million media impressions for the sponsorship announcement.  Media are eating up the recipes as the excitement for the movie continues to build and the team gears up for the premiere party where the recipes will be served to all who attend.

Making a Splash with Whole Grains

Issue: Nature’s Harvest bread is bringing excitement to a relatively dry category with the sponsorship of the highly anticipated Pixar movie, “Finding Dory.”  The goal is to raise awareness for the brand as an “easy choice for whole grains.”

 

Idea: Coyne enlisted the expertise of registered dietitian, Heidi Diller, to take the “Finding Dory” excitement to a new level for the brand with the creation of “Finding Dory”-inspired recipes.  The strategy behind the concept is to engage parents and their children to make recipes like, The PB & Jellyfish Sandwich, and taste the baked with whole grain goodness for themselves.  The initiative includes a nationwide media outreach campaign as well as blogger engagement.

Impact: Coyne dove right in and in just the first week since launch, the team generated nearly 10 million media impressions for the sponsorship announcement.  Media are eating up the recipes as the excitement for the movie continues to build and the team gears up for the premiere party where the recipes will be served to all who attend.

eureka! Organic Bread

Issue: In a category where nutritional benefits are the cost of entry but the taste expectations are low, how do you stand out and make some noise?

Idea: Eating organic doesn’t have to be bland and that’s exactly what eureka! Organic Bread is feeding to its consumers as part of its first-ever integrated marketing campaign developed by Coyne. The ‘Don’t Be Bland’ campaign leverages a playful and unexpected tone to break consumer perception and inspire those with an itch for discovery to never stop looking for a better way. To help tell the brand story, eureka! Organic Bread is quite literally “busting” through the bread aisle with Archimedes, a character who breathes new life and attitude into the category in an unexpected way.

Impact: The tagline “Don’t Be Bland” is a rallying cry beyond just the great taste of the bread. It is meant to inspire a way of life. Executions across digital, print and animated :15 videos give flavor to Archimedes’ wisdom and enduring sense of curiosity.

The videos have inspired the curiosity of our audience with some impressive performance during launch:
-     YouTube view rates beat food industry benchmarks by up to 36%
-     Completion rates on Run network outperformed benchmark by 15% and click through rates by 25%
-     SheKnows click-through rates ran at 3 times the norm

Don't Be Bland

Issue: In a category where nutritional benefits are the cost of entry but the taste expectations are low, how do you stand out and make some noise?

Idea: Eating organic doesn’t have to be bland and that’s exactly what eureka! Organic Bread is feeding to its consumers as part of its first-ever integrated marketing campaign developed by Coyne. The ‘Don’t Be Bland’ campaign leverages a playful and unexpected tone to break consumer perception and inspire those with an itch for discovery to never stop looking for a better way. To help tell the brand story, eureka! Organic Bread is quite literally “busting” through the bread aisle with Archimedes, a character who breathes new life and attitude into the category in an unexpected way.

Impact: The tagline “Don’t Be Bland” is a rallying cry beyond just the great taste of the bread. It is meant to inspire a way of life. Executions across digital, print and animated :15 videos give flavor to Archimedes’ wisdom and enduring sense of curiosity.

The videos have inspired the curiosity of our audience with some impressive performance during launch:
-     YouTube view rates beat food industry benchmarks by up to 36%
-     Completion rates on Run network outperformed benchmark by 15% and click through rates by 25%
-     SheKnows click-through rates ran at 3 times the norm

National Confectioners Association

Issue: Coyne worked with the National Confectioners Association to lead PR efforts for the NCA’s largest event of the year – the 2016 Sweets & Snacks Expo … and it was a real treat!
 

Idea: The event at Chicago’s McCormick place spanned 4 acres with 750 brands exhibiting to 17,000 attendees and focused on industry education, innovation and business development.


Impact: More than 250 media attended the event, resulting in more than 500 placements and more than 200 million media impressions including the “TODAY Show,” Huffington Post, Yahoo!, Delish.com, Chicago Tribune, “Good Day Chicago” and industry trades.

Sweet Support

Issue: Coyne worked with the National Confectioners Association to lead PR efforts for the NCA’s largest event of the year – the 2016 Sweets & Snacks Expo … and it was a real treat!
 

Idea: The event at Chicago’s McCormick place spanned 4 acres with 750 brands exhibiting to 17,000 attendees and focused on industry education, innovation and business development.


Impact: More than 250 media attended the event, resulting in more than 500 placements and more than 200 million media impressions including the “TODAY Show,” Huffington Post, Yahoo!, Delish.com, Chicago Tribune, “Good Day Chicago” and industry trades.

CHEF'D

Issue: Chef’d is a relative newcomer in the crowded meal kit delivery service space dominated by industry leaders Blue Apron, HelloFresh and Plated.

Idea: Coyne employs a multi-layered strategy to drive media results. Leveraging new partnerships such as the New York Times Cooking website, message discipline focusing on its “no subscription, order what you want, when you want” model for consumers, and highlighting white label offerings for brands underscores distinction in the category and breaks through the clutter.  Strategic use of media exclusives combined with Coyne’s extensive media contacts has driven widespread media attention for the brand.

Impact: In the first six months the team has produced hundreds of print, online and broadcast stories including Bloomberg Businessweek, New York Times, Washington Post, BusinessInsider, USA Today, Mashable, Eater, CNN.com and 120 broadcast placements nationwide.  The brand recently completed a new round of funding and continues to grow both its consumer base and brand partners.

Delivering for Chef'd

Issue: Chef’d is a relative newcomer in the crowded meal kit delivery service space dominated by industry leaders Blue Apron, HelloFresh and Plated.

Idea: Coyne employs a multi-layered strategy to drive media results. Leveraging new partnerships such as the New York Times Cooking website, message discipline focusing on its “no subscription, order what you want, when you want” model for consumers, and highlighting white label offerings for brands underscores distinction in the category and breaks through the clutter.  Strategic use of media exclusives combined with Coyne’s extensive media contacts has driven widespread media attention for the brand.

Impact: In the first six months the team has produced hundreds of print, online and broadcast stories including Bloomberg Businessweek, New York Times, Washington Post, BusinessInsider, USA Today, Mashable, Eater, CNN.com and 120 broadcast placements nationwide.  The brand recently completed a new round of funding and continues to grow both its consumer base and brand partners.

PEEPS

Issue:  PEEPS® charged Coyne PR with the task of making a connection between two core selling seasons for consumers — Easter and Christmas, all while tying closely to the brands first-ever holiday season advertising.

Idea: Since the new ads featured Santa hopping like the Easter Bunny while placing PEEPS® into Christmas stockings, Coyne PR brought the ad campaign to life throughout New York City with 20 hopping Santas. The team organized a sweet Santa Hop flash mob, who hopped to the tune of the Bunny Hop, and also participated in a morning show ambush at the “Today Show” and “Good Morning America” and also delighted fans in high traffic locations around the city during the busy holiday time. The Santas and their helpers distributed PEEPS® to consumers and passersby, and finished off the day at FAO Schwarz where the Santas surprised and entertained shoppers.

Impact:  This guerilla-style PR event resulted in nearly 650 million impressions for the PEEPS® brand. The Santas shared lots of Christmas spirit while making appearances on the “Today Show,” “Good Morning America” and “Fox 5 News,” with photos appearing on Yahoo!, The Christian Science Monitor, several wire services and more. Throughout the day crowds continued to gather around the Santas as they interacted with thousands of consumers, distributing approx. 8,000 PEEPS® Candy Cane Chicks. Fans were encouraged to share their excitement, photos and videos of the event on social media utilizing the #PEEPSONALITY.

Santas Hop through NYC Spreading PEEPSONALITY®

Issue:  PEEPS® charged Coyne PR with the task of making a connection between two core selling seasons for consumers — Easter and Christmas, all while tying closely to the brands first-ever holiday season advertising.

Idea: Since the new ads featured Santa hopping like the Easter Bunny while placing PEEPS® into Christmas stockings, Coyne PR brought the ad campaign to life throughout New York City with 20 hopping Santas. The team organized a sweet Santa Hop flash mob, who hopped to the tune of the Bunny Hop, and also participated in a morning show ambush at the “Today Show” and “Good Morning America” and also delighted fans in high traffic locations around the city during the busy holiday time. The Santas and their helpers distributed PEEPS® to consumers and passersby, and finished off the day at FAO Schwarz where the Santas surprised and entertained shoppers.

Impact:  This guerilla-style PR event resulted in nearly 650 million impressions for the PEEPS® brand. The Santas shared lots of Christmas spirit while making appearances on the “Today Show,” “Good Morning America” and “Fox 5 News,” with photos appearing on Yahoo!, The Christian Science Monitor, several wire services and more. Throughout the day crowds continued to gather around the Santas as they interacted with thousands of consumers, distributing approx. 8,000 PEEPS® Candy Cane Chicks. Fans were encouraged to share their excitement, photos and videos of the event on social media utilizing the #PEEPSONALITY.

Intarcia

Issue: Nearly 30 million Americans suffer from type 2 diabetes (T2D), yet less than 50 percent of all patients with diabetes are at target blood sugar levels despite the availability of nearly 40 new pills and injections introduced in the last 10 years alone. Much of the issue ties back to poor adherence as patients aren’t taking the medications they need, when they need them. Intarcia Therapeutics tapped Coyne along with Wholepoint Communications to manage internal and external communications for Intarcia and its novel, investigational product for T2D.

Idea: Coyne is employing a holistic, multi-channel communications program aimed at educating the marketplace about poor control and adherence in T2D, and the need for new novel treatment approaches. External communications includes advocacy development, data and financial milestone management and social media strategies. Internal communications includes the introduction and management of the company’s Intranet and other employee-engagement programs.

Impact: These initiatives are successfully laying the groundwork for a fundamental change in how the community approaches the treatment of T2D. Media highlights include Boston Business Journal, Bloomberg, Fortune, and the Wall Street Journal that help enhance Intarcia’s profile as a potential “game changer” in the T2D space.

Changing Expectations in the Management of T2D

Issue: Nearly 30 million Americans suffer from type 2 diabetes (T2D), yet less than 50 percent of all patients with diabetes are at target blood sugar levels despite the availability of nearly 40 new pills and injections introduced in the last 10 years alone. Much of the issue ties back to poor adherence as patients aren’t taking the medications they need, when they need them. Intarcia Therapeutics tapped Coyne along with Wholepoint Communications to manage internal and external communications for Intarcia and its novel, investigational product for T2D.

Idea: Coyne is employing a holistic, multi-channel communications program aimed at educating the marketplace about poor control and adherence in T2D, and the need for new novel treatment approaches. External communications includes advocacy development, data and financial milestone management and social media strategies. Internal communications includes the introduction and management of the company’s Intranet and other employee-engagement programs.

Impact: These initiatives are successfully laying the groundwork for a fundamental change in how the community approaches the treatment of T2D. Media highlights include Boston Business Journal, Bloomberg, Fortune, and the Wall Street Journal that help enhance Intarcia’s profile as a potential “game changer” in the T2D space.

Pennzoil

Issue: In 2016, Pennzoil challenged Coyne PR to launch a campaign that would resonate so deeply with consumers that they would recall the Pennzoil brand during their next oil change. Rather than bombard consumers with traditional marketing tactics used by all of the competitors in the motor oil category, Pennzoil decided to break the mold and start thinking like an auto manufacturer rather than an aftermarket company.

Idea: With snackable content desired by media for their audience to easily consume and engage, Pennzoil developed a 3-part film series titled JOYRIDE, featuring ultra-cool cars, a world-class precision driver and action-packed driving in challenging terrains across the globe.  The concept for JOYRIDE spurred from the public’s feeding frenzy for high-octane, exhilarating content and the need to showcase the next level performance benefits of Pennzoil Synthetics versus simply stating it. Building on Pennzoil’s impressive roster of OEM relationships, the brand took the Ferrari 488GTB to the sleek streets of Barcelona, the 2016 Jeep Wrangler Rubicon to the extreme terrain of the Baja Desert and the 2016 BMW M6 Coupe to the harsh tundra biosphere of the Canadian Rockies. From the footage, Pennzoil was able to develop distinct clips for all films in the series, each appealing to a different audience/media segment: Teaser, Full Film, Behind the Scenes and 360 Degree View.

Impact: The full-force strategic PR efforts ranged from an intimate, upscale premiere event at a Michelin-starred Catalan restaurant in NYC, to cactus mailers teasing Baja and a Canadian premiere event that set the scene (and temperature) at a Toronto ice bar. In 2016, Pennzoil reached new audiences with coverage in national outlets that have previously not had Pennzoil on their radar, including; New York Daily News, Maxim, MSN and more! Total coverage results clocked in at more than 430 stories, generating 57.2 million media impressions. Most importantly, Coyne PR helped changed the conversation around the brand, positioning Pennzoil as an innovator in automotive performance through engaging, owned content.

Going on a Joyride

Issue: In 2016, Pennzoil challenged Coyne PR to launch a campaign that would resonate so deeply with consumers that they would recall the Pennzoil brand during their next oil change. Rather than bombard consumers with traditional marketing tactics used by all of the competitors in the motor oil category, Pennzoil decided to break the mold and start thinking like an auto manufacturer rather than an aftermarket company.

Idea: With snackable content desired by media for their audience to easily consume and engage, Pennzoil developed a 3-part film series titled JOYRIDE, featuring ultra-cool cars, a world-class precision driver and action-packed driving in challenging terrains across the globe.  The concept for JOYRIDE spurred from the public’s feeding frenzy for high-octane, exhilarating content and the need to showcase the next level performance benefits of Pennzoil Synthetics versus simply stating it. Building on Pennzoil’s impressive roster of OEM relationships, the brand took the Ferrari 488GTB to the sleek streets of Barcelona, the 2016 Jeep Wrangler Rubicon to the extreme terrain of the Baja Desert and the 2016 BMW M6 Coupe to the harsh tundra biosphere of the Canadian Rockies. From the footage, Pennzoil was able to develop distinct clips for all films in the series, each appealing to a different audience/media segment: Teaser, Full Film, Behind the Scenes and 360 Degree View.

Impact: The full-force strategic PR efforts ranged from an intimate, upscale premiere event at a Michelin-starred Catalan restaurant in NYC, to cactus mailers teasing Baja and a Canadian premiere event that set the scene (and temperature) at a Toronto ice bar. In 2016, Pennzoil reached new audiences with coverage in national outlets that have previously not had Pennzoil on their radar, including; New York Daily News, Maxim, MSN and more! Total coverage results clocked in at more than 430 stories, generating 57.2 million media impressions. Most importantly, Coyne PR helped changed the conversation around the brand, positioning Pennzoil as an innovator in automotive performance through engaging, owned content.

ChapStick®

Issue: To further align with the beauty and skincare space, ChapStick®, America’s favorite lip balm brand launched a first-ever tinted product and challenged Coyne PR with generating media coverage for this milestone innovation.

Idea: To get the media’s lips moving about the first-of-its-kind ChapStick® product and continue to elevate the brand as a premium beauty essential, Coyne designed an intimate media luncheon at an upscale New York City restaurant where chic décor in hues tying to the shades of the products illuminated the space. Actress and brand spokesperson Rachel Bilson and celebrity makeup artist and ChapStick® Brand Ambassador Matin were present at the event and spoke to media about ChapStick® Total Hydration Moisture + Tint.   

Impact: The distinctive launch event enabled the media to see firsthand how ChapStick® is continuing to innovate and deliver premium beauty products. As a result of the launch tactics, the news of the first-ever tinted ChapStick® took social media by storm garnering more than 4.8 million impressions, in addition to an InStyle and Star magazine story in just the first week following the event. With more than 17 top women’s magazines in attendance at the event, including Glamour, Marie Claire, People StyleWatch and Cosmopolitan, ChapStick® Total Hydration Moisture + Tint is set to grace beauty pages in the upcoming months.

 

Launching ChapStick® into the World of Color

Issue: To further align with the beauty and skincare space, ChapStick®, America’s favorite lip balm brand launched a first-ever tinted product and challenged Coyne PR with generating media coverage for this milestone innovation.

Idea: To get the media’s lips moving about the first-of-its-kind ChapStick® product and continue to elevate the brand as a premium beauty essential, Coyne designed an intimate media luncheon at an upscale New York City restaurant where chic décor in hues tying to the shades of the products illuminated the space. Actress and brand spokesperson Rachel Bilson and celebrity makeup artist and ChapStick® Brand Ambassador Matin were present at the event and spoke to media about ChapStick® Total Hydration Moisture + Tint.   

Impact: The distinctive launch event enabled the media to see firsthand how ChapStick® is continuing to innovate and deliver premium beauty products. As a result of the launch tactics, the news of the first-ever tinted ChapStick® took social media by storm garnering more than 4.8 million impressions, in addition to an InStyle and Star magazine story in just the first week following the event. With more than 17 top women’s magazines in attendance at the event, including Glamour, Marie Claire, People StyleWatch and Cosmopolitan, ChapStick® Total Hydration Moisture + Tint is set to grace beauty pages in the upcoming months.

 

Hard Rock

Issue:  Hard Rock tasked Coyne PR with making a big splash for the brand’s first complete new menu redesign, mixing in the legendary music and history of the brand while keeping the focus on the food.

Idea: As a way for guests to try out the new menu offerings and capitalize on Tax Day on April 15, every company-owned Hard Rock Cafe across the United States implemented “Sing For Your Supper,” which encouraged guests to sing a song with a live band in front of the entire restaurant for a free dinner entrée off the new menu. To kick off the campaign in NYC, Hard Rock employed legendary rocker and long-time brand partner Bret Michaels, to conduct a Satellite Media Tour and additional media interviews, and sing the first song on stage to get the party started nationwide. Local cafes across the country followed, implementing “Sing For Your Supper” in each market.

Impact: On the morning of Tax Day, “Sing For Your Supper” was mentioned on three national morning shows: “FOX & Friends” kicked it off with a Bret Michaels in-studio interview; “Good Morning America”; and “Morning Express with Robin Meade.” The Wall Street Journal online also conducted a video interview with Bret on his partnership with Hard Rock Cafe. “Sing For Your Supper” was mentioned in Tax Day round-ups for USA TODAY, PARADE Magazine, RollingStone.com, Forbes.com, FamilyCircle.com, GoodHousekeeping.com, TIME.com, The Huffington Post, and many more. The campaign generated 861placements nationwide, totaling more than 550 million impressions. In addition, on Tax Day, sales were projected to be down, however 90 percent of all cafes sales beat projections due to the amount of traffic driven into the locations.

Sing For Your Supper

Issue:  Hard Rock tasked Coyne PR with making a big splash for the brand’s first complete new menu redesign, mixing in the legendary music and history of the brand while keeping the focus on the food.

Idea: As a way for guests to try out the new menu offerings and capitalize on Tax Day on April 15, every company-owned Hard Rock Cafe across the United States implemented “Sing For Your Supper,” which encouraged guests to sing a song with a live band in front of the entire restaurant for a free dinner entrée off the new menu. To kick off the campaign in NYC, Hard Rock employed legendary rocker and long-time brand partner Bret Michaels, to conduct a Satellite Media Tour and additional media interviews, and sing the first song on stage to get the party started nationwide. Local cafes across the country followed, implementing “Sing For Your Supper” in each market.

Impact: On the morning of Tax Day, “Sing For Your Supper” was mentioned on three national morning shows: “FOX & Friends” kicked it off with a Bret Michaels in-studio interview; “Good Morning America”; and “Morning Express with Robin Meade.” The Wall Street Journal online also conducted a video interview with Bret on his partnership with Hard Rock Cafe. “Sing For Your Supper” was mentioned in Tax Day round-ups for USA TODAY, PARADE Magazine, RollingStone.com, Forbes.com, FamilyCircle.com, GoodHousekeeping.com, TIME.com, The Huffington Post, and many more. The campaign generated 861placements nationwide, totaling more than 550 million impressions. In addition, on Tax Day, sales were projected to be down, however 90 percent of all cafes sales beat projections due to the amount of traffic driven into the locations.

The Arby's Foundation

Issue: The Arby’s Foundation kicked off its annual “Schools Out, Food’s In” program at the start of summer in a quest to help end childhood hunger nationwide. With minimal coverage for the previous years’ efforts, the Arby’s Foundation turned to Coyne to broaden awareness of the preexisting initiative throughout Arby’s 11 participating markets.

Idea: Unfortunately, many students across the country rely on meal assistance during the school year. And when school is out for the summer, these children are without meals. Through the Arby’s Foundation’s “School’s Out, Food’s In” program, students receive meal cards to redeem 10 free, wholesome Arby’s kid’s meals throughout the summer. With a limited budget and no cross channel support, Coyne implemented traditional public relations tactics to raise awareness of the nearly 165,000 meal cards distributed in participating markets, along with a corresponding texting program that helps families find free federal summer meal programs in their community. Additionally, Coyne supported local “Fun Monday” events held within select participating markets that provide children with a free Arby’s meal and activities to learn about eating healthy. Through strategic media outreach, interviews were offered with local Arby’s employees, some with a personal connection to the cause, and participating school spokespeople.

Impact: Media immediately ate up the news of this feel-good program. In just a few short weeks, Coyne secured 55 placements across print, online and broadcast garnering nearly 60 million media impressions in the participating local markets. Throughout the campaign, the Arby’s Foundation was able to share its story and message through informative articles and in-depth interviews with regional outlets. As a result of Coyne’s outreach, national outlets such as Yahoo! News and MSN fed into the trend, picking up the story and distributing the news to their millions of readers. While media coverage was strong, the true impact was the awareness that grew, resulting in an increase in meals redeemed throughout the program.

Ensuring Students' Access to Food Doesn't Take a Summer Vacation

Issue: The Arby’s Foundation kicked off its annual “Schools Out, Food’s In” program at the start of summer in a quest to help end childhood hunger nationwide. With minimal coverage for the previous years’ efforts, the Arby’s Foundation turned to Coyne to broaden awareness of the preexisting initiative throughout Arby’s 11 participating markets.

Idea: Unfortunately, many students across the country rely on meal assistance during the school year. And when school is out for the summer, these children are without meals. Through the Arby’s Foundation’s “School’s Out, Food’s In” program, students receive meal cards to redeem 10 free, wholesome Arby’s kid’s meals throughout the summer. With a limited budget and no cross channel support, Coyne implemented traditional public relations tactics to raise awareness of the nearly 165,000 meal cards distributed in participating markets, along with a corresponding texting program that helps families find free federal summer meal programs in their community. Additionally, Coyne supported local “Fun Monday” events held within select participating markets that provide children with a free Arby’s meal and activities to learn about eating healthy. Through strategic media outreach, interviews were offered with local Arby’s employees, some with a personal connection to the cause, and participating school spokespeople.

Impact: Media immediately ate up the news of this feel-good program. In just a few short weeks, Coyne secured 55 placements across print, online and broadcast garnering nearly 60 million media impressions in the participating local markets. Throughout the campaign, the Arby’s Foundation was able to share its story and message through informative articles and in-depth interviews with regional outlets. As a result of Coyne’s outreach, national outlets such as Yahoo! News and MSN fed into the trend, picking up the story and distributing the news to their millions of readers. While media coverage was strong, the true impact was the awareness that grew, resulting in an increase in meals redeemed throughout the program.

Perrigo Nutritionals

Issue: Perrigo Nutritionals, the largest supplier of store brand infant formula, enlisted the expertise of Coyne PR to help raise awareness of store brand infant formula, which is nutritionally equivalent to national brands and costs up to 50 percent less.

Idea:
Research shows that the number of women in the workforce are near historic highs, and that returning to work also corresponds with an increase in moms using infant formula.  Primary research conducted by Coyne PR bore this out as well.  Based on these insights, the team built a robust plan around the return to work mom – including a consumer survey shedding new light on the issue, a spokesperson with sound advice for return to work moms, and a comprehensive media relations campaign.

Impact
: The campaign resulted in 373 placements, garnering 26 million+ media impressions, including AOL Parenting, SheKnows, the San Francisco Examiner, the Omaha World Herald, and many more.

The Return to Work Mom

Issue: Perrigo Nutritionals, the largest supplier of store brand infant formula, enlisted the expertise of Coyne PR to help raise awareness of store brand infant formula, which is nutritionally equivalent to national brands and costs up to 50 percent less.

Idea:
Research shows that the number of women in the workforce are near historic highs, and that returning to work also corresponds with an increase in moms using infant formula.  Primary research conducted by Coyne PR bore this out as well.  Based on these insights, the team built a robust plan around the return to work mom – including a consumer survey shedding new light on the issue, a spokesperson with sound advice for return to work moms, and a comprehensive media relations campaign.

Impact
: The campaign resulted in 373 placements, garnering 26 million+ media impressions, including AOL Parenting, SheKnows, the San Francisco Examiner, the Omaha World Herald, and many more.

ShakeAway Worldwide

Issue: A worldwide phenomenon since the opening of its first location in the U.K., ShakeAway is the World’s Largest MilkShake Bar Company™ and original re-inventor of the milkshake. ShakeAway offers 180 delicious ingredients and millions of combinations to choose from for a variety of customized-to-order shakes, frozen yogurts, smoothies and more.   Poised for expansion to the U.S. market, ShakeAway turned to Coyne to help give American investors and potential franchisees a reason to fall in love with the milkshake all over again.  

Idea: ShakeAway opened its first U.S. store in Georgia, New York and California in 2014.  Coyne developed a strategic public relations plan to introduce ShakeAway to the U.S. market.  Understanding the need to attract franchisees and potential investment partners for continued growth in the U.S., Coyne developed messaging including a company fact sheet, key message document, executive biography and a press release to announce ShakeAway’s expansion in the U.S.  The team also targeted influential media in the business and quick-service industry to raise the company profile and unique business opportunities that ShakeAway brings to the table.  

Impact: Coyne helped introduce ShakeAway’s uniquely successful business model and attract franchisees, encouraging further market expansion throughout the U.S with coverage in key publications such as Entrepreneur Magazine, Restaurant Business, QSR Magazine Online, FastCasual.com, and Franchising.com.  With little to no previous engagement or presence in the U.S. market, the brand pointed to PR as a main contributor for the hundreds of inquiries received from franchisees all across the nation, including several offers to buy the company!  

Mixing Things Up in the U.S.

Issue: A worldwide phenomenon since the opening of its first location in the U.K., ShakeAway is the World’s Largest MilkShake Bar Company™ and original re-inventor of the milkshake. ShakeAway offers 180 delicious ingredients and millions of combinations to choose from for a variety of customized-to-order shakes, frozen yogurts, smoothies and more.   Poised for expansion to the U.S. market, ShakeAway turned to Coyne to help give American investors and potential franchisees a reason to fall in love with the milkshake all over again.  

Idea: ShakeAway opened its first U.S. store in Georgia, New York and California in 2014.  Coyne developed a strategic public relations plan to introduce ShakeAway to the U.S. market.  Understanding the need to attract franchisees and potential investment partners for continued growth in the U.S., Coyne developed messaging including a company fact sheet, key message document, executive biography and a press release to announce ShakeAway’s expansion in the U.S.  The team also targeted influential media in the business and quick-service industry to raise the company profile and unique business opportunities that ShakeAway brings to the table.  

Impact: Coyne helped introduce ShakeAway’s uniquely successful business model and attract franchisees, encouraging further market expansion throughout the U.S with coverage in key publications such as Entrepreneur Magazine, Restaurant Business, QSR Magazine Online, FastCasual.com, and Franchising.com.  With little to no previous engagement or presence in the U.S. market, the brand pointed to PR as a main contributor for the hundreds of inquiries received from franchisees all across the nation, including several offers to buy the company!  

The Harlem Globetrotters

Issue: Crayola enlisted the help of Coyne PR to create a slam dunk event for the launch of the new Glow Explosion product. With March Madness just days away, Crayola teamed up with the world famous Harlem Globetrotters for the first-ever glow-in-the-dark basketball game.

Idea: The Globetrotters transformed into the “Crayola Glowtrotters” and put their skills to the ultimate test. The Magicians of Basketball brought the entertainment; and Crayola, the Magicians of Color, brought the game to light with glowing basketballs, nets, rims, backboards and uniforms. The all-star Glowtrotter roster was cheered on in the dark by a crowd of more than 300 students waving glowing signs they created with Crayola Glow Explosion.

Impact: The event itself was truly spectacular and the visuals were stunning, resulting in widespread national and local media coverage, giving March Madness a whole new meaning! Coyne PR secured crews on-site from the local Philadelphia ABC, FOX and NBC affiliates, as well as an Associated Press photographer. National broadcast placements included “Fox & Friends,” “CNN Headline News,” NBC’s “Early Today” and The Weather Channel. Additionally, four photos were posted on Yahoo! News in “Top Stories Photos” and FOXSports.com posted a video from the event.

Sweet Georgia Brown!

Issue: Crayola enlisted the help of Coyne PR to create a slam dunk event for the launch of the new Glow Explosion product. With March Madness just days away, Crayola teamed up with the world famous Harlem Globetrotters for the first-ever glow-in-the-dark basketball game.

Idea: The Globetrotters transformed into the “Crayola Glowtrotters” and put their skills to the ultimate test. The Magicians of Basketball brought the entertainment; and Crayola, the Magicians of Color, brought the game to light with glowing basketballs, nets, rims, backboards and uniforms. The all-star Glowtrotter roster was cheered on in the dark by a crowd of more than 300 students waving glowing signs they created with Crayola Glow Explosion.

Impact: The event itself was truly spectacular and the visuals were stunning, resulting in widespread national and local media coverage, giving March Madness a whole new meaning! Coyne PR secured crews on-site from the local Philadelphia ABC, FOX and NBC affiliates, as well as an Associated Press photographer. National broadcast placements included “Fox & Friends,” “CNN Headline News,” NBC’s “Early Today” and The Weather Channel. Additionally, four photos were posted on Yahoo! News in “Top Stories Photos” and FOXSports.com posted a video from the event.

Dew NBA 3X

Issue: The NBA sought out Coyne to drive awareness for the launch of Dew NBA 3X, the league’s first-ever nationwide elite 3-on-3 basketball competition tour and fan experience. The program demonstrated the NBA’s commitment to 3-on-3 basketball as an entity and consisted of six events in high-profile markets, including a national championship event in Los Angeles to crown the men and women team winners.

Idea: The Coyne team put together an aggressive game plan to support tour stops that meshed influential sports media with lifestyle press to spread the word about Dew NBA 3X.  Maximizing ambassador and Hall-of-Famer Gary Payton, along with in-market NBA players such as Jordan Clarkson, Julius Randle and Hassan Whiteside, the team gave a boost to national and local coverage by leveraging relationships, activating a smart and efficient media strategy and provided on-site support in target markets.

Impact: The tour started in May and concluded in October with total KPIs reached midway through the campaign. Widespread coverage generated for the tour surpassed 210,900,000 media impressions; a total of 430 news articles and a multitude of social placements in national outlets including Associated Press, Reuters, USA Today, Forbes, Sports Business Daily, TMZ Sports, Bleacher Report, SLAM  and local coverage including Miami Herald, Chicago Tribune, Houston Chronicle and Hoy Los Angeles. Throughout the summer, Coyne’s targeted messaging told the story of  the NBA’s dedication to growing the sport of basketball, providing a platform for local talent, and giving back to the sport’s most loyal fans.    

First-Ever Nationwide Elite 3-on-3 Tour

Issue: The NBA sought out Coyne to drive awareness for the launch of Dew NBA 3X, the league’s first-ever nationwide elite 3-on-3 basketball competition tour and fan experience. The program demonstrated the NBA’s commitment to 3-on-3 basketball as an entity and consisted of six events in high-profile markets, including a national championship event in Los Angeles to crown the men and women team winners.

Idea: The Coyne team put together an aggressive game plan to support tour stops that meshed influential sports media with lifestyle press to spread the word about Dew NBA 3X.  Maximizing ambassador and Hall-of-Famer Gary Payton, along with in-market NBA players such as Jordan Clarkson, Julius Randle and Hassan Whiteside, the team gave a boost to national and local coverage by leveraging relationships, activating a smart and efficient media strategy and provided on-site support in target markets.

Impact: The tour started in May and concluded in October with total KPIs reached midway through the campaign. Widespread coverage generated for the tour surpassed 210,900,000 media impressions; a total of 430 news articles and a multitude of social placements in national outlets including Associated Press, Reuters, USA Today, Forbes, Sports Business Daily, TMZ Sports, Bleacher Report, SLAM  and local coverage including Miami Herald, Chicago Tribune, Houston Chronicle and Hoy Los Angeles. Throughout the summer, Coyne’s targeted messaging told the story of  the NBA’s dedication to growing the sport of basketball, providing a platform for local talent, and giving back to the sport’s most loyal fans.    

KEF

Issue: KEF America, a high-end audio manufacturer, challenged Coyne to generate awareness for its very first portable Bluetooth wireless speaker – the MUO – among consumer media. To set KEF apart from the competition, Coyne set out to host a one-of-kind event for the launch at the Museum of Arts and Design in New York City on June 8th. The venue was key for this launch, as it leveraged its surroundings to celebrate the unique combination of art and design featured in the innovative speaker.

Idea: Coyne, in conjunction with KEF, identified lifestyle and mainstream media in the New York City area and invited them to attend the MUO launch event, where they were introduced to KEF and received a brief demo of MUO’s capabilities. To further emphasize the art and design of the MUO, attendees were also treated to a private viewing of “Atmosphere for Enjoyment: Harry Bertoia’s Environment for Sound” gallery. All attendees also received a press kit following the event with additional information and images, as well as their very own MUO to create their own sound experience and review. In addition to handling event logistics and media outreach, the Coyne team facilitated onsite media interviews with KEF executives to amplify its leadership in the audio space.

Impact: The MUO launch event hit a high note for KEF! The team’s efforts resulted in attendance from more than 30 media including major outlets such as Bloomberg, CNET, Consumer Reports, Dwell, Dealerscope, Distinct Homme, NBC NY Live, Style Society Guy, VIBE, and more! As a result, Coyne generated both social and traditional coverage from BLEU, Dealerscope, Chip Chick, Huffington Post, Symphony Hifi, Tech We Like, and LuxeLifeNYC, and the team expects additional coverage to hit in the coming weeks.

The Art and Design of Sound: Introducing MUO

Issue: KEF America, a high-end audio manufacturer, challenged Coyne to generate awareness for its very first portable Bluetooth wireless speaker – the MUO – among consumer media. To set KEF apart from the competition, Coyne set out to host a one-of-kind event for the launch at the Museum of Arts and Design in New York City on June 8th. The venue was key for this launch, as it leveraged its surroundings to celebrate the unique combination of art and design featured in the innovative speaker.

Idea: Coyne, in conjunction with KEF, identified lifestyle and mainstream media in the New York City area and invited them to attend the MUO launch event, where they were introduced to KEF and received a brief demo of MUO’s capabilities. To further emphasize the art and design of the MUO, attendees were also treated to a private viewing of “Atmosphere for Enjoyment: Harry Bertoia’s Environment for Sound” gallery. All attendees also received a press kit following the event with additional information and images, as well as their very own MUO to create their own sound experience and review. In addition to handling event logistics and media outreach, the Coyne team facilitated onsite media interviews with KEF executives to amplify its leadership in the audio space.

Impact: The MUO launch event hit a high note for KEF! The team’s efforts resulted in attendance from more than 30 media including major outlets such as Bloomberg, CNET, Consumer Reports, Dwell, Dealerscope, Distinct Homme, NBC NY Live, Style Society Guy, VIBE, and more! As a result, Coyne generated both social and traditional coverage from BLEU, Dealerscope, Chip Chick, Huffington Post, Symphony Hifi, Tech We Like, and LuxeLifeNYC, and the team expects additional coverage to hit in the coming weeks.

CAYMAN ISLANDS DEPARTMENT OF TOURISM

Issue: To maximize exposure for the Cayman Islands in the U.S., positioning it as a distinct, sought-after Caribbean destination with a kaleidoscope of memorable offerings across all lifestyle interests, Coyne PR developed a comprehensive year-round Visiting Journalist Program (VJP) to generate and sustain destination awareness among consumers and media alike.

Idea: Understanding the need to educate travelers on the diverse array of experiences available on all three islands both above and below the water, Coyne proposed and activated a strategic VJP that identifies the strongest media opportunities to spotlight the destination’s key lifestyle pillars: culinary, dive, wellness, family, and romance. Utilizing a mix of group and individual press trip immersions, Coyne regularly pitches and confirms top-tier national journalists to visit the Cayman Islands and report on everything from signature on-island events and festivals, including the esteemed Cayman Cookout, Intertrust Marathon and International Scuba Diving Hall of Fame, to the destination’s distinct and unexpected tourist offerings, such as its thriving farm-to-table scene, bourgeoning art culture and plethora of activities that promote health and well-being. In an effort to highlight the ease of airlift for travelers visiting throughout the U.S., Coyne also hosts select regional media in its key gateway cities to utilize nonstop service from various carriers to the destination. Working in tandem with the journalist and the Department of Tourism, Coyne develops compelling customized itineraries aligned to each unique trip theme and story angle, ensuring no media visit – or resulting editorial feature – is like the other.

Impact: Since beginning the VJP in May 2015, Coyne has confirmed an extensive number of print and online journalists to travel to the Cayman Islands, including writers and editors representing National Geographic Traveler, Shape, SELF, DuJour, New York Post, Reuters, The Chicago Tribune, Every Day with Rachael Ray, Coastal Living, Bridal Guide, Boston Globe and more. Today, Coyne continues to pitch and secure thematic and varied press trips to all three islands throughout the year.

Visiting Journalist Program (VJP)

Issue: To maximize exposure for the Cayman Islands in the U.S., positioning it as a distinct, sought-after Caribbean destination with a kaleidoscope of memorable offerings across all lifestyle interests, Coyne PR developed a comprehensive year-round Visiting Journalist Program (VJP) to generate and sustain destination awareness among consumers and media alike.

Idea: Understanding the need to educate travelers on the diverse array of experiences available on all three islands both above and below the water, Coyne proposed and activated a strategic VJP that identifies the strongest media opportunities to spotlight the destination’s key lifestyle pillars: culinary, dive, wellness, family, and romance. Utilizing a mix of group and individual press trip immersions, Coyne regularly pitches and confirms top-tier national journalists to visit the Cayman Islands and report on everything from signature on-island events and festivals, including the esteemed Cayman Cookout, Intertrust Marathon and International Scuba Diving Hall of Fame, to the destination’s distinct and unexpected tourist offerings, such as its thriving farm-to-table scene, bourgeoning art culture and plethora of activities that promote health and well-being. In an effort to highlight the ease of airlift for travelers visiting throughout the U.S., Coyne also hosts select regional media in its key gateway cities to utilize nonstop service from various carriers to the destination. Working in tandem with the journalist and the Department of Tourism, Coyne develops compelling customized itineraries aligned to each unique trip theme and story angle, ensuring no media visit – or resulting editorial feature – is like the other.

Impact: Since beginning the VJP in May 2015, Coyne has confirmed an extensive number of print and online journalists to travel to the Cayman Islands, including writers and editors representing National Geographic Traveler, Shape, SELF, DuJour, New York Post, Reuters, The Chicago Tribune, Every Day with Rachael Ray, Coastal Living, Bridal Guide, Boston Globe and more. Today, Coyne continues to pitch and secure thematic and varied press trips to all three islands throughout the year.

MOHEGAN SUN

Issue: To maximize exposure of Mohegan Sun’s exhilarating and interactive reality star events – the Mohegan Sun Reality Check series – Coyne was tasked with creating buzz in top-tier celebrity-focused and lifestyle media outlets. The team leveraged the series in an effort to drive national awareness of the brand and further establish Mohegan Sun as the premier entertainment destination. Coyne raised visibility of Mohegan Sun’s affiliation with some of television’s biggest reality star names, from “The Real Housewives” Teresa Giudice and Carole Radziwill, to “The Bachelorette's” Kaitlyn Brisowe and Shawn Booth.

Idea: Following the live exhibition-style Reality Check events, Coyne dished-out a handful of behind the scenes details and images resulting in national coverage of some of the most well-known celebrity-focused outlets. As the events progressed and the relationships developed, the media were left eagerly awaiting updates on the next Reality Check event to feature.

Impact: Mohegan Sun’s Reality Check events have been featured in a variety of national outlets featuring major reality stars such as Teresa Giudice, Carole Radziwill, Kaitlyn Brisowe, Shawn Booth, Karina Smirnoff, Aaron Carter, Michael Cudlitz and Brothers Osbourne. Coyne has garnered more than 70 million media impressions for Mohegan Sun’s Reality Check events with highlights including OK! Magazine, Hollywood Life, Celebuzz, Radar online, Star magazine and Closer Weekly, to name a few. Together, Coyne has successfully introduced these unique events to larger audiences, while also raising greater awareness of Mohegan Sun as a sought-after destination. 

Reality Check Series

Issue: To maximize exposure of Mohegan Sun’s exhilarating and interactive reality star events – the Mohegan Sun Reality Check series – Coyne was tasked with creating buzz in top-tier celebrity-focused and lifestyle media outlets. The team leveraged the series in an effort to drive national awareness of the brand and further establish Mohegan Sun as the premier entertainment destination. Coyne raised visibility of Mohegan Sun’s affiliation with some of television’s biggest reality star names, from “The Real Housewives” Teresa Giudice and Carole Radziwill, to “The Bachelorette's” Kaitlyn Brisowe and Shawn Booth.

Idea: Following the live exhibition-style Reality Check events, Coyne dished-out a handful of behind the scenes details and images resulting in national coverage of some of the most well-known celebrity-focused outlets. As the events progressed and the relationships developed, the media were left eagerly awaiting updates on the next Reality Check event to feature.

Impact: Mohegan Sun’s Reality Check events have been featured in a variety of national outlets featuring major reality stars such as Teresa Giudice, Carole Radziwill, Kaitlyn Brisowe, Shawn Booth, Karina Smirnoff, Aaron Carter, Michael Cudlitz and Brothers Osbourne. Coyne has garnered more than 70 million media impressions for Mohegan Sun’s Reality Check events with highlights including OK! Magazine, Hollywood Life, Celebuzz, Radar online, Star magazine and Closer Weekly, to name a few. Together, Coyne has successfully introduced these unique events to larger audiences, while also raising greater awareness of Mohegan Sun as a sought-after destination. 

IMAX

Issue: IMAX turned to Coyne to announce the launch of its new 3D Digital Camera in conjunction with the summer blockbuster film Transformers: Age of Extinction that debuted in theaters nationwide.

Idea: To ensure the most impactful coverage from both a technology and entertainment perspective, Coyne took a two-phased approach to the announcement. First, the team identified a select number of tech, mainstream and film outlets to provide advances to under embargo to encourage more feature-driven stories about the technology. This also afforded outlets the chance to interview IMAX’s Greg Foster and Hugh Murray to get additional commentary on the importance of the camera to film-makers for their articles. Then, the team developed an SMPR that was shared widely across the IMAX media universe. The SMPR provided a central location for media to access all of the assets for the outreach – which included a photo of Director Michael Bay with the new camera and a featurette that showcased scenes from the new Transformers film.

Impact: As a result of Coyne’s aggressive media outreach, the teamsecured 40 placements garnering more than 31 million impressions (EAV $1.5 million). Key coverage in major technology publications included Engadget, Gizmodo, Fast Company, and Big Picture Big Sound as well as entertainment and film sites such as, IMDB, Collider, SlashFilm, FirstShowing and more.

NEW 3D Digital Camera Makes Big Screen Debut

Issue: IMAX turned to Coyne to announce the launch of its new 3D Digital Camera in conjunction with the summer blockbuster film Transformers: Age of Extinction that debuted in theaters nationwide.

Idea: To ensure the most impactful coverage from both a technology and entertainment perspective, Coyne took a two-phased approach to the announcement. First, the team identified a select number of tech, mainstream and film outlets to provide advances to under embargo to encourage more feature-driven stories about the technology. This also afforded outlets the chance to interview IMAX’s Greg Foster and Hugh Murray to get additional commentary on the importance of the camera to film-makers for their articles. Then, the team developed an SMPR that was shared widely across the IMAX media universe. The SMPR provided a central location for media to access all of the assets for the outreach – which included a photo of Director Michael Bay with the new camera and a featurette that showcased scenes from the new Transformers film.

Impact: As a result of Coyne’s aggressive media outreach, the teamsecured 40 placements garnering more than 31 million impressions (EAV $1.5 million). Key coverage in major technology publications included Engadget, Gizmodo, Fast Company, and Big Picture Big Sound as well as entertainment and film sites such as, IMDB, Collider, SlashFilm, FirstShowing and more.

Mohegan Sun

Issue: Mohegan Sun tasked Coyne PR with introducing the annual Sun WineFest to larger audiences in the tristate area, and particularly in the highly-competitive New York market.  

Idea: To reach a greater audience for the Sun WineFest, Coyne proposed a media plan including tactics to engage national and local food, spirits and lifestyle media from the surrounding markets. A select group of media were offered the opportunity to spend the weekend at the Sun WineFest as a part of an exclusive FAM, with access to the festival’s celebrity chefs and sommeliers, as well as Mohegan Sun’s wide array of restaurant and nightlife experiences. Coyne made sure the media arrived to the festival in style, hosting the group on the Sun “WineWagon,” a branded limousine bus that picked journalists up in New York City for a quick weekend getaway. The group was welcomed by mimosas and treated to delicious brunch treats on the bus, as well as sweets from Mohegan Sun’s on-property vendor Carlo’s Bakery. The media arrived at Mohegun Sun in time to take part in the exclusive grand tasting offered only to special guests of the Sun WineFest. Coyne pre-scheduled interviews for media with headlining chefs, which featured celebrity chefs preparing signature dishes at live cooking stations, while enjoying premium wine or beer pairings to complement each plate.

Impact: Coyne has garnered millions of media impressions for Sun WineFest across target outlets and introduced the festival and Mohegan Sun as a destination to larger audiences, as well as forged new media relationships for the brand. The visiting journalists also joined the conversation on social media and posted about Sun WineFest and Mohegan Sun to their respective Twitter, Facebook and Instagram accounts.

Sun WineFest

Issue: Mohegan Sun tasked Coyne PR with introducing the annual Sun WineFest to larger audiences in the tristate area, and particularly in the highly-competitive New York market.  

Idea: To reach a greater audience for the Sun WineFest, Coyne proposed a media plan including tactics to engage national and local food, spirits and lifestyle media from the surrounding markets. A select group of media were offered the opportunity to spend the weekend at the Sun WineFest as a part of an exclusive FAM, with access to the festival’s celebrity chefs and sommeliers, as well as Mohegan Sun’s wide array of restaurant and nightlife experiences. Coyne made sure the media arrived to the festival in style, hosting the group on the Sun “WineWagon,” a branded limousine bus that picked journalists up in New York City for a quick weekend getaway. The group was welcomed by mimosas and treated to delicious brunch treats on the bus, as well as sweets from Mohegan Sun’s on-property vendor Carlo’s Bakery. The media arrived at Mohegun Sun in time to take part in the exclusive grand tasting offered only to special guests of the Sun WineFest. Coyne pre-scheduled interviews for media with headlining chefs, which featured celebrity chefs preparing signature dishes at live cooking stations, while enjoying premium wine or beer pairings to complement each plate.

Impact: Coyne has garnered millions of media impressions for Sun WineFest across target outlets and introduced the festival and Mohegan Sun as a destination to larger audiences, as well as forged new media relationships for the brand. The visiting journalists also joined the conversation on social media and posted about Sun WineFest and Mohegan Sun to their respective Twitter, Facebook and Instagram accounts.

Simon School of Business at the University of Rochester

Issue: This past year, Simon Business School, at the University of Rochester unveiled a new dean, Andrew Ainslie, a highly influential thought leader and go-to source for business school stories in mainstream and higher education trade media. As fallout from the Great Recession in the late 2000’s a debate about the value of an MBA was sweeping the country and many prospective and current students began to question the wisdom of the investment.  Dean Ainslie noticed that not only was no one from the academic community coming forward to contradict this allegation, many business school academics were reinforcing the view with comments of their own. Dean Ainslie noted that no one took the time to conduct the research and sift through the data to prove that an MBA was one of the best educational investments around.

Idea: Coyne PR was tasked to work directly with Dean Ainslie to draft a byline/op-ed on the topic of why an MBA is an exceptionally good investment. Together, Coyne and Dean Ainslie conducted extensive research on the value of an MBA and averaged three years’ worth of data (2009, 2011, and 2013) from the top 70 schools as ranked by Forbes. From that analysis, we calculated the Total Five-Year Financial Gain for earning an MBA; a reduction in Investment Payback Time (ROI); and identified an increase in Post-MBA Starting Pay over Pre-MBA pay.

Impact: Coyne broke through the b-school glass ceiling and placed this byline/op-ed titled, “Why an MBA Remains an Awesome Investment,” exclusively in Poets & Quants, with additional pick-up in Fortune and on the Graduate Management Admissions Council (GMAC) website, among others. Additionally, Inc. featured a story, which was based off of the byline. In the end, the original byline generated 18 stories garnering over 13 million media impressions.

Simon Business School Dean Proves the Value of an MBA

Issue: This past year, Simon Business School, at the University of Rochester unveiled a new dean, Andrew Ainslie, a highly influential thought leader and go-to source for business school stories in mainstream and higher education trade media. As fallout from the Great Recession in the late 2000’s a debate about the value of an MBA was sweeping the country and many prospective and current students began to question the wisdom of the investment.  Dean Ainslie noticed that not only was no one from the academic community coming forward to contradict this allegation, many business school academics were reinforcing the view with comments of their own. Dean Ainslie noted that no one took the time to conduct the research and sift through the data to prove that an MBA was one of the best educational investments around.

Idea: Coyne PR was tasked to work directly with Dean Ainslie to draft a byline/op-ed on the topic of why an MBA is an exceptionally good investment. Together, Coyne and Dean Ainslie conducted extensive research on the value of an MBA and averaged three years’ worth of data (2009, 2011, and 2013) from the top 70 schools as ranked by Forbes. From that analysis, we calculated the Total Five-Year Financial Gain for earning an MBA; a reduction in Investment Payback Time (ROI); and identified an increase in Post-MBA Starting Pay over Pre-MBA pay.

Impact: Coyne broke through the b-school glass ceiling and placed this byline/op-ed titled, “Why an MBA Remains an Awesome Investment,” exclusively in Poets & Quants, with additional pick-up in Fortune and on the Graduate Management Admissions Council (GMAC) website, among others. Additionally, Inc. featured a story, which was based off of the byline. In the end, the original byline generated 18 stories garnering over 13 million media impressions.

SUPER 8

Issue: Super 8, a part of Wyndham Hotel Group, challenged Coyne to create excitement and positive awareness among consumers to mark the brand’s 40th anniversary, while generating national and local media attention for the occasion.

Idea: With the emphasis to celebrate Super 8’s 40 years of hospitality, Coyne thought it to be a timely opportunity to increase the general customer base. Recognizing the need for an unexpected, attention-grabbing initiative to bring the anniversary celebration to life, Coyne sought to break the Guinness World Record for the largest pillow fight in the brand’s home state of South Dakota. Additionally, Super 8 tapped TV personality and former NSYNC pop star Joey Fatone, to serve as host, throwing the inaugural pillow at South Dakota State’s mascot, “Jack the Jackrabbit.” Fatone brought the event to life, but more importantly, resonated with the brand and raised it to a national level.

Impact: Together Coyne, Super 8 and Fatone said “Bye, Bye, Bye” to the previous world record as students, alumni and fans took part in the effort to set the new record at 4,201 participants. The memorable event was attended by all major local market affiliates in South Dakota and covered by Sports Illustrated, USA Today, CBS News Online, Yahoo! Celebrity, HotelChatter.com and Celebuzz, among others resulting in a total of 764 positive media placements, elevating the brand among national consumers.

Super 8 Let the Feathers Fly to Celebrate 40 Years

Issue: Super 8, a part of Wyndham Hotel Group, challenged Coyne to create excitement and positive awareness among consumers to mark the brand’s 40th anniversary, while generating national and local media attention for the occasion.

Idea: With the emphasis to celebrate Super 8’s 40 years of hospitality, Coyne thought it to be a timely opportunity to increase the general customer base. Recognizing the need for an unexpected, attention-grabbing initiative to bring the anniversary celebration to life, Coyne sought to break the Guinness World Record for the largest pillow fight in the brand’s home state of South Dakota. Additionally, Super 8 tapped TV personality and former NSYNC pop star Joey Fatone, to serve as host, throwing the inaugural pillow at South Dakota State’s mascot, “Jack the Jackrabbit.” Fatone brought the event to life, but more importantly, resonated with the brand and raised it to a national level.

Impact: Together Coyne, Super 8 and Fatone said “Bye, Bye, Bye” to the previous world record as students, alumni and fans took part in the effort to set the new record at 4,201 participants. The memorable event was attended by all major local market affiliates in South Dakota and covered by Sports Illustrated, USA Today, CBS News Online, Yahoo! Celebrity, HotelChatter.com and Celebuzz, among others resulting in a total of 764 positive media placements, elevating the brand among national consumers.

Cayman Islands Department of Tourism

Issue: In an effort to affirm the Cayman Islands’ position as the premier luxury destination of the Caribbean among discerning North American travelers and ultimately boost stay-over arrivals, the Cayman Islands Department of Tourism partnered with Coyne Travel to maintain and grow its popularity as a sophisticated and cosmopolitan Caribbean getaway with endless opportunities for exploration across various lifestyle verticals.

Idea: Understanding the need to inspire consumers to rethink what they know about luxury island travel and specifically, travel to the Cayman Islands, Coyne takes a highly targeted approach to its media relations for the tourism board. Focusing on the destination’s bespoke luxury travel offerings, from world-class accommodations, innovative epicurean delights and indulgent spa and wellness experiences to lavish lifestyle events, Coyne sets the Cayman Islands apart from other Caribbean island competitors by positioning it as a compelling, must-visit holiday destination for today’s elite traveler. Whether hosting thematic familiarization trips for top-tier journalists, garnering national exposure for signature on-island festivals, including the sought-after Cayman Cookout, or amplifying the destination’s presence at vital industry events in key markets, such as Art Basel Miami and Aspen FOOD & WINE Classic, Coyne continues to keep the Cayman Islands top of mind for consumers and media alike.

Impact: Coyne has garnered millions of media impressions for the Cayman Islands across target national and regional print, broadcast and online outlets, including The New York Times, USA Today Travel, The Washington Post, Men’s Journal, CNBC, ABC News, National Geographic Traveler, Destination Weddings & Honeymoons, and DuJour to name a few. Looking ahead, the agency will continue to build strong, meaningful awareness among core audiences with strategic traditional and social media relations and creative activations that highlight the diverse array of memorable luxury experiences exclusive to the Cayman Islands.

Cayman Cookout 2016

Issue: In an effort to affirm the Cayman Islands’ position as the premier luxury destination of the Caribbean among discerning North American travelers and ultimately boost stay-over arrivals, the Cayman Islands Department of Tourism partnered with Coyne Travel to maintain and grow its popularity as a sophisticated and cosmopolitan Caribbean getaway with endless opportunities for exploration across various lifestyle verticals.

Idea: Understanding the need to inspire consumers to rethink what they know about luxury island travel and specifically, travel to the Cayman Islands, Coyne takes a highly targeted approach to its media relations for the tourism board. Focusing on the destination’s bespoke luxury travel offerings, from world-class accommodations, innovative epicurean delights and indulgent spa and wellness experiences to lavish lifestyle events, Coyne sets the Cayman Islands apart from other Caribbean island competitors by positioning it as a compelling, must-visit holiday destination for today’s elite traveler. Whether hosting thematic familiarization trips for top-tier journalists, garnering national exposure for signature on-island festivals, including the sought-after Cayman Cookout, or amplifying the destination’s presence at vital industry events in key markets, such as Art Basel Miami and Aspen FOOD & WINE Classic, Coyne continues to keep the Cayman Islands top of mind for consumers and media alike.

Impact: Coyne has garnered millions of media impressions for the Cayman Islands across target national and regional print, broadcast and online outlets, including The New York Times, USA Today Travel, The Washington Post, Men’s Journal, CNBC, ABC News, National Geographic Traveler, Destination Weddings & Honeymoons, and DuJour to name a few. Looking ahead, the agency will continue to build strong, meaningful awareness among core audiences with strategic traditional and social media relations and creative activations that highlight the diverse array of memorable luxury experiences exclusive to the Cayman Islands.

DISNEY PARKS

Issue: To celebrate the new offerings and magical experiences planned for Walt Disney World Resort in summer 2016, Coyne PR proposed, planned and executed a private media luncheon for top-tier journalists in New York City at the historic Landmarc Time Warner Center.

Idea: Coyne worked with the Disney Parks team to secure an intimate venue to showcase the exciting new lineup of attractions and shows debuting across all four Disney theme parks and entertainment venues.  The exclusive event included two informative panel discussions led by key Disney executives and Imagineers who spoke to the unforgettable new experiences “awakening” this summer. Among the highlights included updates on the reimagining of Disney’s Animal Kingdom to a full daytime to nighttime theme park and the multi-year transformation of Downtown Disney into Disney Springs, a mecca for upscale shopping, dining and entertainment. Working alongside Disney, Coyne planned, executed and liaised with media prior to and after the luncheon to provide story opportunities and position the new lineup of offerings as must-see experiences for the upcoming season.

Impact: Executed in advance of summer and timed to the distribution of the announcement press release, the luncheon was attended by nearly 40 media in top-tier national, Latino and global media outlets, including the Associated Press, Redbook, Family Circle, CNN, Parents, Fodor’s Travel, Travel Weekly, BuzzFeed, ABC News, The New York Post, among others. To-date, the news has resulted in nearly 240 million impressions.

Disney Unveils “Awaken Summer” Campaign at NYC Media Luncheon

Issue: To celebrate the new offerings and magical experiences planned for Walt Disney World Resort in summer 2016, Coyne PR proposed, planned and executed a private media luncheon for top-tier journalists in New York City at the historic Landmarc Time Warner Center.

Idea: Coyne worked with the Disney Parks team to secure an intimate venue to showcase the exciting new lineup of attractions and shows debuting across all four Disney theme parks and entertainment venues.  The exclusive event included two informative panel discussions led by key Disney executives and Imagineers who spoke to the unforgettable new experiences “awakening” this summer. Among the highlights included updates on the reimagining of Disney’s Animal Kingdom to a full daytime to nighttime theme park and the multi-year transformation of Downtown Disney into Disney Springs, a mecca for upscale shopping, dining and entertainment. Working alongside Disney, Coyne planned, executed and liaised with media prior to and after the luncheon to provide story opportunities and position the new lineup of offerings as must-see experiences for the upcoming season.

Impact: Executed in advance of summer and timed to the distribution of the announcement press release, the luncheon was attended by nearly 40 media in top-tier national, Latino and global media outlets, including the Associated Press, Redbook, Family Circle, CNN, Parents, Fodor’s Travel, Travel Weekly, BuzzFeed, ABC News, The New York Post, among others. To-date, the news has resulted in nearly 240 million impressions.

MOTEL 6

Issue:  Motel 6 turned to Coyne PR to launch "Room to Room," a consumer-focused campaign to accompany major renovations taking place at the hotel chain’s locations across the country.

Idea: Coyne PR aimed its strategy at highlighting Motel 6’s nationwide revamp through a seamless room-to-room journey. The team put together a broadcast campaign element, working with digital partners to support the overall campaign. The goal was for Motel 6 to go to market with full marketing assets, both analog and digital. Motel 6 also set out to focus its social media strategy on increasing engagement with guests. Coyne PR conducted outreach to travel trade publications, as well as consumer and industry media outlets. In addition, Coyne invited a select group of media members to join G6 Hospitality and Blackstone executives for an intimate luncheon event in New York City. A social media strategy was also designed for Motel 6 to maximize each point of contact to better serve customers and increase brand awareness. Via Motel 6’s accounts on Facebook, Twitter, and Instagram, the brand has been actively promoting contests, sweepstakes, and providing interesting facts that could help people with their trip. Motel 6 also partnered with travel and entertainment content publisher Wcities to provide geographically based content for a new branded mobile app. The Wcities platform allows travelers to view nearby restaurants, attractions, national landmarks, museums, events, and other localized content to explore.

Impact: Motel 6’s Room to Room campaign has received coverage in industry-centric outlets such as, Conde Nast Traveler, Travel Pulse, Media Post, Skift, and Hotel Business. The chain’s renovations have also secured coverage from a variety of national media outlets including Bloomberg Businessweek, The Wall Street Journal and USA Today.  Coyne was able to successfully spark the interest of media, consumers and potential franchisees.

Room To Room Tour

Issue:  Motel 6 turned to Coyne PR to launch "Room to Room," a consumer-focused campaign to accompany major renovations taking place at the hotel chain’s locations across the country.

Idea: Coyne PR aimed its strategy at highlighting Motel 6’s nationwide revamp through a seamless room-to-room journey. The team put together a broadcast campaign element, working with digital partners to support the overall campaign. The goal was for Motel 6 to go to market with full marketing assets, both analog and digital. Motel 6 also set out to focus its social media strategy on increasing engagement with guests. Coyne PR conducted outreach to travel trade publications, as well as consumer and industry media outlets. In addition, Coyne invited a select group of media members to join G6 Hospitality and Blackstone executives for an intimate luncheon event in New York City. A social media strategy was also designed for Motel 6 to maximize each point of contact to better serve customers and increase brand awareness. Via Motel 6’s accounts on Facebook, Twitter, and Instagram, the brand has been actively promoting contests, sweepstakes, and providing interesting facts that could help people with their trip. Motel 6 also partnered with travel and entertainment content publisher Wcities to provide geographically based content for a new branded mobile app. The Wcities platform allows travelers to view nearby restaurants, attractions, national landmarks, museums, events, and other localized content to explore.

Impact: Motel 6’s Room to Room campaign has received coverage in industry-centric outlets such as, Conde Nast Traveler, Travel Pulse, Media Post, Skift, and Hotel Business. The chain’s renovations have also secured coverage from a variety of national media outlets including Bloomberg Businessweek, The Wall Street Journal and USA Today.  Coyne was able to successfully spark the interest of media, consumers and potential franchisees.

Outrigger Hotels & Resorts

Issue: Outrigger Resorts challenged Coyne PR to generate national awareness surrounding the opening of its most luxurious property yet, the Outrigger Konotta Maldives Resort. Resting within the crystal waters of Gaafu Dhaalu Atoll and complete with 31 Beachfront Villas, 21 Over-water Villas and a Presidential Villa, this resort offers a complete sense of privacy and intimate luxury. Further amplifying Outrigger as a premier beachfront resort brand, Coyne was tasked with leveraging this opening to reinforce brand awareness and position the Maldives as an ideal vacation destination for the elite and affluent U.S. traveler.

Idea: In conjunction with the actual grand opening ceremony, Coyne developed an aggressive media strategy to generate U.S.-based travel feature coverage among trade and affluent travel consumer media outlets.

Through traditional PR outreach and the facilitation of a top tier media familiarization trips Coyne PR positioned the Outrigger Konotta Maldives Resort as a secluded, yet seamlessly accessible destination, offering a sense of complete isolation, privacy and remote luxury, surrounded by unmatched natural beauty. Coyne’s efforts combined with the luxurious, rare and intimate property offerings will enable consumers to consider Outrigger among other leading luxury brands.

Results: Coyne’s efforts surrounding the property opening garnered more than 70 million media impressions reaching its key target audience. Proactive outreach relating to the property opening resulted in coverage in both upscale and trade outlets such as, Luxury Magazine, Affluent Magazine, Travel Pulse and Recommend. As a result of the FAM trips, top-tier industry journalists including Sarah Sekula, Maridel Reyes, April Orcutt and Kristin Braswell produced coverage in Forbes.com and FoxNews.com, among others. The team is looking forward to additional national coverage slated to run later this year. Ultimately, Coyne’s work would result in North American bookings for the Outrigger Konotta Maldives Resort and Outrigger Resorts overall.

Outrigger Konotta Maldives Resort Opening

Issue: Outrigger Resorts challenged Coyne PR to generate national awareness surrounding the opening of its most luxurious property yet, the Outrigger Konotta Maldives Resort. Resting within the crystal waters of Gaafu Dhaalu Atoll and complete with 31 Beachfront Villas, 21 Over-water Villas and a Presidential Villa, this resort offers a complete sense of privacy and intimate luxury. Further amplifying Outrigger as a premier beachfront resort brand, Coyne was tasked with leveraging this opening to reinforce brand awareness and position the Maldives as an ideal vacation destination for the elite and affluent U.S. traveler.

Idea: In conjunction with the actual grand opening ceremony, Coyne developed an aggressive media strategy to generate U.S.-based travel feature coverage among trade and affluent travel consumer media outlets.

Through traditional PR outreach and the facilitation of a top tier media familiarization trips Coyne PR positioned the Outrigger Konotta Maldives Resort as a secluded, yet seamlessly accessible destination, offering a sense of complete isolation, privacy and remote luxury, surrounded by unmatched natural beauty. Coyne’s efforts combined with the luxurious, rare and intimate property offerings will enable consumers to consider Outrigger among other leading luxury brands.

Results: Coyne’s efforts surrounding the property opening garnered more than 70 million media impressions reaching its key target audience. Proactive outreach relating to the property opening resulted in coverage in both upscale and trade outlets such as, Luxury Magazine, Affluent Magazine, Travel Pulse and Recommend. As a result of the FAM trips, top-tier industry journalists including Sarah Sekula, Maridel Reyes, April Orcutt and Kristin Braswell produced coverage in Forbes.com and FoxNews.com, among others. The team is looking forward to additional national coverage slated to run later this year. Ultimately, Coyne’s work would result in North American bookings for the Outrigger Konotta Maldives Resort and Outrigger Resorts overall.

DISNEY PARKS

Issue: As America’s top family vacation destination, Disney Parks & Resorts sought a public relations partner to continue elevating its iconic status as well as plan and execute one-of-a-kind multi-tiered PR campaigns. Serving as AOR for Disney Parks & Resorts for over a decade, Coyne is continually tasked to extend the brand’s reach, deliver amazing creative and keep Disney Parks front and center among media and consumers alike. 

Idea: Whether it is developing a large-scale event in New York City, creating memorable press events and world-class stunts, conducting proactive media outreach or unveiling exciting new products and services, Coyne works hand-in-hand with the Disney team to pull off programs ‘only Disney can do.’

Impact: Coyne has been there every step of the way, launching award-winning campaigns, new attractions on both coasts as well as the creation of the first-ever Disney Parks Moms Panel. From celebrating the highly-anticipated return of Disney Cruise Line to New York with an exclusive event and announcing river cruising with Adventures by Disney to bringing a magnificent three-story ice replica of Cinderella’s Castle to NYC’s Time Square for a “Limited Time” only, Coyne continues to garner top-tier national media coverage for every unique Disney property and offering, helping to maintain its leadership position in the attraction space.

Agency of Record

Issue: As America’s top family vacation destination, Disney Parks & Resorts sought a public relations partner to continue elevating its iconic status as well as plan and execute one-of-a-kind multi-tiered PR campaigns. Serving as AOR for Disney Parks & Resorts for over a decade, Coyne is continually tasked to extend the brand’s reach, deliver amazing creative and keep Disney Parks front and center among media and consumers alike. 

Idea: Whether it is developing a large-scale event in New York City, creating memorable press events and world-class stunts, conducting proactive media outreach or unveiling exciting new products and services, Coyne works hand-in-hand with the Disney team to pull off programs ‘only Disney can do.’

Impact: Coyne has been there every step of the way, launching award-winning campaigns, new attractions on both coasts as well as the creation of the first-ever Disney Parks Moms Panel. From celebrating the highly-anticipated return of Disney Cruise Line to New York with an exclusive event and announcing river cruising with Adventures by Disney to bringing a magnificent three-story ice replica of Cinderella’s Castle to NYC’s Time Square for a “Limited Time” only, Coyne continues to garner top-tier national media coverage for every unique Disney property and offering, helping to maintain its leadership position in the attraction space.

NY NOW

Issue:  Emerald Expositions tasked Coyne with elevating the awareness of NY NOW, the Market for Home, Lifestyle + Gift, among trade and consumer media. As the industry’s most expansive marketplace event, NY NOW fills the Jacob K. Javits Center with over 2,400 exhibitors hailing from 80 countries across the globe, and more than 100,000 new and on-trend products throughout its three comprehensive Collections.

Idea: The team crafted a multi-tiered support plan that put NY NOW front and center with key trade and consumer media, as well as industry stakeholders before, during and after the Market’s doors closed. A strong trade media relations program included pre-market features and interviews that helped to drive awareness among the industry. Concerted efforts to introduce consumer outlets to this trade-only event led to increased attendance from this coveted media group and coverage for NY NOW in new outlets. Additionally, Coyne leveraged relationships with key journalists and influencers to secure participation from four influencers for NY NOW’s social media efforts including Maxwell Ryan of Apartment Therapy, Lindsey Beatty of Coastal Living, Lifestyle Expert Trae Bodge, and Marcus Lemonis of CNBC’s “The Profit” who also lent his voice to the NY NOW telemarketing efforts. Coyne was also tapped to bring an authentic taste of the Big Apple to the market to help enhance attendees’ overall market experience. Finally, Coyne spearheaded the development of a streamlined awards program for NY NOW that put a spotlight on the unique and exciting exhibitors on-site.

Impact: Coyne  successfully increased YoY attendance goals, securing approximately 400 editorial press attendees with notable outlets. While on-site, Coyne facilitated nine interviews and meet-and-greets with key consumer trade media, including a WCBS-TV segment, as well as two live NY1 segments. As a result of the extensive communications campaign, the team secured 175+ placements, garnering over 35 million impressions in top-tier outlets.

Heating up the 2016 Winter Market

Issue:  Emerald Expositions tasked Coyne with elevating the awareness of NY NOW, the Market for Home, Lifestyle + Gift, among trade and consumer media. As the industry’s most expansive marketplace event, NY NOW fills the Jacob K. Javits Center with over 2,400 exhibitors hailing from 80 countries across the globe, and more than 100,000 new and on-trend products throughout its three comprehensive Collections.

Idea: The team crafted a multi-tiered support plan that put NY NOW front and center with key trade and consumer media, as well as industry stakeholders before, during and after the Market’s doors closed. A strong trade media relations program included pre-market features and interviews that helped to drive awareness among the industry. Concerted efforts to introduce consumer outlets to this trade-only event led to increased attendance from this coveted media group and coverage for NY NOW in new outlets. Additionally, Coyne leveraged relationships with key journalists and influencers to secure participation from four influencers for NY NOW’s social media efforts including Maxwell Ryan of Apartment Therapy, Lindsey Beatty of Coastal Living, Lifestyle Expert Trae Bodge, and Marcus Lemonis of CNBC’s “The Profit” who also lent his voice to the NY NOW telemarketing efforts. Coyne was also tapped to bring an authentic taste of the Big Apple to the market to help enhance attendees’ overall market experience. Finally, Coyne spearheaded the development of a streamlined awards program for NY NOW that put a spotlight on the unique and exciting exhibitors on-site.

Impact: Coyne  successfully increased YoY attendance goals, securing approximately 400 editorial press attendees with notable outlets. While on-site, Coyne facilitated nine interviews and meet-and-greets with key consumer trade media, including a WCBS-TV segment, as well as two live NY1 segments. As a result of the extensive communications campaign, the team secured 175+ placements, garnering over 35 million impressions in top-tier outlets.

Bimbo Bakeries

Issue: Coyne was tasked with launching a new line of whole grain bread for Bimbo Bakeries called Healthfull® to help the brand stand out from the competition. The brand needed something different and innovative for the category – a slice above the rest.

Idea: Coyne developed the strategic platform of Love, Your Bread to tap into the emotional connection consumers have with a food they once loved but from which may have strayed. Healthfull® is a love letter to consumers and the oh-so-important comma in Love, Your Bread differentiated the brand from the competition. The key element of Love, Your Bread is the Healthfull® Nom-Nom-Rom-Com – a tongue-in-cheek “bread trailer” for a romantic comedy that resonates with the target audience. The video tells the love story between a woman and her Heatlhfull® bread. A lovable animated character is introduced to represent Healthfull®’s commitment to being 100% whole grain bread that is 80 calories per slice with no artificial colors, flavors or preservatives.

Coyne’s holistic approach consisted of owned, paid and earned components to tell the Love, Your Bread story. In addition to the playful romantic comedy “movie trailer,” the campaign included social media calls-to-action, a dedicated hashtag (#LoveYourBread) and a targeted, multi-platform social and digital advertising campaign leveraging the fun video content.

Impact: Coyne’s out-of-the-bread-box thinking was a success and raised Healthfull®’s presence within the category. The campaign achieved more than 32.2 million social and digital impressions, 6.3 million video views, increased brand social mentions and conversations by 10x and helped Healthfull® achieve distribution across major retailers nationwide, successfully achieving all four objectives.

Healthfull® Nom-Nom-Rom-Com

Issue: Coyne was tasked with launching a new line of whole grain bread for Bimbo Bakeries called Healthfull® to help the brand stand out from the competition. The brand needed something different and innovative for the category – a slice above the rest.

Idea: Coyne developed the strategic platform of Love, Your Bread to tap into the emotional connection consumers have with a food they once loved but from which may have strayed. Healthfull® is a love letter to consumers and the oh-so-important comma in Love, Your Bread differentiated the brand from the competition. The key element of Love, Your Bread is the Healthfull® Nom-Nom-Rom-Com – a tongue-in-cheek “bread trailer” for a romantic comedy that resonates with the target audience. The video tells the love story between a woman and her Heatlhfull® bread. A lovable animated character is introduced to represent Healthfull®’s commitment to being 100% whole grain bread that is 80 calories per slice with no artificial colors, flavors or preservatives.

Coyne’s holistic approach consisted of owned, paid and earned components to tell the Love, Your Bread story. In addition to the playful romantic comedy “movie trailer,” the campaign included social media calls-to-action, a dedicated hashtag (#LoveYourBread) and a targeted, multi-platform social and digital advertising campaign leveraging the fun video content.

Impact: Coyne’s out-of-the-bread-box thinking was a success and raised Healthfull®’s presence within the category. The campaign achieved more than 32.2 million social and digital impressions, 6.3 million video views, increased brand social mentions and conversations by 10x and helped Healthfull® achieve distribution across major retailers nationwide, successfully achieving all four objectives.

BIMBO BAKERIES

Issue: In response to a shift in consumer thinking about bread and its place in their diet, along with a need to serve content to increasingly mobile users and streamline content management within the organization, Bimbo Bakeries USA (BBU), makers of Arnold, Brownberry and Oroweat bread brands sought to refresh their digital ecosystem.

Idea: Coyne came to the table with a re-focused content strategy, new responsive design, and expanded recipe offering custom crafted to engage the brands’ nutrition-conscious target. As part of the redesign, the brands’ extensive existing content was audited to identify opportunities for optimization, and then migrated into a new Drupal CMS to support content creation, collaboration and maintenance within the organization going forward. Content and code were carefully planned and quality assured to ensure an optimal and search-friendly user experience, and that the site met stringent accessibility and security standards.

Impact: With built-in support for future geographic targeting, eCRM programs, promotions, and additional content, the brands were able to refresh content and make updates with a faster turnaround. A newly added blog section supported content created by registered dietitians, supporting PR activity and serving as a key destination for visitors driven from the brands’ social channels and email program. Compared to the previous year, sessions increased over 100% with pageviews jumping 45% and mobile making up nearly 40% of all traffic.

Arnold, Brownberry, Oroweat Breads - Responsive Website Design

Issue: In response to a shift in consumer thinking about bread and its place in their diet, along with a need to serve content to increasingly mobile users and streamline content management within the organization, Bimbo Bakeries USA (BBU), makers of Arnold, Brownberry and Oroweat bread brands sought to refresh their digital ecosystem.

Idea: Coyne came to the table with a re-focused content strategy, new responsive design, and expanded recipe offering custom crafted to engage the brands’ nutrition-conscious target. As part of the redesign, the brands’ extensive existing content was audited to identify opportunities for optimization, and then migrated into a new Drupal CMS to support content creation, collaboration and maintenance within the organization going forward. Content and code were carefully planned and quality assured to ensure an optimal and search-friendly user experience, and that the site met stringent accessibility and security standards.

Impact: With built-in support for future geographic targeting, eCRM programs, promotions, and additional content, the brands were able to refresh content and make updates with a faster turnaround. A newly added blog section supported content created by registered dietitians, supporting PR activity and serving as a key destination for visitors driven from the brands’ social channels and email program. Compared to the previous year, sessions increased over 100% with pageviews jumping 45% and mobile making up nearly 40% of all traffic.

Express Scripts

Issue: Individuals becoming eligible for Medicare Part D and planning for retirement are confused about their options and overwhelmed by misinformation. On top of this confusion, selecting a Medicare plan is only undertaken once in a person’s lifetime (switching is infrequent), and the open enrollment period lasts a limited handful of months. Express Scripts wished to communicate clearly and positively with a generally less digitally-savvy audience, offering value in the form of customer service and subject matter expertise.

Idea: RoadmapforMedicare.com was designed as a web knowledge base for seniors and their families to clear up confusion and misinformation around Medicare Part D. The responsive site provides an opportunity for visitors to hear from Medicare experts on a number of popular topics, and connect with Express Scripts for help and advice via phone representatives and the company’s enrollment site. Content ideas were drawn from search behavior, proprietary surveys, and Express Scripts Medicare advisors. The site was built with a Wordpress CMS, with email managed via MailChimp for ease of implementation, tracking, and collaboration between agency and client. To drive repeat visits throughout the open enrollment period, Coyne crafted a content publishing calendar and eCRM program.

Impact: RoadmapforMedicare.com has been updated and maintained for three years running as of 2016, each year bringing a new level of engagement and expansion to the program to reach even more people as they approach this critical life phase. The site has seen a yearly increase in traffic and month over month improvement in search ranking for Medicare topics, peaking during open enrollment.

RoadmapforMedicare.com Website and eCRM Program

Issue: Individuals becoming eligible for Medicare Part D and planning for retirement are confused about their options and overwhelmed by misinformation. On top of this confusion, selecting a Medicare plan is only undertaken once in a person’s lifetime (switching is infrequent), and the open enrollment period lasts a limited handful of months. Express Scripts wished to communicate clearly and positively with a generally less digitally-savvy audience, offering value in the form of customer service and subject matter expertise.

Idea: RoadmapforMedicare.com was designed as a web knowledge base for seniors and their families to clear up confusion and misinformation around Medicare Part D. The responsive site provides an opportunity for visitors to hear from Medicare experts on a number of popular topics, and connect with Express Scripts for help and advice via phone representatives and the company’s enrollment site. Content ideas were drawn from search behavior, proprietary surveys, and Express Scripts Medicare advisors. The site was built with a Wordpress CMS, with email managed via MailChimp for ease of implementation, tracking, and collaboration between agency and client. To drive repeat visits throughout the open enrollment period, Coyne crafted a content publishing calendar and eCRM program.

Impact: RoadmapforMedicare.com has been updated and maintained for three years running as of 2016, each year bringing a new level of engagement and expansion to the program to reach even more people as they approach this critical life phase. The site has seen a yearly increase in traffic and month over month improvement in search ranking for Medicare topics, peaking during open enrollment.

Tara Smith

Issue: Award-winning celebrity hairstylist Tara Smith approached Coyne to support the stateside launch of her high-performance botanical haircare line. Previously launched in the UK, Tara’s web presence needed to be migrated and updated to support ecommerce for US shoppers while integrating with PR events and converting earned and social media traffic. Speed-to-market was key.

Idea: Taking a product-first strategy, the digital team strategized, designed and developed a responsive, mobile-optimized ecommerce destination for the brand. Through partnership with the Shopify platform, Coyne was able to quickly launch a fully functional shopping experience creatively in-sync with Tara’s distinctive brand and integrated with the messaging points being communicated through PR, social, and influencer efforts. The shop included the full backing of Google Analytics and Shopify’s measurement dashboard, which the team leveraged for insights into user behavior, search optimization, and content opportunities.

Impact: The Coyne team’s combined efforts directed new traffic to TaraSmith.com and drove a steady boost in sales with revenue increasing almost five times in one month. The website has played a key role in supporting ongoing discount code promotions, social engagement campaigns, earned media hits, and Tara’s appearances on HSN’s Beauty Report and in Bluemercury and Macy’s store locations.

Responsive Ecommerce Website, TaraSmith.com

Issue: Award-winning celebrity hairstylist Tara Smith approached Coyne to support the stateside launch of her high-performance botanical haircare line. Previously launched in the UK, Tara’s web presence needed to be migrated and updated to support ecommerce for US shoppers while integrating with PR events and converting earned and social media traffic. Speed-to-market was key.

Idea: Taking a product-first strategy, the digital team strategized, designed and developed a responsive, mobile-optimized ecommerce destination for the brand. Through partnership with the Shopify platform, Coyne was able to quickly launch a fully functional shopping experience creatively in-sync with Tara’s distinctive brand and integrated with the messaging points being communicated through PR, social, and influencer efforts. The shop included the full backing of Google Analytics and Shopify’s measurement dashboard, which the team leveraged for insights into user behavior, search optimization, and content opportunities.

Impact: The Coyne team’s combined efforts directed new traffic to TaraSmith.com and drove a steady boost in sales with revenue increasing almost five times in one month. The website has played a key role in supporting ongoing discount code promotions, social engagement campaigns, earned media hits, and Tara’s appearances on HSN’s Beauty Report and in Bluemercury and Macy’s store locations.

Digital Dream Labs

Issue: Digital Dream Labs came to Coyne PR to generate pre-launch buzz and make their new toy, Puzzlets, a key player in the “smart toy” category.

Idea: Parents have been flocking to the toy aisle in hopes of finding playthings that will teach their children STEAM fundamentals, as labor statistics project overall STEAM employment to grow 13% in the next 10 years. Knowing this, Coyne tapped into the growing trend of these innovative toys and pre-seeded the app-enabled interactive gaming platform to key media to establish Puzzlets as an on-trend learning toy.

Impact: In the first four months, Coyne secured Puzzlets coverage in media outlets, including The Wall Street Journal, USA Today, Parents @ Play (syndicated column), women’s tech site Chip Chick and popular YouTube unboxer Act Out Games. The team also secured a feature article in the client’s hometown of Pittsburgh with the Pittsburgh Business Times. To date, Coyne has generated over 15.4 million impression.

Full Steam Ahead for Puzzlets

Issue: Digital Dream Labs came to Coyne PR to generate pre-launch buzz and make their new toy, Puzzlets, a key player in the “smart toy” category.

Idea: Parents have been flocking to the toy aisle in hopes of finding playthings that will teach their children STEAM fundamentals, as labor statistics project overall STEAM employment to grow 13% in the next 10 years. Knowing this, Coyne tapped into the growing trend of these innovative toys and pre-seeded the app-enabled interactive gaming platform to key media to establish Puzzlets as an on-trend learning toy.

Impact: In the first four months, Coyne secured Puzzlets coverage in media outlets, including The Wall Street Journal, USA Today, Parents @ Play (syndicated column), women’s tech site Chip Chick and popular YouTube unboxer Act Out Games. The team also secured a feature article in the client’s hometown of Pittsburgh with the Pittsburgh Business Times. To date, Coyne has generated over 15.4 million impression.

API Global

Issue: The American Petroleum Institute (API) is the premier national trade association representing all aspects of America’s oil and natural gas industry, including: certifying oil and gas professionals; conducting research; and offering up training materials for purchase on its site to help oil and gas professionals advance their careers. API had historically relied on traditional communications channels, such as email, to connect with its target audience, but sought to expand its footprint and, subsequently, enhance its brand reputation, via social media.   

Idea: Through ongoing market research, Coyne identified API’s brand voice and developed a strategy for digital and social marketing efforts, which included a heavy emphasis on LinkedIn, as social media listening revealed that this was the platform not only where the target audience congregated socially, but also where they discussed continuing education specifically. Employing learnings from its research, Coyne developed a series of campaigns based on calls-to-action to increase event attendance, increase registration for professional training, drive sales of industry documentation, and increase registration for certification exams. In tandem, Coyne developed a supporting social media and content strategy, which consisted of building API’s social presence on Facebook, Twitter and a LinkedIn Company page, while re-engaging their existing LinkedIn Group. Finally, Coyne implemented a complementary social advertising campaign for this very niche audience.

Impact: Since implementing and executing the social media strategy, API’s community has grown by nearly 10,000 followers across Twitter, Facebook, LinkedIn and its LinkedIn group.  Social media efforts have also driven over 8,300 sessions to targeted sections of API.org. Through the brand’s social media channels, not only do customers now receive information on upcoming events, newly released publications, important certifications and the corresponding exam schedules, but also have the opportunity to share their experiences and perspective on industry news and engage in a one-on-one relationship with API Global.

Making Social Inroads in Oil & Gas

Issue: The American Petroleum Institute (API) is the premier national trade association representing all aspects of America’s oil and natural gas industry, including: certifying oil and gas professionals; conducting research; and offering up training materials for purchase on its site to help oil and gas professionals advance their careers. API had historically relied on traditional communications channels, such as email, to connect with its target audience, but sought to expand its footprint and, subsequently, enhance its brand reputation, via social media.   

Idea: Through ongoing market research, Coyne identified API’s brand voice and developed a strategy for digital and social marketing efforts, which included a heavy emphasis on LinkedIn, as social media listening revealed that this was the platform not only where the target audience congregated socially, but also where they discussed continuing education specifically. Employing learnings from its research, Coyne developed a series of campaigns based on calls-to-action to increase event attendance, increase registration for professional training, drive sales of industry documentation, and increase registration for certification exams. In tandem, Coyne developed a supporting social media and content strategy, which consisted of building API’s social presence on Facebook, Twitter and a LinkedIn Company page, while re-engaging their existing LinkedIn Group. Finally, Coyne implemented a complementary social advertising campaign for this very niche audience.

Impact: Since implementing and executing the social media strategy, API’s community has grown by nearly 10,000 followers across Twitter, Facebook, LinkedIn and its LinkedIn group.  Social media efforts have also driven over 8,300 sessions to targeted sections of API.org. Through the brand’s social media channels, not only do customers now receive information on upcoming events, newly released publications, important certifications and the corresponding exam schedules, but also have the opportunity to share their experiences and perspective on industry news and engage in a one-on-one relationship with API Global.

MARSOC

Issue: The MARSOC Foundation, an organization that provides benevolent support to active duty and medically retired Special Operations Forces and their families, challenged Coyne to help extend fund raising efforts in the state of New Jersey.  

Idea: Working with local advocates, the Coyne team helped establish and develop an inaugural 5K road race as the primary event for fundraising efforts, requiring the development of a fully-integrated communications plan to bring the event to a successful reality.  Coyne branded the event as the “Seaside Semper Five” 5K race to benefit the U.S. Marines Corps Special Operations and launched a fully integrated marketing effort complete with an official logo, website, signage, branded social channels and a kick-off announcement flag raising event at City Hall in Seaside Heights, NJ, home of the inaugural race. A media outreach initiative, along with a direct marketing campaign helped drive buzz and entries leading up to the race day.

Impact: The efforts surrounding the Seaside Semper Five Marine Corps Charity 5K Run/Walk generated hundreds of Facebook page likes and Instagram followers, garnered extensive local market media coverage including multiple live shots that aired on News 12 New Jersey, as well as feature stories on Seaside Heights Patch, Toms River Patch, NJ.com, Asbury Park Press Online in addition to several local running clubs. Most importantly, the exposure and buzz generated in support of the inaugural Seaside Semper Five Marine Corps Charity 5K Run/Walk brought close to one thousand runners together raising valuable funds for the MARSOC Foundation. Further, the Seaside Semper Five Marine Corps Charity 5K Run/Walk will now become an annual fundraising event and the social channels fully developed by Coyne PR provides a permanent platform to engage with dedicated followers.

Seaside Semper Five Marine Corps Charity 5K Run/Walk

Issue: The MARSOC Foundation, an organization that provides benevolent support to active duty and medically retired Special Operations Forces and their families, challenged Coyne to help extend fund raising efforts in the state of New Jersey.  

Idea: Working with local advocates, the Coyne team helped establish and develop an inaugural 5K road race as the primary event for fundraising efforts, requiring the development of a fully-integrated communications plan to bring the event to a successful reality.  Coyne branded the event as the “Seaside Semper Five” 5K race to benefit the U.S. Marines Corps Special Operations and launched a fully integrated marketing effort complete with an official logo, website, signage, branded social channels and a kick-off announcement flag raising event at City Hall in Seaside Heights, NJ, home of the inaugural race. A media outreach initiative, along with a direct marketing campaign helped drive buzz and entries leading up to the race day.

Impact: The efforts surrounding the Seaside Semper Five Marine Corps Charity 5K Run/Walk generated hundreds of Facebook page likes and Instagram followers, garnered extensive local market media coverage including multiple live shots that aired on News 12 New Jersey, as well as feature stories on Seaside Heights Patch, Toms River Patch, NJ.com, Asbury Park Press Online in addition to several local running clubs. Most importantly, the exposure and buzz generated in support of the inaugural Seaside Semper Five Marine Corps Charity 5K Run/Walk brought close to one thousand runners together raising valuable funds for the MARSOC Foundation. Further, the Seaside Semper Five Marine Corps Charity 5K Run/Walk will now become an annual fundraising event and the social channels fully developed by Coyne PR provides a permanent platform to engage with dedicated followers.

Casio

Issue:  Casio tasked Coyne PR with generating coverage focused on its new Smart Outdoor Watch and driving media attendance at its booth and press conference during CES 2016 in Las Vegas.

Idea: To kick off CES 2016, Casio hosted a press conference during which the company introduced its new president, Kazuhiro Kashio, and latest timepiece innovation, the Smart Outdoor Watch WSD-F10. To help take the announcement to an even wider audience, Coyne set up a live stream of the press conference via Casio’s YouTube channel so media unable to attend the conference could join in on the announcement.  In addition to supporting the press conference, Coyne executed a series of tactics that included drafting press materials and scripts, developing award submissions, securing booth appointments, hosting media on-site and much more!

Impact: It’s safe to say that Casio’s time had come at CES! The press conference was a huge success with a standing-room only crowd of more than 200 media in attendance from top-tier outlets including CNET, Cult of Mac, Digital Trends, Mashable, PCMag, Techlicious, Tom’s Guide, TWICE magazine, among others. Coyne also conducted 83 media tours onsite in the booth! As a result of these aggressive efforts, Coyne generated coverage on Android Central, ChipChick, CNET, Digital Trends, Engadget, Financial Times, Forbes, Gizmodo, Mashable, PCMag, Pocket-Lint, Slashgear, Techcrunch, Ubergizmo, The Verge, USA Today, the Wall Street Journal, etc. which resulted in more than 427 million media impressions and nearly $21 million in estimated ad value. 

CASIO TAKES OVER CES 2016 WITH SMART WATCH INTRODUCTION

Issue:  Casio tasked Coyne PR with generating coverage focused on its new Smart Outdoor Watch and driving media attendance at its booth and press conference during CES 2016 in Las Vegas.

Idea: To kick off CES 2016, Casio hosted a press conference during which the company introduced its new president, Kazuhiro Kashio, and latest timepiece innovation, the Smart Outdoor Watch WSD-F10. To help take the announcement to an even wider audience, Coyne set up a live stream of the press conference via Casio’s YouTube channel so media unable to attend the conference could join in on the announcement.  In addition to supporting the press conference, Coyne executed a series of tactics that included drafting press materials and scripts, developing award submissions, securing booth appointments, hosting media on-site and much more!

Impact: It’s safe to say that Casio’s time had come at CES! The press conference was a huge success with a standing-room only crowd of more than 200 media in attendance from top-tier outlets including CNET, Cult of Mac, Digital Trends, Mashable, PCMag, Techlicious, Tom’s Guide, TWICE magazine, among others. Coyne also conducted 83 media tours onsite in the booth! As a result of these aggressive efforts, Coyne generated coverage on Android Central, ChipChick, CNET, Digital Trends, Engadget, Financial Times, Forbes, Gizmodo, Mashable, PCMag, Pocket-Lint, Slashgear, Techcrunch, Ubergizmo, The Verge, USA Today, the Wall Street Journal, etc. which resulted in more than 427 million media impressions and nearly $21 million in estimated ad value. 

David's Bridal

Issue: Coyne was tasked with developing a launch plan to announce the top secret collaboration with UK designer Jenny Packham. The team had to balance maintaining the exclusivity of Jenny Packham’s namesake and credibility within the U.S. bridal market while making a splash with media in spite of the crowded Bridal Market Week scene.

Idea: Coyne developed a tight media strategy in a niche market that kicked off with a stage setting story in WWD, the leading fashion industry publication, to break the news and get consumer media excited about the collaboration. On the heels of this announcement, a tightly curated list of top-tier bridal and fashion media were invited to an exclusive press preview event during Bridal Market Week at New York’s coveted Waverly Inn. Attendees enjoyed passed hors d'oeuvres and prosecco while getting a first look at the collection, with three models rotating dresses throughout the evening. Jenny Packham was onsite for one-on-one interviews with key media and mingling with guests. In anticipation of the collection hitting stores in February, signature stories were placed in top bridal magazines including The Knot and Martha Stewart Weddings.


Impact:Through strategic planning and smart, targeted outreach, Coyne was able to garner meaningful coverage leading up to the launch of the collection. The ‘fewer, bigger, better’ approach of securing rich stories in the most impactful outlets helped capture the essence of the collaboration while also maintaining Jenny Packham’s credibility in the bridal space, which pleased the Jenny Packham team as well as the David’s Bridal marketing team.

‘Wonder by Jenny Packham’ Collaboration

Issue: Coyne was tasked with developing a launch plan to announce the top secret collaboration with UK designer Jenny Packham. The team had to balance maintaining the exclusivity of Jenny Packham’s namesake and credibility within the U.S. bridal market while making a splash with media in spite of the crowded Bridal Market Week scene.

Idea: Coyne developed a tight media strategy in a niche market that kicked off with a stage setting story in WWD, the leading fashion industry publication, to break the news and get consumer media excited about the collaboration. On the heels of this announcement, a tightly curated list of top-tier bridal and fashion media were invited to an exclusive press preview event during Bridal Market Week at New York’s coveted Waverly Inn. Attendees enjoyed passed hors d'oeuvres and prosecco while getting a first look at the collection, with three models rotating dresses throughout the evening. Jenny Packham was onsite for one-on-one interviews with key media and mingling with guests. In anticipation of the collection hitting stores in February, signature stories were placed in top bridal magazines including The Knot and Martha Stewart Weddings.


Impact:Through strategic planning and smart, targeted outreach, Coyne was able to garner meaningful coverage leading up to the launch of the collection. The ‘fewer, bigger, better’ approach of securing rich stories in the most impactful outlets helped capture the essence of the collaboration while also maintaining Jenny Packham’s credibility in the bridal space, which pleased the Jenny Packham team as well as the David’s Bridal marketing team.

Malie Organics

Issue:  Malie Organics tasked Coyne with developing a plan to raise brand awareness and connect with consumers through Instagram – the brand’s first foray into engaging via social media versus traditional media. The team was challenged to find quality, on-brand influencers to share products with their dedicated audiences in return for product compensation versus payment.

Idea: First, Coyne developed an approach that complimented our traditional media outreach, editorializing Malie’s collections by crafting timely storylines that focus on specific products. The team then identified a strong group of impactful Instagram influencers who would resonate with Malie’s target audience and tasked them with creating visually compelling content that helped tell the brand’s story in their own unique voice. This group of Instagrammers went beyond the realm of beauty, including fashion influencers, travel bloggers, surfers, artists and photographers that could speak to the Malie lifestyle.

Impact: Through strategic outreach, tight brand messaging and a series of targeted campaigns, Coyne was able to generate impactful results quickly, securing 27 posts totaling 3 million+ impressions in just two months. Over a 90 day period, we were able to secure 42 posts totaling just under 4 million impressions. The brand’s Instagram following increased by almost 30%, and they accumulated a treasure trove of assets they were excited repurpose on their own social channels.

Targeting Instagram Influencers

Issue:  Malie Organics tasked Coyne with developing a plan to raise brand awareness and connect with consumers through Instagram – the brand’s first foray into engaging via social media versus traditional media. The team was challenged to find quality, on-brand influencers to share products with their dedicated audiences in return for product compensation versus payment.

Idea: First, Coyne developed an approach that complimented our traditional media outreach, editorializing Malie’s collections by crafting timely storylines that focus on specific products. The team then identified a strong group of impactful Instagram influencers who would resonate with Malie’s target audience and tasked them with creating visually compelling content that helped tell the brand’s story in their own unique voice. This group of Instagrammers went beyond the realm of beauty, including fashion influencers, travel bloggers, surfers, artists and photographers that could speak to the Malie lifestyle.

Impact: Through strategic outreach, tight brand messaging and a series of targeted campaigns, Coyne was able to generate impactful results quickly, securing 27 posts totaling 3 million+ impressions in just two months. Over a 90 day period, we were able to secure 42 posts totaling just under 4 million impressions. The brand’s Instagram following increased by almost 30%, and they accumulated a treasure trove of assets they were excited repurpose on their own social channels.

Timberland

Issue:  Long known for its iconic Six-Inch Wheat Boot, Timberland looked to Coyne PR to generate significant social media and consumer interest in new, stylish F15 men’s and women’s product “beyond the boot.” Building organic style credibility, changing brand perception and driving social media impressions were key goals of the campaign, which worked to reposition Timberland as a major player in the style space.

Idea:  Coyne PR researched, vetted and contracted top men’s and women’s style bloggers for its Fall 2015 campaign, focusing on influencers who would drive maximum impressions, engagement and organic style credibility. Coyne developed a comprehensive campaign that allowed bloggers to select and style their favorite pieces from the Fall 2015 collection, resulting in a series of social media and blog posts across four months. Coyne specifically looked to select popular style influencers with wide and varied social reaches, using its keen acumen to select bloggers who best represent the Timberland brand’s “rugged-refined” aesthetic.

Impact: The campaign was a key driving force in changing perception among Timberland’s target demographic – the young, active, outdoor lifestyle-focused consumer. The campaign successfully generated millions of impressions and hundreds of social media and blog posts, engaging consumers in unique ways and driving organic conversation around the stylish versatility of Timberland product. Allowing bloggers to select and style their favorite pieces from Timberland’s F15 collections also created unique organic content outside of contracted posts. The campaign added further value by creating photo and editorial content that was repurposed directly by Timberland’s email marketing team. Each segment of the campaign reached a wide consumer base and generated significant style credibility for the brand.

Blogger Program

Issue:  Long known for its iconic Six-Inch Wheat Boot, Timberland looked to Coyne PR to generate significant social media and consumer interest in new, stylish F15 men’s and women’s product “beyond the boot.” Building organic style credibility, changing brand perception and driving social media impressions were key goals of the campaign, which worked to reposition Timberland as a major player in the style space.

Idea:  Coyne PR researched, vetted and contracted top men’s and women’s style bloggers for its Fall 2015 campaign, focusing on influencers who would drive maximum impressions, engagement and organic style credibility. Coyne developed a comprehensive campaign that allowed bloggers to select and style their favorite pieces from the Fall 2015 collection, resulting in a series of social media and blog posts across four months. Coyne specifically looked to select popular style influencers with wide and varied social reaches, using its keen acumen to select bloggers who best represent the Timberland brand’s “rugged-refined” aesthetic.

Impact: The campaign was a key driving force in changing perception among Timberland’s target demographic – the young, active, outdoor lifestyle-focused consumer. The campaign successfully generated millions of impressions and hundreds of social media and blog posts, engaging consumers in unique ways and driving organic conversation around the stylish versatility of Timberland product. Allowing bloggers to select and style their favorite pieces from Timberland’s F15 collections also created unique organic content outside of contracted posts. The campaign added further value by creating photo and editorial content that was repurposed directly by Timberland’s email marketing team. Each segment of the campaign reached a wide consumer base and generated significant style credibility for the brand.

Lionel

Issue: Long known for its iconic model trains, Lionel tasked Coyne PR with generating awareness for its revolutionary new product, Mega Tracks, during Toy Fair 2016, the toy industry’s annual trade show. 

Idea: Coyne PR executed a series of tactics in support of Toy Fair, beginning with a Mega Tracks “sneak peek” event where key toy influencers were given the opportunity to experience the revolutionary rail system first-hand, in an effort to keep Lionel top of mind as they planned Toy Fair coverage. In addition, Coyne PR developed a press release to announce the new product, which was distributed over the wire before the start of the show, secured media appointments in the Lionel booth over the course of the show and conducted personalized tours on-site that included product demonstrations.  Coyne PR also worked with an Associated Press photographer to distribute photos of the Mega Tracks booth display over the wire on the opening day of the show.

Impact: Toy Fair was a monumental success for Lionel, with Coyne PR generating top-tier media coverage for Mega Tracks. The product was featured in five national broadcast segments, including Live with Kelly & Michael, Good Morning America, CBS Evening News and two segments on ABC World News Now.  Additionally, Mega Tracks was included in numerous online Toy Fair stories, including USA Today, The Wall Street Journal, Gizmodo, Popular Science and more.  During the course of the show, Coyne PR and Lionel met with reporters from over 60 media outlets including USA Today, CNBC, Parents, Examiner.com and many more. In total, Coyne PR generated more than 172 million media impressions for Lionel during Toy Fair.  

Toy Fair 2016 With Introduction of Mega Tracks

Issue: Long known for its iconic model trains, Lionel tasked Coyne PR with generating awareness for its revolutionary new product, Mega Tracks, during Toy Fair 2016, the toy industry’s annual trade show. 

Idea: Coyne PR executed a series of tactics in support of Toy Fair, beginning with a Mega Tracks “sneak peek” event where key toy influencers were given the opportunity to experience the revolutionary rail system first-hand, in an effort to keep Lionel top of mind as they planned Toy Fair coverage. In addition, Coyne PR developed a press release to announce the new product, which was distributed over the wire before the start of the show, secured media appointments in the Lionel booth over the course of the show and conducted personalized tours on-site that included product demonstrations.  Coyne PR also worked with an Associated Press photographer to distribute photos of the Mega Tracks booth display over the wire on the opening day of the show.

Impact: Toy Fair was a monumental success for Lionel, with Coyne PR generating top-tier media coverage for Mega Tracks. The product was featured in five national broadcast segments, including Live with Kelly & Michael, Good Morning America, CBS Evening News and two segments on ABC World News Now.  Additionally, Mega Tracks was included in numerous online Toy Fair stories, including USA Today, The Wall Street Journal, Gizmodo, Popular Science and more.  During the course of the show, Coyne PR and Lionel met with reporters from over 60 media outlets including USA Today, CNBC, Parents, Examiner.com and many more. In total, Coyne PR generated more than 172 million media impressions for Lionel during Toy Fair.  

Daytona International Speedway

Issue: Daytona International Speedway (DIS) tasked Coyne with constructing a three-year narrative about its $400 million DAYTONA Rising redevelopment project, transforming DIS into the world’s first motorsports stadium.

Idea: Recognizing that hard hats/shovels would not suffice for the groundbreaking, Coyne created an actual race! The first/only DAYTONA Rising 500 was a competition featuring massive construction equipment in place of stock cars that provided winners with the opportunity to officially break ground. The event pitted pairings of current and former NASCAR drivers in a test of competitive driving skills. With the successful groundbreaking in its rearview mirror, Coyne drove interest in the project (until its completion in January 2016) by creating a steady conversation with existing motorsports fans/new fans and “incorporating” them into construction milestones.

Understanding the need to bring DAYTONA Rising to new places, Coyne held several FAM trips from 2014-2016 with high-profile technology, travel and business media to showcase the transformation, new fan-friendly experience, modern amenities and generate exposure for new naming rights partners such as Toyota, Florida Hospital, Chevrolet, Sunoco and Axalta.

Impact:  As the project crossed the finished line, Coyne generated more than one billion impressions, nearly 8,000 stories and more than $19 million in publicity value. DAYTONA Rising was featured in national media such as The New York Times, USA TODAY, Forbes, Sports Illustrated, CNNMoney, Popular Mechanics, “Fox & Friends,” Bloomberg and CNBC. The new motorsports stadium was also named Sports Facility of the Year as part of SportsBusiness Journal’s 2016 Sports Business Awards. Coyne helped DIS successfully usher in a new era while never losing sight of its storied past.

Reimagining An American Icon

Issue: Daytona International Speedway (DIS) tasked Coyne with constructing a three-year narrative about its $400 million DAYTONA Rising redevelopment project, transforming DIS into the world’s first motorsports stadium.

Idea: Recognizing that hard hats/shovels would not suffice for the groundbreaking, Coyne created an actual race! The first/only DAYTONA Rising 500 was a competition featuring massive construction equipment in place of stock cars that provided winners with the opportunity to officially break ground. The event pitted pairings of current and former NASCAR drivers in a test of competitive driving skills. With the successful groundbreaking in its rearview mirror, Coyne drove interest in the project (until its completion in January 2016) by creating a steady conversation with existing motorsports fans/new fans and “incorporating” them into construction milestones.

Understanding the need to bring DAYTONA Rising to new places, Coyne held several FAM trips from 2014-2016 with high-profile technology, travel and business media to showcase the transformation, new fan-friendly experience, modern amenities and generate exposure for new naming rights partners such as Toyota, Florida Hospital, Chevrolet, Sunoco and Axalta.

Impact:  As the project crossed the finished line, Coyne generated more than one billion impressions, nearly 8,000 stories and more than $19 million in publicity value. DAYTONA Rising was featured in national media such as The New York Times, USA TODAY, Forbes, Sports Illustrated, CNNMoney, Popular Mechanics, “Fox & Friends,” Bloomberg and CNBC. The new motorsports stadium was also named Sports Facility of the Year as part of SportsBusiness Journal’s 2016 Sports Business Awards. Coyne helped DIS successfully usher in a new era while never losing sight of its storied past.

Perdue

Issue: As the leader in providing the transparency and assurance of No Antibiotics Ever (NAE) products, Perdue challenged Coyne with developing a social content strategy and campaign to align with the announcement of new milestones in a major product initiative that would engage consumers and educate them on the brand’s leadership in NAE.

Idea: Consumer social media content consumption patterns continue to favor video over imagery and text copy alone; and when it comes to tone, humor plays favorable in the feeds of consumers.  The team developed a concept featuring a custom animated video that emphasized how some other poultry brands “dance” around the issue of antibiotics with caveats and exceptions, but when Perdue says no antibiotics ever, they mean simply that. To align with market data on online video viewing behavior, the video was cut into a full-length :30 version posted to the brand’s YouTube channel, website homepage and a dedicated NAE landing page; and a :15 version, which distributed through Perdue’s social channels, including Facebook, Instagram, and Twitter.  Visibility for the content was supported by a paid media strategy specifically within relevant social media channels.

Impact: The video stood out from the rest of the flock, earning more than 1.4 million views across Facebook and YouTube. The video showed a 17% lift in purchase intent and increased Perdue-relevant search inquiries (on YouTube and Google) by 31%. Additionally, the video saw a 26% view rate, exceeding the 21% YouTube benchmark; and the content also achieved engagement rates of 45% on Instagram and 55% on Facebook, the highest of any other Perdue brand video in the past. The content also spurred a dialogue on the Perdue social channels about NAE, helping to provide clarity and dispel myths about the brand’s usage of antibiotics in animal agriculture. 

PERDUE DOESN’T DANCE AROUND NO ANTIBIOTICS

Issue: As the leader in providing the transparency and assurance of No Antibiotics Ever (NAE) products, Perdue challenged Coyne with developing a social content strategy and campaign to align with the announcement of new milestones in a major product initiative that would engage consumers and educate them on the brand’s leadership in NAE.

Idea: Consumer social media content consumption patterns continue to favor video over imagery and text copy alone; and when it comes to tone, humor plays favorable in the feeds of consumers.  The team developed a concept featuring a custom animated video that emphasized how some other poultry brands “dance” around the issue of antibiotics with caveats and exceptions, but when Perdue says no antibiotics ever, they mean simply that. To align with market data on online video viewing behavior, the video was cut into a full-length :30 version posted to the brand’s YouTube channel, website homepage and a dedicated NAE landing page; and a :15 version, which distributed through Perdue’s social channels, including Facebook, Instagram, and Twitter.  Visibility for the content was supported by a paid media strategy specifically within relevant social media channels.

Impact: The video stood out from the rest of the flock, earning more than 1.4 million views across Facebook and YouTube. The video showed a 17% lift in purchase intent and increased Perdue-relevant search inquiries (on YouTube and Google) by 31%. Additionally, the video saw a 26% view rate, exceeding the 21% YouTube benchmark; and the content also achieved engagement rates of 45% on Instagram and 55% on Facebook, the highest of any other Perdue brand video in the past. The content also spurred a dialogue on the Perdue social channels about NAE, helping to provide clarity and dispel myths about the brand’s usage of antibiotics in animal agriculture. 

Hip Hop Caucus

Issue: Founded in 2004, Hip Hop Caucus is a national, non-profit organization that connects millennials, people of color, and disenfranchised communities to the civic process to build collective power and create positive change. To enhance its visibility, Hip Hop Caucus entrusted Coyne with its bi-partisan 2016 Respect My Vote! and People’s Climate Music campaigns. In turn, Coyne positioned the organization as a leader in educating and mobilizing Americans on voting and climate justice, during this Presidential election year.

Idea: Coyne created a strategic communications program, which leveraged the campaigns’ primary news drivers: non-partisan stance; celebrity spokespersons; expert commentary on current issues and trends. To build awareness and sustain each campaign’s momentum, Coyne and Hip Hop Caucus secured partnerships with celebrities and national media outlets as well as coordinated town hall discussions to spread the word about voter resources and action on climate change.  Furthermore, Coyne supported an influencer campaign that included 186 influencers from around the country to get involved in Respect My Vote! at no cost.   Through both big ideas and targeted media outreach, Coyne’s comprehensive program would solidify Hip Hop Caucus as a platform that engages the public for electoral activism.

Impact: As a result of Coyne’s action plan, Hip Hop Caucus was part of civic conversations on top news outlets including, CNN, PEOPLE, Complex, Forbes, Vice, NBC News, The Hill, UPROXX, MTV, Teen Vogue, SiriusXM, and radio stations across the nation. HHC’s President/CEO Rev Lennox Yearwood Jr. and high-profile celebrities including Keke Palmer, Charlamagne tha God, Taboo of The Black Eyed Peas and Amber Rose were integrated into Coyne’s strategy to generate over 1,080 stories across broadcast, print, online and social media, which garnered over 287 million impressions.

Respect My Vote

Issue: Founded in 2004, Hip Hop Caucus is a national, non-profit organization that connects millennials, people of color, and disenfranchised communities to the civic process to build collective power and create positive change. To enhance its visibility, Hip Hop Caucus entrusted Coyne with its bi-partisan 2016 Respect My Vote! and People’s Climate Music campaigns. In turn, Coyne positioned the organization as a leader in educating and mobilizing Americans on voting and climate justice, during this Presidential election year.

Idea: Coyne created a strategic communications program, which leveraged the campaigns’ primary news drivers: non-partisan stance; celebrity spokespersons; expert commentary on current issues and trends. To build awareness and sustain each campaign’s momentum, Coyne and Hip Hop Caucus secured partnerships with celebrities and national media outlets as well as coordinated town hall discussions to spread the word about voter resources and action on climate change.  Furthermore, Coyne supported an influencer campaign that included 186 influencers from around the country to get involved in Respect My Vote! at no cost.   Through both big ideas and targeted media outreach, Coyne’s comprehensive program would solidify Hip Hop Caucus as a platform that engages the public for electoral activism.

Impact: As a result of Coyne’s action plan, Hip Hop Caucus was part of civic conversations on top news outlets including, CNN, PEOPLE, Complex, Forbes, Vice, NBC News, The Hill, UPROXX, MTV, Teen Vogue, SiriusXM, and radio stations across the nation. HHC’s President/CEO Rev Lennox Yearwood Jr. and high-profile celebrities including Keke Palmer, Charlamagne tha God, Taboo of The Black Eyed Peas and Amber Rose were integrated into Coyne’s strategy to generate over 1,080 stories across broadcast, print, online and social media, which garnered over 287 million impressions.

Proponent Federal Credit Union

Issue: To enhance relationships with current members and to attract new, loyal members, Proponent Federal Credit Union asked Coyne to evaluate the essence of its brand for future marketing efforts.

Idea: Coyne laid the groundwork for impactful marketing efforts by evaluating the Proponent brand from the inside out.  Armed with secondary trend research and financial services data, the team interviewed key stakeholders, employees and current and prospective members to uncover the universal truths about Proponent.  Using a range of creative tools, the team tested the threshold of ideas that felt right and the concepts that were inconsistent with the brand vision.  With the confidence of this new grounding, Coyne created fresh new marketing plans, worthy of a company named “Proponent,” for the client’s priority products.  While the brand evaluation was underway, the credit union also asked the agency to execute its immediate Proponent Visa marketing program during the critical post-holiday period.  Concurrent to brand planning, the team rolled out fresh advertising creative, online and point-of-sale materials and direct mail.

Impact: The success of the Proponent marketing campaign will ultimately be determined by sign-ups and dollar volumes generated through member activity.  However, the preliminary Visa marketing yielded increased credit card acquisition rates compared to previous years.  The client’s new campaigns rolled out in Fall 2015, with new member recruitment taking place the following year. 

Embraces Past to Pave Future

Issue: To enhance relationships with current members and to attract new, loyal members, Proponent Federal Credit Union asked Coyne to evaluate the essence of its brand for future marketing efforts.

Idea: Coyne laid the groundwork for impactful marketing efforts by evaluating the Proponent brand from the inside out.  Armed with secondary trend research and financial services data, the team interviewed key stakeholders, employees and current and prospective members to uncover the universal truths about Proponent.  Using a range of creative tools, the team tested the threshold of ideas that felt right and the concepts that were inconsistent with the brand vision.  With the confidence of this new grounding, Coyne created fresh new marketing plans, worthy of a company named “Proponent,” for the client’s priority products.  While the brand evaluation was underway, the credit union also asked the agency to execute its immediate Proponent Visa marketing program during the critical post-holiday period.  Concurrent to brand planning, the team rolled out fresh advertising creative, online and point-of-sale materials and direct mail.

Impact: The success of the Proponent marketing campaign will ultimately be determined by sign-ups and dollar volumes generated through member activity.  However, the preliminary Visa marketing yielded increased credit card acquisition rates compared to previous years.  The client’s new campaigns rolled out in Fall 2015, with new member recruitment taking place the following year. 

USA Swimming Foundation

Issue: Coyne was charged with creating an “impact event” to resonate with the community and media for The USA Swimming Foundation, “Make A Splash” program, which encourages families to teach children how to swim and prevent childhood drowning.  The initiative targeted a multi-cultural audience based on a 2010 study that found 70 percent of African American and 60 percent of Hispanic children are unable to swim in the United States.

Idea: Coyne literally made a splash in downtown Chicago with four Olympic gold medalists Cullen Jones, Jessica Hardy, Rowdy Gaines and Conor Dwyer. The team commissioned We Talk Chalk, a 3D painting agency to transform a downtown Chicago plaza into an Olympic-sized pool mural through the magic of 3D art to celebrate the first day of public pools opening in Chicago. Chicago’s Magnificent Mile, the most densely populated section of Michigan Avenue, served as the ideal location to hold the USA Swimming Foundation mural. After 72 hours, the painters created an incredibly realistic 3D pool mural, producing an immersive experience. This drew the attention of local and national media as it garnered awareness for the “Make A Splash” program and tempted pedestrians to strike a “dive in” pose.

Impact: Between pre and post-event media outreach efforts, Coyne generated more than 32 million total media impressions; 62 total news articles and a multitude of social placements to date. Coverage from top outlets included Yahoo! Parenting, ABC 7 Chicago, Chicago Tribune, JET Magazine, Telemundo 44 and RedEye Chicago. At the 3D pool mural unveiling, the USA Swimming Foundation made a pledge to teach 25,000 Chicago youth to swim during the summer of 2015 through the “Make a Splash” initiative, which will continue to create awareness for this preventable issue.

Make a Splash

Issue: Coyne was charged with creating an “impact event” to resonate with the community and media for The USA Swimming Foundation, “Make A Splash” program, which encourages families to teach children how to swim and prevent childhood drowning.  The initiative targeted a multi-cultural audience based on a 2010 study that found 70 percent of African American and 60 percent of Hispanic children are unable to swim in the United States.

Idea: Coyne literally made a splash in downtown Chicago with four Olympic gold medalists Cullen Jones, Jessica Hardy, Rowdy Gaines and Conor Dwyer. The team commissioned We Talk Chalk, a 3D painting agency to transform a downtown Chicago plaza into an Olympic-sized pool mural through the magic of 3D art to celebrate the first day of public pools opening in Chicago. Chicago’s Magnificent Mile, the most densely populated section of Michigan Avenue, served as the ideal location to hold the USA Swimming Foundation mural. After 72 hours, the painters created an incredibly realistic 3D pool mural, producing an immersive experience. This drew the attention of local and national media as it garnered awareness for the “Make A Splash” program and tempted pedestrians to strike a “dive in” pose.

Impact: Between pre and post-event media outreach efforts, Coyne generated more than 32 million total media impressions; 62 total news articles and a multitude of social placements to date. Coverage from top outlets included Yahoo! Parenting, ABC 7 Chicago, Chicago Tribune, JET Magazine, Telemundo 44 and RedEye Chicago. At the 3D pool mural unveiling, the USA Swimming Foundation made a pledge to teach 25,000 Chicago youth to swim during the summer of 2015 through the “Make a Splash” initiative, which will continue to create awareness for this preventable issue.

100 Black Men of New Jersey

Issue: The 100 Black Men of New Jersey (The 100) called on Coyne to inform the public about the non-profit’s programs in mentoring, education, health and wellness and economic empowerment and drive community involvement. 

Idea: Coyne continues to generate awareness and community support by making The 100 Black Men of New Jersey’s initiatives part of the larger media conversation. From healthcare to leadership, Coyne created messaging that resonates with audiences and communities nationwide and still captures the interests of those local to the New Jersey area. Most recently, Coyne worked with The 100 to create greater interest in events, such as the “Cooking for Change” college scholarship fundraiser and the Youth Leadership Summit, held in concert with the U.S. Marine Corps. Well-crafted pitches, online and print calendar listings, and earned media placements were used together to weave 360 degree coverage - pre-event, onsite, and post-event. Additionally, Coyne pursues interview opportunities for the chapter president to solidify him as a voice for the African-American community. These opportunities also give a voice to the organization and allow the chapter’s core values and competencies to be recognized.

Impact: By inserting Coyne, The 100 Black Men has not only seen media coverage from the hyperlocal to the top-tier levels, but also a greater reach to the community, thus greater involvement. The ultimate measure of success will be in the amount of residents that are informed about programs and driven to participate. Coyne continues to create opportunities and partnerships, both locally and nationally, for The 100.

Raising the Bar for Civic Engagement

Issue: The 100 Black Men of New Jersey (The 100) called on Coyne to inform the public about the non-profit’s programs in mentoring, education, health and wellness and economic empowerment and drive community involvement. 

Idea: Coyne continues to generate awareness and community support by making The 100 Black Men of New Jersey’s initiatives part of the larger media conversation. From healthcare to leadership, Coyne created messaging that resonates with audiences and communities nationwide and still captures the interests of those local to the New Jersey area. Most recently, Coyne worked with The 100 to create greater interest in events, such as the “Cooking for Change” college scholarship fundraiser and the Youth Leadership Summit, held in concert with the U.S. Marine Corps. Well-crafted pitches, online and print calendar listings, and earned media placements were used together to weave 360 degree coverage - pre-event, onsite, and post-event. Additionally, Coyne pursues interview opportunities for the chapter president to solidify him as a voice for the African-American community. These opportunities also give a voice to the organization and allow the chapter’s core values and competencies to be recognized.

Impact: By inserting Coyne, The 100 Black Men has not only seen media coverage from the hyperlocal to the top-tier levels, but also a greater reach to the community, thus greater involvement. The ultimate measure of success will be in the amount of residents that are informed about programs and driven to participate. Coyne continues to create opportunities and partnerships, both locally and nationally, for The 100.

Perrigo Nutritionals

Issue: In a market where big name brands own the space with large marketing budgets, Perrigo Nutritionals, the largest supplier of store brand infant formula is constantly trying to educate consumers about the nutritional equivalence of all formulas on the market, as regulated by the FDA, in order to increase usage and win share from the larger brands.

Idea:  To help focus on the most important part of the infant formula equation — the Baby, Coyne created the #UniqueBaby campaign which helped remind consumers that your baby is unique, however your formula is not. With photo sharing of children a popular social media behavior of moms, we made this the strategic underpinning of the promotion, encouraging consumers to submit cute, silly and unique photos of their little bundles of joy. Knowing moms heavily rely on other moms as their go to advisors, especially during pregnancy and becoming a new mom, we leveraged online influencers as brand advocates to create content that would be utilized in every facet of the integrated campaign from digital advertising to traditional media outreach, and social media. These bloggers helped get to word out about the promotion to new and expectant moms and introduce them to Store Brand Formula.

Impact: The multi-faceted campaign generated more than 203 million total impressions and drove qualified leads to the Store Brand Formula website where key brand messaging was contained, and also generated more than 3,500 entries submitted for the sweepstakes. Additionally, influencers created nearly 2,000 pieces of content featuring Store Brand Formula branding, including pre-buzz photo submissions, blog and social posts. 

A “UNIQUE” APPROACH TO INFANT FORMULA

Issue: In a market where big name brands own the space with large marketing budgets, Perrigo Nutritionals, the largest supplier of store brand infant formula is constantly trying to educate consumers about the nutritional equivalence of all formulas on the market, as regulated by the FDA, in order to increase usage and win share from the larger brands.

Idea:  To help focus on the most important part of the infant formula equation — the Baby, Coyne created the #UniqueBaby campaign which helped remind consumers that your baby is unique, however your formula is not. With photo sharing of children a popular social media behavior of moms, we made this the strategic underpinning of the promotion, encouraging consumers to submit cute, silly and unique photos of their little bundles of joy. Knowing moms heavily rely on other moms as their go to advisors, especially during pregnancy and becoming a new mom, we leveraged online influencers as brand advocates to create content that would be utilized in every facet of the integrated campaign from digital advertising to traditional media outreach, and social media. These bloggers helped get to word out about the promotion to new and expectant moms and introduce them to Store Brand Formula.

Impact: The multi-faceted campaign generated more than 203 million total impressions and drove qualified leads to the Store Brand Formula website where key brand messaging was contained, and also generated more than 3,500 entries submitted for the sweepstakes. Additionally, influencers created nearly 2,000 pieces of content featuring Store Brand Formula branding, including pre-buzz photo submissions, blog and social posts. 

Pfizer

Issue: With the wide-spread messages (and germs!) surrounding cold, cough, and flu season, Pfizer Pediatric Products (Children’s Advil®, Children’s Dimetapp®, Children’s Robitussin®) tasked Coyne with engaging key influencers to generate original and authentic content from “real moms” about the realities they face as parents, especially when sick gets real.

Idea: Leveraging strong relationships with online mom influencers, Coyne recommended engaging moms who have children in the Pfizer Pediatric product age-range to co-create original content that the brand could leverage on their Children’s Advil® and Sick just got real.™ social channels. Content, including videos, photos, and product testimonials, would showcase authentic voices of parenthood in a way that would relate to moms beyond the brand’s product messaging, enforcing how the Pfizer Pediatric products are there to support mom when times get tough.

Impact: From “mom confessions” to tips & tricks for surviving cold and cough season, bloggers have provided a variety of content on their blogs and social channels for usage on the Pfizer Pediatric websites and social media pages. With plans to extend partnerships with key influencers throughout the year, Pfizer Pediatrics Products has already garnered more than 14.5 million impressions to-date, and will continue to stay top-of-mind for moms through the creation and sharing of relatable content. 

SICK JUST GOT REAL.™ PFIZER PEDIATRIC UNDERSTANDS

Issue: With the wide-spread messages (and germs!) surrounding cold, cough, and flu season, Pfizer Pediatric Products (Children’s Advil®, Children’s Dimetapp®, Children’s Robitussin®) tasked Coyne with engaging key influencers to generate original and authentic content from “real moms” about the realities they face as parents, especially when sick gets real.

Idea: Leveraging strong relationships with online mom influencers, Coyne recommended engaging moms who have children in the Pfizer Pediatric product age-range to co-create original content that the brand could leverage on their Children’s Advil® and Sick just got real.™ social channels. Content, including videos, photos, and product testimonials, would showcase authentic voices of parenthood in a way that would relate to moms beyond the brand’s product messaging, enforcing how the Pfizer Pediatric products are there to support mom when times get tough.

Impact: From “mom confessions” to tips & tricks for surviving cold and cough season, bloggers have provided a variety of content on their blogs and social channels for usage on the Pfizer Pediatric websites and social media pages. With plans to extend partnerships with key influencers throughout the year, Pfizer Pediatrics Products has already garnered more than 14.5 million impressions to-date, and will continue to stay top-of-mind for moms through the creation and sharing of relatable content. 

The Majority Project

Issue: Coyne was challenged to create a PSA for Animal Farm Foundation’s Majority Project to help erase the negative stereotypes of pit bull dog owners.

Idea: It’s human nature to judge. And the truth is we are all guilty of judging others from time to time. This PSA features real pit bull dog owners who represent all walks of life. They are our neighbors, friends, families, public servants, etc. The narration by Jon Bernthal from “The Walking Dead” encourages owners to take a stand against prejudice and get involved.

Impact: It has generated 253 million impressions and participation increased by 87 percent.

Erasing Stereotypes

Issue: Coyne was challenged to create a PSA for Animal Farm Foundation’s Majority Project to help erase the negative stereotypes of pit bull dog owners.

Idea: It’s human nature to judge. And the truth is we are all guilty of judging others from time to time. This PSA features real pit bull dog owners who represent all walks of life. They are our neighbors, friends, families, public servants, etc. The narration by Jon Bernthal from “The Walking Dead” encourages owners to take a stand against prejudice and get involved.

Impact: It has generated 253 million impressions and participation increased by 87 percent.

Breastcancer.org

Issue: Breastcancer.org (BCO) – the world’s most-trafficked online resource for breast cancer and breast health information turned to Coyne to create a public service announcement (PSA) that would spread a message of prevention during Breast Cancer Awareness Month and drive traffic to their website. Each year BCO tackles thousands of questions like, “Can you prevent breast cancer? Is all breast cancer hereditary? Could your bra or type of deodorant cause breast cancer?” BCO seized an opportunity during October to educate a broader audience on breast cancer myths and facts.

Idea: Research showed that women have many misconceptions about breast cancer risk factors. To counter that misinformation, the PSA spoke to women about breast cancer risks and prevention in a direct, conversational and non-threatening way, using light-hearted, disarming imagery and music while maintaining a simple message. Comcast was selected as the exclusive media partner to distribute the PSA in September through mid-November. The PSA was also made available in Spanish to reach the Hispanic and Latino population.  To further promote the message, BCO featured the PSA on its homepage and distributed it via the organization’s social channels. The main call-to-action was to visit the BCO website to learn about reducing breast cancer risks.

Impact: The PSA exceeded expectations for expanding the organization’s reach, increasing website traffic and educating women on breast cancer risks. During the six-week period (September-November), the PSA aired more than 475,000 times across Comcast’s network. October 2014 was the most heavily-trafficked month for Breastcancer.org since the website launched 14 years ago – receiving 2 million visits (64 percent increase in traffic compared to October 2013). Page views on the site increased 16 percent and 90 percent of visitors engaged with content related to reducing breast cancer risks.

 

An Eye-catching PSA Brings Awareness to Breast Health and Breastcancer.org

Issue: Breastcancer.org (BCO) – the world’s most-trafficked online resource for breast cancer and breast health information turned to Coyne to create a public service announcement (PSA) that would spread a message of prevention during Breast Cancer Awareness Month and drive traffic to their website. Each year BCO tackles thousands of questions like, “Can you prevent breast cancer? Is all breast cancer hereditary? Could your bra or type of deodorant cause breast cancer?” BCO seized an opportunity during October to educate a broader audience on breast cancer myths and facts.

Idea: Research showed that women have many misconceptions about breast cancer risk factors. To counter that misinformation, the PSA spoke to women about breast cancer risks and prevention in a direct, conversational and non-threatening way, using light-hearted, disarming imagery and music while maintaining a simple message. Comcast was selected as the exclusive media partner to distribute the PSA in September through mid-November. The PSA was also made available in Spanish to reach the Hispanic and Latino population.  To further promote the message, BCO featured the PSA on its homepage and distributed it via the organization’s social channels. The main call-to-action was to visit the BCO website to learn about reducing breast cancer risks.

Impact: The PSA exceeded expectations for expanding the organization’s reach, increasing website traffic and educating women on breast cancer risks. During the six-week period (September-November), the PSA aired more than 475,000 times across Comcast’s network. October 2014 was the most heavily-trafficked month for Breastcancer.org since the website launched 14 years ago – receiving 2 million visits (64 percent increase in traffic compared to October 2013). Page views on the site increased 16 percent and 90 percent of visitors engaged with content related to reducing breast cancer risks.

 

VTech

Issue: VTech challenged Coyne to generate continued awareness and coverage for their new Kidizoom Action Cam through the summer months, following an April launch.

Idea: In order to generate truly engaged posts and content-rich editorial surrounding the Kidizoom Action Cam, Coyne offered select media and bloggers with children in the target age range the opportunity for personal skateboarding lessons featuring a one-on-one introduction to the Kidizoom Action Cam. Since many of these outlets had already covered the launch in April, this was a unique way to build on the momentum and offer them another reason to write about the product.

Impact: Coyne hosted exclusive sessions with influencers and the children of bloggers over the course of three days. The attendees posted across their social media channels in real-time during the events with a designated hashtag. They also shared multi-media assets and reviews on their websites in the days following, featuring engaging images and videos of their skateboarding lessons and authentically capturing the fun and functional capabilities of the Kidizoom Action Cam and effectively introducing the product to their thousands of collective followers and beyond.

Putting the Action in Action Cam

Issue: VTech challenged Coyne to generate continued awareness and coverage for their new Kidizoom Action Cam through the summer months, following an April launch.

Idea: In order to generate truly engaged posts and content-rich editorial surrounding the Kidizoom Action Cam, Coyne offered select media and bloggers with children in the target age range the opportunity for personal skateboarding lessons featuring a one-on-one introduction to the Kidizoom Action Cam. Since many of these outlets had already covered the launch in April, this was a unique way to build on the momentum and offer them another reason to write about the product.

Impact: Coyne hosted exclusive sessions with influencers and the children of bloggers over the course of three days. The attendees posted across their social media channels in real-time during the events with a designated hashtag. They also shared multi-media assets and reviews on their websites in the days following, featuring engaging images and videos of their skateboarding lessons and authentically capturing the fun and functional capabilities of the Kidizoom Action Cam and effectively introducing the product to their thousands of collective followers and beyond.

Playmates

Issue: Teenage Mutant Ninja Turtles, one of the most popular kids' entertainment brands of the 1980s, made an epic return in 2012 with a new CG-animated show on Nickelodeon and a new toy line from Playmates Toys. The show has been a continuous hit since 2012, with Playmates Toys introducing new products that are inspired by each season of the show. Coyne is continually challenged by Playmates Toys to generate awareness for the new Turtles line each year among a key audience – the collector community.

Idea: With Playmates Toys unveiling the new Turtles line at Toy Fair each year, Coyne took advantage of the assets available during this time and coordinated an intimate event for the loyal collector community. Held on the first day of the show each year, Coyne invites over 75 collectors to visit the booth during a designated period. Collectors are divided into small groups and are provided with an in-depth guided tour of the new product line by members of the Playmates Toys marketing team. During the event, collectors are given the opportunity to ask questions and take photographs of the latest products to be hitting shelves.

Impact: Coyne has been hosting the special collector event during Toy Fair for the past four years, with attendance climbing each year.  In 2015, nearly 100 collectors attended the event, including influential collectors such as Pixel Dan, Comic Vine, CollectionDX and Action Figure Pics. After the event, the majority of the collectors post detailed articles with photos, highlighting the new product line. In 2015, one of the articles from a collector (Comic Vine) was also picked up by Yahoo! News.

Cowabunga! Collector Event for Turtles Fans

Issue: Teenage Mutant Ninja Turtles, one of the most popular kids' entertainment brands of the 1980s, made an epic return in 2012 with a new CG-animated show on Nickelodeon and a new toy line from Playmates Toys. The show has been a continuous hit since 2012, with Playmates Toys introducing new products that are inspired by each season of the show. Coyne is continually challenged by Playmates Toys to generate awareness for the new Turtles line each year among a key audience – the collector community.

Idea: With Playmates Toys unveiling the new Turtles line at Toy Fair each year, Coyne took advantage of the assets available during this time and coordinated an intimate event for the loyal collector community. Held on the first day of the show each year, Coyne invites over 75 collectors to visit the booth during a designated period. Collectors are divided into small groups and are provided with an in-depth guided tour of the new product line by members of the Playmates Toys marketing team. During the event, collectors are given the opportunity to ask questions and take photographs of the latest products to be hitting shelves.

Impact: Coyne has been hosting the special collector event during Toy Fair for the past four years, with attendance climbing each year.  In 2015, nearly 100 collectors attended the event, including influential collectors such as Pixel Dan, Comic Vine, CollectionDX and Action Figure Pics. After the event, the majority of the collectors post detailed articles with photos, highlighting the new product line. In 2015, one of the articles from a collector (Comic Vine) was also picked up by Yahoo! News.

Disney Parks

Issue: Disney asked Coyne to help lead them into online and social media to better connect with their key target audience – moms.

Idea: Building on the insight that moms rely on other moms for advice, especially first-time visitors to the park, Coyne developed a program that would leverage the digital space in a creative and viral way.  The team created the Disney Parks Moms Panel (www.disneyparksmomspanel.disney.go.com), an online forum providing guests with insider tips and insights from parents who have the passion and knowledge to create an ideal Disney vacation experience for others.  Coyne developed a unique strategy to help drive excitement and encourage consumers to enter to be part of the panel through a casting call type approach.  The integrated marketing effort consisted of traditional media, targeted banner ad placements, blogger outreach, and social media content and promotion.
 
Impact: With such strong success of the initial Disney Parks Moms Panel, Coyne has continued to help annually with the search for new panelists.  The panel has significantly grew in traffic and size. It continues to attract thousands of applicants each year and has generated hundreds of millions of impressions, encompassing print, broadcast, and social media reach. The award-winning Disney Parks Moms Panel is considered the gold standard for “advice giving” sites and one of Disney’s most important booking assets. 

Moms Panel

Issue: Disney asked Coyne to help lead them into online and social media to better connect with their key target audience – moms.

Idea: Building on the insight that moms rely on other moms for advice, especially first-time visitors to the park, Coyne developed a program that would leverage the digital space in a creative and viral way.  The team created the Disney Parks Moms Panel (www.disneyparksmomspanel.disney.go.com), an online forum providing guests with insider tips and insights from parents who have the passion and knowledge to create an ideal Disney vacation experience for others.  Coyne developed a unique strategy to help drive excitement and encourage consumers to enter to be part of the panel through a casting call type approach.  The integrated marketing effort consisted of traditional media, targeted banner ad placements, blogger outreach, and social media content and promotion.
 
Impact: With such strong success of the initial Disney Parks Moms Panel, Coyne has continued to help annually with the search for new panelists.  The panel has significantly grew in traffic and size. It continues to attract thousands of applicants each year and has generated hundreds of millions of impressions, encompassing print, broadcast, and social media reach. The award-winning Disney Parks Moms Panel is considered the gold standard for “advice giving” sites and one of Disney’s most important booking assets. 

VTech

Issue: With technology growing ever-more present in the lives of even the youngest of kids, VTech acknowledged the need to stand out with parents who were looking for innovative products that foster developmental growth and imaginative play. To generate loyalty and interest, and demonstrate their relevance as an Electronic Learning Products (ELP) leader, VTech challenged Coyne PR’s influencer relations team to drive online conversations and consumer reviews for their 2014 lineup.

Idea: Through the agency’s proprietary network of more than 3,500 bloggers, Coyne engaged top parent/lifestyle influencers with children in the key demographic range of six months to seven years. Orchestrating a year-long campaign, Coyne activated targeted influencers for nearly 50 product launches, giving them the exclusive opportunity to be among the first to try new offerings, including the Kidizoom® Smartwatch, VTech’s first kids’ interactive camera watch. They were encouraged to share their families’ experiences, manifesting in organic and unpaid content, including personal anecdotes, photos, and videos. Participants were also encouraged to post their reviews to key e-commerce websites (e.g. VTechKids.com, Amazon.com, ToysRUs.com).

Impact: The outreach garnered 83 million impressions with more than 800 blog and 30,000 social media posts for the year. The campaign also generated more than 1,500 e-commerce reviews on e-commerce sites during key timeframes such as Easter, back-to-school, and before the holiday shopping season. As an added value for the brand, VTech was able to repurpose blogger assets, such as photos and videos, on their social channels to further engage and highlight consumers.

A YEAR IN THE BLOGOSPHERE

Issue: With technology growing ever-more present in the lives of even the youngest of kids, VTech acknowledged the need to stand out with parents who were looking for innovative products that foster developmental growth and imaginative play. To generate loyalty and interest, and demonstrate their relevance as an Electronic Learning Products (ELP) leader, VTech challenged Coyne PR’s influencer relations team to drive online conversations and consumer reviews for their 2014 lineup.

Idea: Through the agency’s proprietary network of more than 3,500 bloggers, Coyne engaged top parent/lifestyle influencers with children in the key demographic range of six months to seven years. Orchestrating a year-long campaign, Coyne activated targeted influencers for nearly 50 product launches, giving them the exclusive opportunity to be among the first to try new offerings, including the Kidizoom® Smartwatch, VTech’s first kids’ interactive camera watch. They were encouraged to share their families’ experiences, manifesting in organic and unpaid content, including personal anecdotes, photos, and videos. Participants were also encouraged to post their reviews to key e-commerce websites (e.g. VTechKids.com, Amazon.com, ToysRUs.com).

Impact: The outreach garnered 83 million impressions with more than 800 blog and 30,000 social media posts for the year. The campaign also generated more than 1,500 e-commerce reviews on e-commerce sites during key timeframes such as Easter, back-to-school, and before the holiday shopping season. As an added value for the brand, VTech was able to repurpose blogger assets, such as photos and videos, on their social channels to further engage and highlight consumers.

Tara Smith

Issue: Award-winning U.K. celebrity hairstylist, Tara Smith, worked with Coyne to lead the stateside launch of her dynamic haircare brand and position it as the first high-performance, botanically-infused haircare range that is also vegan and free-from all harsh ingredients.

Idea:  To bring the look-good, feel-good Tara Smith brand to life in the U.S. market and drive key media and consumers to take notice, the Coyne team began an immersive launch campaign by creating an event at the London Hotel, which included a meet & greet and styling session with Tara, as well as a guided meditation and dream catcher making station to communicate the ethos of the brand. The multi-sensory event had the media buzzing as top tier beauty editors immersed their mind and body in the brand, while learning insider tips and trends from Tara. To continue to raise brand awareness and connect with consumers, Coyne developed a vlogger and blogger activation, securing over 30 top beauty influencers to share products with their fans and followers and provide product reviews and tutorials. Coyne continued to position Tara Smith as a top haircare expert in the U.S. by debuting Tara and the brand at NYFW SS2016 as the official hairstylist and hair sponsor for celebrity designer, Laurel Dewitt.

Impact: Coyne was able to spread the word with top media, influencers and consumers with Tara Smith featured as a “brand to watch” on websites like WWD.com, PeopleStyleWatch.com, TeenVogue.com, Parade.com, TotalBeauty.com, Star Magazine and People Magazine, to name a few – garnering more than 60 million impressions for the launch alone.  The Coyne team’s PR efforts also underpinned sales by directing traffic to TaraSmith.com and HSN.  The attention the brand received also helped to pique the interest of Blue Mercury, where Tara Smith is now sold. 

Launching a Dynamic Haircare Brand

Issue: Award-winning U.K. celebrity hairstylist, Tara Smith, worked with Coyne to lead the stateside launch of her dynamic haircare brand and position it as the first high-performance, botanically-infused haircare range that is also vegan and free-from all harsh ingredients.

Idea:  To bring the look-good, feel-good Tara Smith brand to life in the U.S. market and drive key media and consumers to take notice, the Coyne team began an immersive launch campaign by creating an event at the London Hotel, which included a meet & greet and styling session with Tara, as well as a guided meditation and dream catcher making station to communicate the ethos of the brand. The multi-sensory event had the media buzzing as top tier beauty editors immersed their mind and body in the brand, while learning insider tips and trends from Tara. To continue to raise brand awareness and connect with consumers, Coyne developed a vlogger and blogger activation, securing over 30 top beauty influencers to share products with their fans and followers and provide product reviews and tutorials. Coyne continued to position Tara Smith as a top haircare expert in the U.S. by debuting Tara and the brand at NYFW SS2016 as the official hairstylist and hair sponsor for celebrity designer, Laurel Dewitt.

Impact: Coyne was able to spread the word with top media, influencers and consumers with Tara Smith featured as a “brand to watch” on websites like WWD.com, PeopleStyleWatch.com, TeenVogue.com, Parade.com, TotalBeauty.com, Star Magazine and People Magazine, to name a few – garnering more than 60 million impressions for the launch alone.  The Coyne team’s PR efforts also underpinned sales by directing traffic to TaraSmith.com and HSN.  The attention the brand received also helped to pique the interest of Blue Mercury, where Tara Smith is now sold. 

Palmer's

Issue: Coyne PR was tasked with developing a star-worthy media campaign surrounding the latest celebrity to bare her pregnant bump for Palmer’s popular Cocoa Butter Formula stretch mark product ad campaign – Jennifer Love Hewitt!  

Idea: The Coyne PR team organized a two-day media blitz surrounding Jennifer Love Hewitt’s ad shoot with Palmer’s. Shot in a private mansion in Pacific Palisades, CA, Coyne took advantage of the shoot day by arranging interviews with the top broadcast and print outlets in the entertainment space – “Entertainment Tonight” and People – to chat with Hewitt behind-the-scenes of her belly-baring day. The team also hired an AP photographer to capture priceless, bump-baring shots throughout the shoot. The next morning, the top four AP images, along with a press release on Hewitt’s campaign with Palmer’s, were disseminated. Perched in a suite at the London Hotel in West Hollywood, a media day was arranged for Hewitt to talk about her shoot with Palmer’s the day prior. Top entertainment, parenting and beauty outlets from US Weekly to USAToday.com to Pregnancy & Newborn to Yahoo! Beauty talked with the star in person and by phone about her campaign and stretch mark-free belly, thanks to Palmer’s!

Impact: The results were immediate and impressive! Before the media day even kicked off on the West Coast, news and pictures from the shoot were already being reported by The Daily Mail, The Huffington Post and UsMagazine.com, just to name a few. By end of day, Jennifer Love Hewitt’s campaign with Palmer’s was headline news. So much so that she was the number one searched topic on Yahoo! for the day. The campaign has yielded more than 320 million media impressions to-date in top print, online and broadcast outlets.

Jennifer Love Hewitt Cast as Latest Palmer’s Spokes-belly!

Issue: Coyne PR was tasked with developing a star-worthy media campaign surrounding the latest celebrity to bare her pregnant bump for Palmer’s popular Cocoa Butter Formula stretch mark product ad campaign – Jennifer Love Hewitt!  

Idea: The Coyne PR team organized a two-day media blitz surrounding Jennifer Love Hewitt’s ad shoot with Palmer’s. Shot in a private mansion in Pacific Palisades, CA, Coyne took advantage of the shoot day by arranging interviews with the top broadcast and print outlets in the entertainment space – “Entertainment Tonight” and People – to chat with Hewitt behind-the-scenes of her belly-baring day. The team also hired an AP photographer to capture priceless, bump-baring shots throughout the shoot. The next morning, the top four AP images, along with a press release on Hewitt’s campaign with Palmer’s, were disseminated. Perched in a suite at the London Hotel in West Hollywood, a media day was arranged for Hewitt to talk about her shoot with Palmer’s the day prior. Top entertainment, parenting and beauty outlets from US Weekly to USAToday.com to Pregnancy & Newborn to Yahoo! Beauty talked with the star in person and by phone about her campaign and stretch mark-free belly, thanks to Palmer’s!

Impact: The results were immediate and impressive! Before the media day even kicked off on the West Coast, news and pictures from the shoot were already being reported by The Daily Mail, The Huffington Post and UsMagazine.com, just to name a few. By end of day, Jennifer Love Hewitt’s campaign with Palmer’s was headline news. So much so that she was the number one searched topic on Yahoo! for the day. The campaign has yielded more than 320 million media impressions to-date in top print, online and broadcast outlets.

Reading Rainbow

Issue: Reading Rainbow challenged Coyne PR not only to generate awareness for LeVar Burton’s role as the keynote speaker during the 2016 National Title I Conference, but also to create buzz for the upcoming launch of Skybrary School, a supplemental multimedia resource for students and their educators in grades K-3. The catch? The conference is not typically attended or covered by the media.

Idea: Knowing the Title I Conference is not a media draw, the Coyne PR team decided to execute a media campaign in advance of the show to line-up media opportunities. Key education trades and local Houston media were offered the opportunity to interview LeVar about his keynote speech and Skybrary School. 

Impact: Coyne PR secured pre-conference interviews for LeVar with Education Week Teacher and School Library Journal, in-studio interviews with Houston television stations, KHOU-TV (CBS) and KRIV-TV (FOX), as well as on-site interviews with KTRK-TV (ABC) and Edutopia.org. Overall, the campaign generated more than half a million impressions and resulted in the most press Reading Rainbow has received in a single day since 2014.

LeVar Burton Keynotes Title I Conference

Issue: Reading Rainbow challenged Coyne PR not only to generate awareness for LeVar Burton’s role as the keynote speaker during the 2016 National Title I Conference, but also to create buzz for the upcoming launch of Skybrary School, a supplemental multimedia resource for students and their educators in grades K-3. The catch? The conference is not typically attended or covered by the media.

Idea: Knowing the Title I Conference is not a media draw, the Coyne PR team decided to execute a media campaign in advance of the show to line-up media opportunities. Key education trades and local Houston media were offered the opportunity to interview LeVar about his keynote speech and Skybrary School. 

Impact: Coyne PR secured pre-conference interviews for LeVar with Education Week Teacher and School Library Journal, in-studio interviews with Houston television stations, KHOU-TV (CBS) and KRIV-TV (FOX), as well as on-site interviews with KTRK-TV (ABC) and Edutopia.org. Overall, the campaign generated more than half a million impressions and resulted in the most press Reading Rainbow has received in a single day since 2014.

Timberland

Issue: Timberland challenged Coyne to launch and celebrate the Fall 2015 “Made for the Modern Trail” campaign in a way that would not only differentiate the brand, but position Timberland as a true player in the style and fashion space while generating excitement and media coverage for the brand. 

Idea: Coyne launched Timberland’s ad campaign and fall collection in the heart of Chelsea’s Historical Art District in Manhattan with a completely immersive, digital brand experience for media and influencers. With partners that embody the essence of the brand, Timberland showcased its fall footwear and apparel collections in a truly unique way and introduced guests to the brand’s new direction. The launch event featured a first look at the Modern Trail Collections with a live fashion presentation utilizing fashion bloggers and influencers as models.  Celebrity stylist Samantha McMillen as well as brand ambassador Jamie N Commons curated the looks. In addition to the fashion show and live music, guests experienced Timberland’s rugged and refined brand ethos and lifestyle through immersive activations with artisan leather crafter Alfred Stadler, who crafted handmade leather goods for guests. The crowd enjoyed themed catering and handcrafted cocktails from beverage sponsors Brooklyn Brewery, Jim Beam and Knob Creek.

Impact: The “Made for the Modern Trail” launch event was attended by 550+ media members, influencers and brand partners including editors from GQ, Esquire, Cosmopolitan, Marie Claire, Men’s Fitness, Men’s Health, Redbook, People’s Style Watch and more. Media coverage from the event resulted in 115 Million impressions, with featured placements in Yahoo News, Zimbio, Footwear News, and Celebuzz. Additionally, social media was buzzing with the hashtag #ModernTrail, resulting in over 2 million estimated impressions surrounding the event. Celebrities and influencers including Ireland Baldwin, middleweight boxer Peter “Kid Chocolate” Quillin, Black Thought from the GRAMMY winning iconic group The ROOTS, rapper Saigon and prominent women’s style blogger Christina Zayas were all spotted checking out the new fall Timberland offerings!

Made for the Modern Trail

Issue: Timberland challenged Coyne to launch and celebrate the Fall 2015 “Made for the Modern Trail” campaign in a way that would not only differentiate the brand, but position Timberland as a true player in the style and fashion space while generating excitement and media coverage for the brand. 

Idea: Coyne launched Timberland’s ad campaign and fall collection in the heart of Chelsea’s Historical Art District in Manhattan with a completely immersive, digital brand experience for media and influencers. With partners that embody the essence of the brand, Timberland showcased its fall footwear and apparel collections in a truly unique way and introduced guests to the brand’s new direction. The launch event featured a first look at the Modern Trail Collections with a live fashion presentation utilizing fashion bloggers and influencers as models.  Celebrity stylist Samantha McMillen as well as brand ambassador Jamie N Commons curated the looks. In addition to the fashion show and live music, guests experienced Timberland’s rugged and refined brand ethos and lifestyle through immersive activations with artisan leather crafter Alfred Stadler, who crafted handmade leather goods for guests. The crowd enjoyed themed catering and handcrafted cocktails from beverage sponsors Brooklyn Brewery, Jim Beam and Knob Creek.

Impact: The “Made for the Modern Trail” launch event was attended by 550+ media members, influencers and brand partners including editors from GQ, Esquire, Cosmopolitan, Marie Claire, Men’s Fitness, Men’s Health, Redbook, People’s Style Watch and more. Media coverage from the event resulted in 115 Million impressions, with featured placements in Yahoo News, Zimbio, Footwear News, and Celebuzz. Additionally, social media was buzzing with the hashtag #ModernTrail, resulting in over 2 million estimated impressions surrounding the event. Celebrities and influencers including Ireland Baldwin, middleweight boxer Peter “Kid Chocolate” Quillin, Black Thought from the GRAMMY winning iconic group The ROOTS, rapper Saigon and prominent women’s style blogger Christina Zayas were all spotted checking out the new fall Timberland offerings!

Timberland

Issue: With the focus on the menswear industry exploding, Coyne worked to position Timberland as a major style player during the second-ever New York Fashion Week: Men’s. The week-long event is normally reserved for high-fashion designer brands to showcase their upcoming seasonal clothing collections, traditionally drawing the focus away from less fashion-centric brands. Coyne was tasked with developing and executing an event that generated industry buzz, drove social media conversation and provided the opportunity to expand relationships with top menswear publications during a key week for the industry.

Idea: Coyne executed a styling suite at The High Line Hotel, a rustic, on-brand NYC location not far from where a majority of fashion week shows occurred. Coyne showcased the brand’s Spring 2016 collections in an intimate setting and partnered with top-tier menswear celebrity stylist Danielle Nachmani to provide attendees with styling tips and industry trend insight, a move that truly cemented the brand’s place in the style space. The suite also provided editors with gifted Timberland product, creating a direct tie-in to the stylish versatility of the brand’s collections.

Impact: During an exceptionally busy week packed with dozens of fashion shows, Coyne secured attendance from more than 60 key industry editors, writers and bloggers. Key attendees included editors and writers from top-tier outlets like GQ, Esquire, Maxim and Men’s Health.  Several attendees shared photos on social media of the styling suite and their gifted product, driving the social media conversation and resulting in more than 350,000 impressions across two days. As a result of the event, Coyne received media and product requests from outlets like Esquire and Esquire.com, with Esquire.com specifically interviewing Danielle Nachmani for a dedicated brand feature!

#NYFWM Styling Suite

Issue: With the focus on the menswear industry exploding, Coyne worked to position Timberland as a major style player during the second-ever New York Fashion Week: Men’s. The week-long event is normally reserved for high-fashion designer brands to showcase their upcoming seasonal clothing collections, traditionally drawing the focus away from less fashion-centric brands. Coyne was tasked with developing and executing an event that generated industry buzz, drove social media conversation and provided the opportunity to expand relationships with top menswear publications during a key week for the industry.

Idea: Coyne executed a styling suite at The High Line Hotel, a rustic, on-brand NYC location not far from where a majority of fashion week shows occurred. Coyne showcased the brand’s Spring 2016 collections in an intimate setting and partnered with top-tier menswear celebrity stylist Danielle Nachmani to provide attendees with styling tips and industry trend insight, a move that truly cemented the brand’s place in the style space. The suite also provided editors with gifted Timberland product, creating a direct tie-in to the stylish versatility of the brand’s collections.

Impact: During an exceptionally busy week packed with dozens of fashion shows, Coyne secured attendance from more than 60 key industry editors, writers and bloggers. Key attendees included editors and writers from top-tier outlets like GQ, Esquire, Maxim and Men’s Health.  Several attendees shared photos on social media of the styling suite and their gifted product, driving the social media conversation and resulting in more than 350,000 impressions across two days. As a result of the event, Coyne received media and product requests from outlets like Esquire and Esquire.com, with Esquire.com specifically interviewing Danielle Nachmani for a dedicated brand feature!

Motel 6

Issue: Keeping the light on since 1962, Motel 6 came to Coyne to aid in changing the perception of the brand and broaden awareness amongst millennial travelers.

Idea: Coyne developed a social media strategy and approach to amplify the #ThrillsNotFrills message which focuses on those who travel for experiences and not amenities. After re-establishing the brand voice across Facebook, Twitter and Instagram, Coyne created the 6 FROM 6 content series to deliver “Top 6” lists for budget friendly and off the beaten path travel options.  This content helped fuel travel inspiration, provide tips and encourage travel hacks.

Impact: Coyne increased engagement 31% and generated 5x more clicks to view content on the Motel 6 social platforms. Through this, Coyne was also able to enhance the brands connection to millennial travelers through the collection and distribution of user generated content across the Motel 6 social platforms. Inserting the brand into more positive consumer conversations through social listening and generating surprise and delight opportunities to reward consumers for their engagement with the brand has proven to be a success as well.

#ThrillsNotFrills

Issue: Keeping the light on since 1962, Motel 6 came to Coyne to aid in changing the perception of the brand and broaden awareness amongst millennial travelers.

Idea: Coyne developed a social media strategy and approach to amplify the #ThrillsNotFrills message which focuses on those who travel for experiences and not amenities. After re-establishing the brand voice across Facebook, Twitter and Instagram, Coyne created the 6 FROM 6 content series to deliver “Top 6” lists for budget friendly and off the beaten path travel options.  This content helped fuel travel inspiration, provide tips and encourage travel hacks.

Impact: Coyne increased engagement 31% and generated 5x more clicks to view content on the Motel 6 social platforms. Through this, Coyne was also able to enhance the brands connection to millennial travelers through the collection and distribution of user generated content across the Motel 6 social platforms. Inserting the brand into more positive consumer conversations through social listening and generating surprise and delight opportunities to reward consumers for their engagement with the brand has proven to be a success as well.

PEEPS & COMPANY

Issue: PEEPS & COMPANY® was looking to sweeten sales beyond Easter by highlighting its spooky seasonal treats non-candy items such as plush toys.

Idea: Consumer research revealed that 92% of purchases are made based on blogger recommendations, and 30% of shoppers have purchased candy online. The TRICK-OR-PEEPS campaign strategy focused heavily on earned conversation from lifestyle influencers and original user-generate content highlighting recipes, crafts and treat-toppers as alternative uses to expand consideration and context. The content was leveraged through PEEPS social channels, and each of the influencers was provided an exclusive trackable discount code to share with their readers/followers across their personal social media ecosystem.

Impact: Nearly 70 online lifestyle influencers created and shared PEEPS & COMPANY® content through more than 1,600 blog and social media posts. The conversation generated more than 9.1 million total impressions in just over one month leading up to Halloween. The program contributed to a 24% increase in online sales YOY and generated more than one third of sales generated from coupons during the month of October.

HALLOWEEN TRICK-OR-PEEPS

Issue: PEEPS & COMPANY® was looking to sweeten sales beyond Easter by highlighting its spooky seasonal treats non-candy items such as plush toys.

Idea: Consumer research revealed that 92% of purchases are made based on blogger recommendations, and 30% of shoppers have purchased candy online. The TRICK-OR-PEEPS campaign strategy focused heavily on earned conversation from lifestyle influencers and original user-generate content highlighting recipes, crafts and treat-toppers as alternative uses to expand consideration and context. The content was leveraged through PEEPS social channels, and each of the influencers was provided an exclusive trackable discount code to share with their readers/followers across their personal social media ecosystem.

Impact: Nearly 70 online lifestyle influencers created and shared PEEPS & COMPANY® content through more than 1,600 blog and social media posts. The conversation generated more than 9.1 million total impressions in just over one month leading up to Halloween. The program contributed to a 24% increase in online sales YOY and generated more than one third of sales generated from coupons during the month of October.

Humana

Issue: Lack of access to adequate resources often makes integrating back into civilian life a significant hurdle for the 21.8 million US veterans. As part of its long-standing commitment to America’s veterans and their families, Humana partnered with the Wounded Warriors Amputee Football Team (WWAFT) to sponsor a series of charity flag football games, titled “Tribute to Heroes, A Game of Honor.”  WWAFT players competed against former NFL players from the Dallas Cowboys, Tampa Bay Buccaneers, Philadelphia Eagles and Green Bay Packers, and Humana enlisted the help of Coyne PR to raise awareness of Humana’s sponsorship of the events.

Idea: To draw media buzz for games occurring in five markets – New York, Tampa, San Antonio, Phoenix and Dallas – the team conducted aggressive pre-game, day-of and post-event media outreach. In the weeks leading up to the games, the team offered interviews with WWAFT members, who shared their inspiring stories with the community, and Humana spokespeople. In New York and Phoenix, where the Wounded Warrior games preceded the 2014 and 2015 Super Bowls, the team conducted Radio Row media tours with Wounded Warrior spokesperson, Super Bowl champion and decorated Vietnam veteran Rocky Bleier, who discussed Humana’s year-round commitment to veterans.

Impact: Media and nearly 24,000 supporters flocked to all five Humana-sponsored games. The games exceeded expectations for media placements, attendance and donations to the WWAFT and veterans charitable groups, with nearly half a million dollars raised over three years. Humana and Coyne PR, in conjunction with the Wounded Warrior Amputee Football Team, secured 198 placements and 24.6 million impressions, the majority of which contained Humana messaging or branding. Notable placements include FOX Sports, NBC Nightly News with Brian Williams, MSNBC, ESPN and SI.com. 

Humana Touches Down with Wounded Warrior Amputee Football Team

Issue: Lack of access to adequate resources often makes integrating back into civilian life a significant hurdle for the 21.8 million US veterans. As part of its long-standing commitment to America’s veterans and their families, Humana partnered with the Wounded Warriors Amputee Football Team (WWAFT) to sponsor a series of charity flag football games, titled “Tribute to Heroes, A Game of Honor.”  WWAFT players competed against former NFL players from the Dallas Cowboys, Tampa Bay Buccaneers, Philadelphia Eagles and Green Bay Packers, and Humana enlisted the help of Coyne PR to raise awareness of Humana’s sponsorship of the events.

Idea: To draw media buzz for games occurring in five markets – New York, Tampa, San Antonio, Phoenix and Dallas – the team conducted aggressive pre-game, day-of and post-event media outreach. In the weeks leading up to the games, the team offered interviews with WWAFT members, who shared their inspiring stories with the community, and Humana spokespeople. In New York and Phoenix, where the Wounded Warrior games preceded the 2014 and 2015 Super Bowls, the team conducted Radio Row media tours with Wounded Warrior spokesperson, Super Bowl champion and decorated Vietnam veteran Rocky Bleier, who discussed Humana’s year-round commitment to veterans.

Impact: Media and nearly 24,000 supporters flocked to all five Humana-sponsored games. The games exceeded expectations for media placements, attendance and donations to the WWAFT and veterans charitable groups, with nearly half a million dollars raised over three years. Humana and Coyne PR, in conjunction with the Wounded Warrior Amputee Football Team, secured 198 placements and 24.6 million impressions, the majority of which contained Humana messaging or branding. Notable placements include FOX Sports, NBC Nightly News with Brian Williams, MSNBC, ESPN and SI.com. 

Walt Disney World

Issue: Walt Disney World turned to Coyne PR to develop a strategic campaign that would accentuate the positive aspects of its new ticket plan, while diverting from the negative – the largest single-day ticket price increase since 1989.

Idea: Coyne PR delivered a controlled messaged on announcement day with an eye catching media moment to yield coverage in key travel outlets during key booking season. A professional card-stacker was enlisted to build a Guinness World Record replica of the Cinderella Castle made entirely of Walt Disney World park tickets in conjunction with the new ticket plan.

Impact: An advance print exclusive with the Associated Press led the nationwide, balanced story/announcement. More than 1,000 radio and television segments reached an audience of nearly 40 million while 123 print articles resulted in more than 82 million views. 

Magic Your Way

Issue: Walt Disney World turned to Coyne PR to develop a strategic campaign that would accentuate the positive aspects of its new ticket plan, while diverting from the negative – the largest single-day ticket price increase since 1989.

Idea: Coyne PR delivered a controlled messaged on announcement day with an eye catching media moment to yield coverage in key travel outlets during key booking season. A professional card-stacker was enlisted to build a Guinness World Record replica of the Cinderella Castle made entirely of Walt Disney World park tickets in conjunction with the new ticket plan.

Impact: An advance print exclusive with the Associated Press led the nationwide, balanced story/announcement. More than 1,000 radio and television segments reached an audience of nearly 40 million while 123 print articles resulted in more than 82 million views. 

Christopher and Dana Reeve Foundation

Issue: The CDRF charged Coyne PR with generating widespread media coverage for a new study that supports their mission to cure spinal cord injuries. The research, which was published in the April 8th issue of medical journal Brain, found that four young men who have been paralyzed for years, achieved groundbreaking progress – moving their legs – as a result of epidural electrical stimulation of the spinal cord. The epidural stimulation process mimics signals the brain normally transmits to initiate movement and re-engages the spinal cord with its neural network to control and direct muscle movements.

Idea: Working with researchers at the University of Louisville, UCLA, National Institutes of Health and the Pavlov Institute of Physiology, Coyne PR executed a campaign that not only generated international media, but also provided hope to the nearly six million people living with paralysis.

Impact: Coverage highlights to date include: front page of USA Today, the Associated Press, Reuters, The Wall Street Journal, LA Times, TODAY, CNN, World News Tonight, NCB Nightly News, CBS Evening News, NPR, Time Magazine, HealthDay, MedPage Today, WebMD, Mashable, PSFK, AOL.com, New Scientist; international press such as BBC, The Daily Mail and La Monde, a French newspaper; stories featured on the homepage of leading sites including MSN, Google News, CNN, Yahoo! News and MedPage Today; and extensive social media pick-up, including USA Today’s Facebook post on the study being shared more than 1,000 times! As a result of the extensive media, the University of Louisville was flooded with inquiries from those living with paralysis on how they, too, could receive epidural stimulation, and the number of visitors to the Reeve Foundation’s website, ChristopherReeve.org, more than doubled on the day of the launch.

Sparking a Movement for Paralysis

Issue: The CDRF charged Coyne PR with generating widespread media coverage for a new study that supports their mission to cure spinal cord injuries. The research, which was published in the April 8th issue of medical journal Brain, found that four young men who have been paralyzed for years, achieved groundbreaking progress – moving their legs – as a result of epidural electrical stimulation of the spinal cord. The epidural stimulation process mimics signals the brain normally transmits to initiate movement and re-engages the spinal cord with its neural network to control and direct muscle movements.

Idea: Working with researchers at the University of Louisville, UCLA, National Institutes of Health and the Pavlov Institute of Physiology, Coyne PR executed a campaign that not only generated international media, but also provided hope to the nearly six million people living with paralysis.

Impact: Coverage highlights to date include: front page of USA Today, the Associated Press, Reuters, The Wall Street Journal, LA Times, TODAY, CNN, World News Tonight, NCB Nightly News, CBS Evening News, NPR, Time Magazine, HealthDay, MedPage Today, WebMD, Mashable, PSFK, AOL.com, New Scientist; international press such as BBC, The Daily Mail and La Monde, a French newspaper; stories featured on the homepage of leading sites including MSN, Google News, CNN, Yahoo! News and MedPage Today; and extensive social media pick-up, including USA Today’s Facebook post on the study being shared more than 1,000 times! As a result of the extensive media, the University of Louisville was flooded with inquiries from those living with paralysis on how they, too, could receive epidural stimulation, and the number of visitors to the Reeve Foundation’s website, ChristopherReeve.org, more than doubled on the day of the launch.

Pennzoil

Issue: The motor oil category is a crowded, competitive space that is hard to differentiate within. Consumers often fall into a habit of commoditizing the category because of the inability to create brand and product separation. On the verge of launching a truly revolutionary motor oil, Pennzoil Platinum with PurePlus Technology, Coyne looked to reach a new audience by making a huge splash with an unexpected audience that would drive credibility in Pennzoil as a technologically advanced organization with cutting-edge products.

Idea: There is no event more synonymous with thought leadership, technology and innovation, than SXSW. Coyne targeted this event to elevate the product and its technology through a one-of-a-kind event to engage influencers and consumers that the Pennzoil brand has never connected with before. To capture the attention of the highly connected SXSW audience, Pennzoil partnered with Nintendo and recreated a racing property with a cult following – Mario Kart. Mario Karting Reimagined actually put SXSW attendees behind the wheel of a super-powered, co-branded Pennzoil/Mario Kart go-kart. For drivers to gain an edge during the on-track experience, participants had to collect Pennzoil Complete Protection icons which tied the activation directly back to product messaging; an unexpected activation to communicate the product technology and innovation. Key to activation onsite at SXSW was an idea that generated buzz with endemic national press to facilitate the brand’s transition to a more technologically-savvy space.

Impact: Participants walked away with a personal link to their Mario Karting Reimagined experience for sharing on social media, offering a helmet camera view and driving thousands of shares and likes with brand messaging built into each video. Coyne arranged for 100+ media to participate and generated one billion impressions, helping Pennzoil achieve more than a 40 percent lift in sales year-over-year in a low interest, declining category.

Breaking New Ground at SXSW!

Issue: The motor oil category is a crowded, competitive space that is hard to differentiate within. Consumers often fall into a habit of commoditizing the category because of the inability to create brand and product separation. On the verge of launching a truly revolutionary motor oil, Pennzoil Platinum with PurePlus Technology, Coyne looked to reach a new audience by making a huge splash with an unexpected audience that would drive credibility in Pennzoil as a technologically advanced organization with cutting-edge products.

Idea: There is no event more synonymous with thought leadership, technology and innovation, than SXSW. Coyne targeted this event to elevate the product and its technology through a one-of-a-kind event to engage influencers and consumers that the Pennzoil brand has never connected with before. To capture the attention of the highly connected SXSW audience, Pennzoil partnered with Nintendo and recreated a racing property with a cult following – Mario Kart. Mario Karting Reimagined actually put SXSW attendees behind the wheel of a super-powered, co-branded Pennzoil/Mario Kart go-kart. For drivers to gain an edge during the on-track experience, participants had to collect Pennzoil Complete Protection icons which tied the activation directly back to product messaging; an unexpected activation to communicate the product technology and innovation. Key to activation onsite at SXSW was an idea that generated buzz with endemic national press to facilitate the brand’s transition to a more technologically-savvy space.

Impact: Participants walked away with a personal link to their Mario Karting Reimagined experience for sharing on social media, offering a helmet camera view and driving thousands of shares and likes with brand messaging built into each video. Coyne arranged for 100+ media to participate and generated one billion impressions, helping Pennzoil achieve more than a 40 percent lift in sales year-over-year in a low interest, declining category.

Christopher & Dana Reeve Foundation

Issue: Paralysis caused by spinal cord injury (SCI) is a life-altering injury with complications that can be both difficult to relay, and difficult to encourage an audience to relate to. The Christopher & Dana Reeve Foundation sought to educate the public about SCI and create a sense of urgency at a time when the community was on the verge of a major scientific and medical breakthrough.

Idea:  Coyne used a truly integrated approach to make the condition matter, bridging the gap between medicine and emotion and bringing to life a compelling story encouraged donor support of an SCI research breakthrough. Digital, social, and traditional PR channels worked together to spread a message of hope and urgency, seeding components of key stories and messaging to ultimately drive traffic to ReeveBigIdea.org for donation conversion.

Impact: The integrated approach is a major success, telling a comprehensive story that has taken media coverage and social buzz to an all-time high for the organization. Of particular note, the campaign’s Twitter support featured celebrities including Jerry Seinfeld, Barbara Walters and Kevin Spacey increasing reach and directing followers to ReeveBigIdea.org.

Highly engaged users continue to interact with the experiential, informative and rich website content and pledge their dollars to the cause, joining the Reeve communications database and community in the process. The Big Idea campaign has so far raised more than $8 million.

The Big Idea

Issue: Paralysis caused by spinal cord injury (SCI) is a life-altering injury with complications that can be both difficult to relay, and difficult to encourage an audience to relate to. The Christopher & Dana Reeve Foundation sought to educate the public about SCI and create a sense of urgency at a time when the community was on the verge of a major scientific and medical breakthrough.

Idea:  Coyne used a truly integrated approach to make the condition matter, bridging the gap between medicine and emotion and bringing to life a compelling story encouraged donor support of an SCI research breakthrough. Digital, social, and traditional PR channels worked together to spread a message of hope and urgency, seeding components of key stories and messaging to ultimately drive traffic to ReeveBigIdea.org for donation conversion.

Impact: The integrated approach is a major success, telling a comprehensive story that has taken media coverage and social buzz to an all-time high for the organization. Of particular note, the campaign’s Twitter support featured celebrities including Jerry Seinfeld, Barbara Walters and Kevin Spacey increasing reach and directing followers to ReeveBigIdea.org.

Highly engaged users continue to interact with the experiential, informative and rich website content and pledge their dollars to the cause, joining the Reeve communications database and community in the process. The Big Idea campaign has so far raised more than $8 million.

Bimbo Bakeries

Issue: In a category that has been feeling the heat of fad diet trends for years - from Atkins to gluten-free - Bimbo Bakeries USA (parent company of Arnold, Brownberry, and Oroweat brands) wanted a campaign that focused attention on the goodness of whole grains and called upon Coyne to lead the charge.

Idea: With the sandwich leading the way as the number one usage for sliced bread, Coyne PR developed an integrated communications campaign that included digital, PR, social and in-store support with the sandwich and whole grains nutrition at its core by ‘Celebrating America’s Better Sandwiches.’

Impact: Coyne employed a sandwich board of experts including celebrity chefs and registered dieticians to drive consumer engagement by not only communicating the benefits of whole grains found in Arnold, Brownberry and Oroweat breads, but by driving them to purchase the product to create better sandwiches of their own.  In year one, the campaign generated nearly 500 million media impressions and was so successful, the campaign is currently in its second year and will be even bigger as we look to culminate on National Sandwich Day (November 3). 

America's Better Sandwich

Issue: In a category that has been feeling the heat of fad diet trends for years - from Atkins to gluten-free - Bimbo Bakeries USA (parent company of Arnold, Brownberry, and Oroweat brands) wanted a campaign that focused attention on the goodness of whole grains and called upon Coyne to lead the charge.

Idea: With the sandwich leading the way as the number one usage for sliced bread, Coyne PR developed an integrated communications campaign that included digital, PR, social and in-store support with the sandwich and whole grains nutrition at its core by ‘Celebrating America’s Better Sandwiches.’

Impact: Coyne employed a sandwich board of experts including celebrity chefs and registered dieticians to drive consumer engagement by not only communicating the benefits of whole grains found in Arnold, Brownberry and Oroweat breads, but by driving them to purchase the product to create better sandwiches of their own.  In year one, the campaign generated nearly 500 million media impressions and was so successful, the campaign is currently in its second year and will be even bigger as we look to culminate on National Sandwich Day (November 3). 

hard rock international

Issue: For the past 12 years, Coyne has served as the agency of record for Hard Rock International. Hard Rock continues to challenge Coyne with managing its brand image, from crisis communications, to new openings around the world, to traffic-stopping events.

Idea: With 170+ properties worldwide, Coyne oversees all public relations and social media strategy, campaigns, creative and execution. The agency manages global strategy and oversees Hard Rock’s local agencies worldwide from global campaigns including Sing for Your Supper, World Burger Tour and Hard Rock Calling; to hundreds of local events, new cafe openings business media relations and social media community management, and crisis and issues management.

Impact: Coyne delivers billions of consumer impressions for the brand across the globe, creates efficiencies in creative, production and execution, and continues to be a valued partner for the world-famous brand.

Agency of Record

Issue: For the past 12 years, Coyne has served as the agency of record for Hard Rock International. Hard Rock continues to challenge Coyne with managing its brand image, from crisis communications, to new openings around the world, to traffic-stopping events.

Idea: With 170+ properties worldwide, Coyne oversees all public relations and social media strategy, campaigns, creative and execution. The agency manages global strategy and oversees Hard Rock’s local agencies worldwide from global campaigns including Sing for Your Supper, World Burger Tour and Hard Rock Calling; to hundreds of local events, new cafe openings business media relations and social media community management, and crisis and issues management.

Impact: Coyne delivers billions of consumer impressions for the brand across the globe, creates efficiencies in creative, production and execution, and continues to be a valued partner for the world-famous brand.

Red Robin Gourmet Burgers

Issue: Red Robin Gourmet Burgers, one of America’s top casual dining chains, turned to Coyne PR to help transform and re-energize the brand, generating buzz for its fun and innovative burgers with a broader audience, inclusive of families and young adults.

Idea: Geared to adults, but mindful of families, the team developed a plan inclusive of fun-filled events, celebrity-based programs and strategic media outreach.  To launch Red Robin’s burgers featuring the Ghost Pepper, the hottest chili pepper in the world, Coyne specifically targeted men’s outlets and blogs focusing on spicy foods, and capitalized on the 10th anniversary of Red Robin’s listing on NASDAQ to secure business press for Red Robin CEO Steve Carley, during which he mentioned the new burger styles. After learning of San Francisco 49ers’ quarterback Colin Kaepernick’s love of Red Robin in a Daily News article, Coyne PR took out a half page ad in the San Francisco Chronicle for an open letter containing an offer of a lifetime — free Red Robin for life if Kaepernick won the Super Bowl. 

Impact: These two campaigns alone generated more than 139 million media impressions. The launch of the Fiery Ghost and the Cry Baby burger styles was the most successful in Red Robin history; media placements in mainstream outlets, business press and blogs helped drive up restaurant traffic by nearly five percent. 

Reengergizing the Brand

Issue: Red Robin Gourmet Burgers, one of America’s top casual dining chains, turned to Coyne PR to help transform and re-energize the brand, generating buzz for its fun and innovative burgers with a broader audience, inclusive of families and young adults.

Idea: Geared to adults, but mindful of families, the team developed a plan inclusive of fun-filled events, celebrity-based programs and strategic media outreach.  To launch Red Robin’s burgers featuring the Ghost Pepper, the hottest chili pepper in the world, Coyne specifically targeted men’s outlets and blogs focusing on spicy foods, and capitalized on the 10th anniversary of Red Robin’s listing on NASDAQ to secure business press for Red Robin CEO Steve Carley, during which he mentioned the new burger styles. After learning of San Francisco 49ers’ quarterback Colin Kaepernick’s love of Red Robin in a Daily News article, Coyne PR took out a half page ad in the San Francisco Chronicle for an open letter containing an offer of a lifetime — free Red Robin for life if Kaepernick won the Super Bowl. 

Impact: These two campaigns alone generated more than 139 million media impressions. The launch of the Fiery Ghost and the Cry Baby burger styles was the most successful in Red Robin history; media placements in mainstream outlets, business press and blogs helped drive up restaurant traffic by nearly five percent. 

Newman's Own

Issue:  Newman’s Own came to Coyne with a unique challenge – how to get people talking about their signature product (salad dressing) quickly, in an authentic manner, while also delivering the crucial “all profits to charity” message that is fundamental to the company.

Idea: Coyne developed Greens for Good, the brand’s first ever recipe contest that rewarded one Grand Prize Winner with $35,000 – to be given in their name to the charity of their choice! The contest leveraged Facebook organic and paid media to generate recipe entries as well as consumer votes while spreading the “all profits to charity” message. With integrated support from PR and influencer relations, Coyne recommended the brand partner with acclaimed chef/”Top Chef” Judge Hugh Acheson as well as lifestyle bloggers such as Recipe Girl and A Spicy Perspective to create additional photo and video content promoting Newman’s Own salad dressing and the Greens For Good contest on social media.

Impact: Coyne generated nearly 70 million media impressions, including the Boston Globe, NPR and 30+ SMT broadcast segments, over 18 million Facebook impressions and more than 220,000 consumers visited the Greens For Good contest page to enter their recipe or vote for their favorite finalist. Additionally, influencers generated over 17 million impressions through blogs and social media posts, including an organic pick up in BuzzFeed Life.

Toss It. Dress It. Give It. Newman's Own Salad Dressing

Issue:  Newman’s Own came to Coyne with a unique challenge – how to get people talking about their signature product (salad dressing) quickly, in an authentic manner, while also delivering the crucial “all profits to charity” message that is fundamental to the company.

Idea: Coyne developed Greens for Good, the brand’s first ever recipe contest that rewarded one Grand Prize Winner with $35,000 – to be given in their name to the charity of their choice! The contest leveraged Facebook organic and paid media to generate recipe entries as well as consumer votes while spreading the “all profits to charity” message. With integrated support from PR and influencer relations, Coyne recommended the brand partner with acclaimed chef/”Top Chef” Judge Hugh Acheson as well as lifestyle bloggers such as Recipe Girl and A Spicy Perspective to create additional photo and video content promoting Newman’s Own salad dressing and the Greens For Good contest on social media.

Impact: Coyne generated nearly 70 million media impressions, including the Boston Globe, NPR and 30+ SMT broadcast segments, over 18 million Facebook impressions and more than 220,000 consumers visited the Greens For Good contest page to enter their recipe or vote for their favorite finalist. Additionally, influencers generated over 17 million impressions through blogs and social media posts, including an organic pick up in BuzzFeed Life.

Breastcancer.org

Issue: Breastcancer.org operates in a highly competitive category national breast cancer advocacy organizations, regional breast cancer initiatives, local grassroots support groups and charities, each looking to enhance and grow their brand reputation ­ specifically during breast cancer awareness month. In recent years, ‘pink products’ have been garnering more attention during October. In 2011, fashion designer and trend leader, Chan Luu generously offered to design special edition bracelets for Breastcancer.org, Coyne was challenged with generating media and buzz each year on the partnership and the new line of bracelets.

Idea: Coyne focused on the fact that Chan Luu donated 50 percent of all sales from the Breastcancer.org line back to organization’s Think Pink, Live Green initiative. The Think Pink, Live Green global breast cancer prevention initiative focused on educating millions of women on breast cancer risk reduction. The partnership with Chan Luu enabled Coyne to further push out the message on Think Pink, Live Green educating thousands of women about being more careful about what they eat, drink, breathe, take, and use from the kitchen, pantry, cleaning shelf, and medicine chest.  

Furthermore, helping women better manage weight, exercise and stress. Many of these factors affect how the outside environment impacts the inside environment within a woman's body.

Impact: Since 2011, Chan Luu has donated over $400,000 to Breastcancer.org enabling the organization to reach more than 300,000 women and girls with Think Pink, Live Green materials. Coyne’s media outreach efforts generated millions of media impressions, stemming from placements in People StyleWatch, Health Magazine, Ladies’ Home Journal, Huffington Post, Shape, Ser Padres and Parents.

Breastcancer.org Partners with Chan Luu

Issue: Breastcancer.org operates in a highly competitive category national breast cancer advocacy organizations, regional breast cancer initiatives, local grassroots support groups and charities, each looking to enhance and grow their brand reputation ­ specifically during breast cancer awareness month. In recent years, ‘pink products’ have been garnering more attention during October. In 2011, fashion designer and trend leader, Chan Luu generously offered to design special edition bracelets for Breastcancer.org, Coyne was challenged with generating media and buzz each year on the partnership and the new line of bracelets.

Idea: Coyne focused on the fact that Chan Luu donated 50 percent of all sales from the Breastcancer.org line back to organization’s Think Pink, Live Green initiative. The Think Pink, Live Green global breast cancer prevention initiative focused on educating millions of women on breast cancer risk reduction. The partnership with Chan Luu enabled Coyne to further push out the message on Think Pink, Live Green educating thousands of women about being more careful about what they eat, drink, breathe, take, and use from the kitchen, pantry, cleaning shelf, and medicine chest.  

Furthermore, helping women better manage weight, exercise and stress. Many of these factors affect how the outside environment impacts the inside environment within a woman's body.

Impact: Since 2011, Chan Luu has donated over $400,000 to Breastcancer.org enabling the organization to reach more than 300,000 women and girls with Think Pink, Live Green materials. Coyne’s media outreach efforts generated millions of media impressions, stemming from placements in People StyleWatch, Health Magazine, Ladies’ Home Journal, Huffington Post, Shape, Ser Padres and Parents.

CDK Global

Issue:  In a world full of data security breaches, CDK Global turned to Coyne to help introduce the automotive retail industry to its new SecurityFirst program, which features numerous enhancements designed to bolster client and customer data security.

Idea:  Coyne worked closely with CDK representatives on a number of initiatives to help set the stage for the launch of the SecurityFirst program, including developing consistent and concise messaging around both the issue of data security and how SecurityFirst addresses those issues; media training key CDK executives representing multiple divisions within the organization, including data security technology, marketing and sales; development of a core Q&A document along with a launch press release.  Coyne also helped to develop the overall strategy targeting key industry influencers and core media outlets serving the dealer network community.

Results:  Success will be measured based on a number of indicators, including feedback from automotive retail industry analysts; sentiment of media coverage within the dealer network community; and CDK customers understanding of how the new SecurityFirst program will benefit them and their consumers.     

CDK Asks, Is Your Data Safe?

Issue:  In a world full of data security breaches, CDK Global turned to Coyne to help introduce the automotive retail industry to its new SecurityFirst program, which features numerous enhancements designed to bolster client and customer data security.

Idea:  Coyne worked closely with CDK representatives on a number of initiatives to help set the stage for the launch of the SecurityFirst program, including developing consistent and concise messaging around both the issue of data security and how SecurityFirst addresses those issues; media training key CDK executives representing multiple divisions within the organization, including data security technology, marketing and sales; development of a core Q&A document along with a launch press release.  Coyne also helped to develop the overall strategy targeting key industry influencers and core media outlets serving the dealer network community.

Results:  Success will be measured based on a number of indicators, including feedback from automotive retail industry analysts; sentiment of media coverage within the dealer network community; and CDK customers understanding of how the new SecurityFirst program will benefit them and their consumers.     

Skinnygirl Cocktails

Issue: Skinnygirl® Cocktails looked to Coyne PR to break through the clutter in 2013, creating opportunities and buzz for the brand to become the perfect accessory for every cocktailing occasion. 

Idea: The team created a leading role in Awards Season though inserting the brand in real-time social media conversations during The Oscars with the #LadiesInRed program, which donated $2,500 to Dress for Success for every lady donning red on the red carpet. To remain in the spotlight, Bethenny Frankel and five celebrity “guest bartenders,” including Maksim Chmerkovskiy and Tyson Beckford, hosted a launch party.

Impact: The team had generated more than 875 media placements, generating more than 730 million PR impressions, and the #LadiesInRed campaign won a Shorty Award for “Best Use of Social Media in Television.”

The Perfect Accessory

Issue: Skinnygirl® Cocktails looked to Coyne PR to break through the clutter in 2013, creating opportunities and buzz for the brand to become the perfect accessory for every cocktailing occasion. 

Idea: The team created a leading role in Awards Season though inserting the brand in real-time social media conversations during The Oscars with the #LadiesInRed program, which donated $2,500 to Dress for Success for every lady donning red on the red carpet. To remain in the spotlight, Bethenny Frankel and five celebrity “guest bartenders,” including Maksim Chmerkovskiy and Tyson Beckford, hosted a launch party.

Impact: The team had generated more than 875 media placements, generating more than 730 million PR impressions, and the #LadiesInRed campaign won a Shorty Award for “Best Use of Social Media in Television.”

VF Corporation

Issue: VF Corporation charged Coyne to help launch their new intranet site to more than 15,000 employees internationally. Part of the challenge was to create excitement, participation and connectivity between 15 independent-minded and operated brands under the VF Corporate umbrella, while infusing a spirit of inclusion as “One VF” in keeping to the independent spirit and work of the brands.

Idea: Coyne created a comprehensive internal communication program designed to build anticipation and make a splash on launch day. To build excitement, the team created a strategically scheduled series of communications including emails, intranet teaser ads and a special-delivery video message from the CEO. In addition, signage infiltrated all 17 offices both nationally and abroad with teaser cling posters, desk drops and a highly visual twelve-foot banner displayed on launch day in each brand office lobby. On launch day, each employee was greeted with a two-minute video featuring VF’s Sr. Digital Manager giving a high-level walk through of the new site, but with a charming and playful twist. He managed to wear outfits representing all of their 20+ brands in all different environments while never missing a beat.

Impact: The new intranet site for VF – the Loop – saw enormous day one traffic with thousands of employees visiting the site and viewing the video. The feedback has been overwhelmingly positive, with a flood of accolades pouring into the VF Corporate Communication team by global employees within all levels of the company. Ongoing engagement with the site during the first month was higher than expected and continues to grow with more employees connecting to share valuable content through the Corporation.

Getting Employees into the ‘Loop’ – Corporate Intranet Launch

Issue: VF Corporation charged Coyne to help launch their new intranet site to more than 15,000 employees internationally. Part of the challenge was to create excitement, participation and connectivity between 15 independent-minded and operated brands under the VF Corporate umbrella, while infusing a spirit of inclusion as “One VF” in keeping to the independent spirit and work of the brands.

Idea: Coyne created a comprehensive internal communication program designed to build anticipation and make a splash on launch day. To build excitement, the team created a strategically scheduled series of communications including emails, intranet teaser ads and a special-delivery video message from the CEO. In addition, signage infiltrated all 17 offices both nationally and abroad with teaser cling posters, desk drops and a highly visual twelve-foot banner displayed on launch day in each brand office lobby. On launch day, each employee was greeted with a two-minute video featuring VF’s Sr. Digital Manager giving a high-level walk through of the new site, but with a charming and playful twist. He managed to wear outfits representing all of their 20+ brands in all different environments while never missing a beat.

Impact: The new intranet site for VF – the Loop – saw enormous day one traffic with thousands of employees visiting the site and viewing the video. The feedback has been overwhelmingly positive, with a flood of accolades pouring into the VF Corporate Communication team by global employees within all levels of the company. Ongoing engagement with the site during the first month was higher than expected and continues to grow with more employees connecting to share valuable content through the Corporation.

BD

Issue: Becton Dickinson (BD) – a global leading medical technology company – looked to Coyne PR to make a splash for the BD AutoShield Duo pen needle, an innovative technology for people with diabetes who inject medication.

Idea: Playing on the “duo” aspect of the product’s attributes, the campaign focused on encouraging patients to work with a diabetes educator to simplify their lives. We partnered with a credible expert, Tami Ross, and launched with a satellite media tour followed by press interviews and desk sides in New York City. The product landing page offered a reduced co-pay to drive uptake. The team also coordinated BD’s first influencer event at which BD hosted leading diabetes bloggers and though leaders to build stronger connections and share product details in a day long learning session.

Impact: The campaign successfully spread the word about the new product to diabetes influencers and consumer audiences across the country with 162 SMT airings and 792 radio spots. Thought leaders applauded BD’s event in 27 original posts reaching over 168,000 members of the diabetes online community. Overall, the product enjoyed 972 placements and 28.4 million impressions.

BD Medical Launches Diabetes Product

Issue: Becton Dickinson (BD) – a global leading medical technology company – looked to Coyne PR to make a splash for the BD AutoShield Duo pen needle, an innovative technology for people with diabetes who inject medication.

Idea: Playing on the “duo” aspect of the product’s attributes, the campaign focused on encouraging patients to work with a diabetes educator to simplify their lives. We partnered with a credible expert, Tami Ross, and launched with a satellite media tour followed by press interviews and desk sides in New York City. The product landing page offered a reduced co-pay to drive uptake. The team also coordinated BD’s first influencer event at which BD hosted leading diabetes bloggers and though leaders to build stronger connections and share product details in a day long learning session.

Impact: The campaign successfully spread the word about the new product to diabetes influencers and consumer audiences across the country with 162 SMT airings and 792 radio spots. Thought leaders applauded BD’s event in 27 original posts reaching over 168,000 members of the diabetes online community. Overall, the product enjoyed 972 placements and 28.4 million impressions.

Humana

Issue: Every two years, more than 10,000 athletes age 50 and up compete in the National Senior Games. However, the Games are neither broadcast nor advertised and millions of boomers and seniors who could benefit from getting involved are unaware the Games exist.  As the presenting sponsor of the National Senior Games, health and well-being company Humana wanted to show the country that staying fit and athletic is achievable at all ages and abilities.

Idea: The team sought to inspire Americans age 50 and up through an integrated mix of traditional PR, social and digital strategies incorporating earned, paid and owned media. Coyne produced a video featuring Senior Games athletes running, jumping, volleying and dribbling through the Mall of America, expressing their youthful spirit and athleticism. The video launched on Humana’s Facebook, Twitter and YouTube channels to drive national excitement ahead of the Games, supplemented by a social media advertising campaign to maximize reach and engagement.

Impact: Captivating, motivational and shareable content yielded impressive social and digital media engagement, including: 10 million organic Facebook impressions; 530,000 organic Twitter impressions; and 650,000 “Mall Walker” video views – all during just a sixth month period. The team garnered 1,530 traditional media placements for 144.3 million impressions including Weekend TODAY, Today.com, ESPN SportsCenter Top 10. Local coverage spanned feature articles in key growth markets including The Advocate, Times Picayune, San Antonio Express News and multiple TV segments in Chicago, Minneaplis, Knoxville and Louisville. Additionally, a Humana brand survey of approximately 1,500 individuals age 65+ showed that, during the Games, Humana performance indicators improved in the areas of brand differentiation, value and corporate expertise.

Seniors Get Social with Humana & National Senior Games

Issue: Every two years, more than 10,000 athletes age 50 and up compete in the National Senior Games. However, the Games are neither broadcast nor advertised and millions of boomers and seniors who could benefit from getting involved are unaware the Games exist.  As the presenting sponsor of the National Senior Games, health and well-being company Humana wanted to show the country that staying fit and athletic is achievable at all ages and abilities.

Idea: The team sought to inspire Americans age 50 and up through an integrated mix of traditional PR, social and digital strategies incorporating earned, paid and owned media. Coyne produced a video featuring Senior Games athletes running, jumping, volleying and dribbling through the Mall of America, expressing their youthful spirit and athleticism. The video launched on Humana’s Facebook, Twitter and YouTube channels to drive national excitement ahead of the Games, supplemented by a social media advertising campaign to maximize reach and engagement.

Impact: Captivating, motivational and shareable content yielded impressive social and digital media engagement, including: 10 million organic Facebook impressions; 530,000 organic Twitter impressions; and 650,000 “Mall Walker” video views – all during just a sixth month period. The team garnered 1,530 traditional media placements for 144.3 million impressions including Weekend TODAY, Today.com, ESPN SportsCenter Top 10. Local coverage spanned feature articles in key growth markets including The Advocate, Times Picayune, San Antonio Express News and multiple TV segments in Chicago, Minneaplis, Knoxville and Louisville. Additionally, a Humana brand survey of approximately 1,500 individuals age 65+ showed that, during the Games, Humana performance indicators improved in the areas of brand differentiation, value and corporate expertise.

Novartis

Issue: Novartis Pharmaceuticals’ launched a Digital Medicines group, whose mission is to lead both the organization and its brands to drive marketing beyond traditional media.  As part of this group, Novartis established the Social Media Center of Excellence (CoE), and tasked Coyne to evolve the Center, entrenching Novartis as a leader in pharmaceutical social media.

Idea: Coyne’s immediate task was to build best-in-class infrastructure for the Social Media CoE, all the while ensuring that all recommendations and programming conform both to the highly regulated provisions of the FDA, as well as Novartis’ compliance measures.  Deliverables include: defining the group’s mission and vision; standardizing education protocols for the brands and executives; benchmarking the spectrum of activity for pharma companies in the social media space; providing ongoing guidance on new brand channel activation; counseling on social media integration for brands with multiple indications; and integrating best practices with the mobile division, as appropriate.

Impact: Since the Social Media CoE’s inception, the team has increased visibility internally; expanded brand engagement in social; and increased reputational and value perception of social among stakeholders. The team continues to develop offerings for Novartis that not only will set the company apart from its competition, but also will bring a new level of interaction and conversation among Novartis’ targets.  

Building a Social Media Center of Excellence

Issue: Novartis Pharmaceuticals’ launched a Digital Medicines group, whose mission is to lead both the organization and its brands to drive marketing beyond traditional media.  As part of this group, Novartis established the Social Media Center of Excellence (CoE), and tasked Coyne to evolve the Center, entrenching Novartis as a leader in pharmaceutical social media.

Idea: Coyne’s immediate task was to build best-in-class infrastructure for the Social Media CoE, all the while ensuring that all recommendations and programming conform both to the highly regulated provisions of the FDA, as well as Novartis’ compliance measures.  Deliverables include: defining the group’s mission and vision; standardizing education protocols for the brands and executives; benchmarking the spectrum of activity for pharma companies in the social media space; providing ongoing guidance on new brand channel activation; counseling on social media integration for brands with multiple indications; and integrating best practices with the mobile division, as appropriate.

Impact: Since the Social Media CoE’s inception, the team has increased visibility internally; expanded brand engagement in social; and increased reputational and value perception of social among stakeholders. The team continues to develop offerings for Novartis that not only will set the company apart from its competition, but also will bring a new level of interaction and conversation among Novartis’ targets.  

Novartis

Issue: The Novartis Digital Center of Excellence tasked Coyne with launching a Mobile Health Challenge. The event was developed to bring mobile developers together to listen and understand the challenges caregivers experience, identify unmet needs in the market, and design user experiences that provide real solutions for a heart-health focused audience.

Idea: The event was kicked off with a planning session for the “hackers” at the San Francisco Planning and Urban Research Association (SPUR) Building. Novartis Team Members and executive staff worked with teams to lend clinical support, category knowledge and general insights into the nuances of the healthcare industry. The Coyne team worked with the Novartis Mobile and Social Centers of Excellence in hosting the event, social media monitoring all of Novartis’ communication, providing a real-time social command-center onsite for monitoring attendee activity, and recording the event in video and still formats for Novartis’ Corporate PR team.

Impact:  The Novartis Mobile Health Challenge represented a major shift in innovation for the pharmaceutical industry. The tech culture lives in the mode of “build fast and iterate,” and that is the specific idea that rallied a 48-hour rapid creation process that is a hackathon. The Mobile Health Challenge helped Novartis identify opportunities and a unique perspective in caregiver support tools for the families and loved ones of heart failure sufferers, and established the framework for future offerings from the company.

Mobile Health Challenge

Issue: The Novartis Digital Center of Excellence tasked Coyne with launching a Mobile Health Challenge. The event was developed to bring mobile developers together to listen and understand the challenges caregivers experience, identify unmet needs in the market, and design user experiences that provide real solutions for a heart-health focused audience.

Idea: The event was kicked off with a planning session for the “hackers” at the San Francisco Planning and Urban Research Association (SPUR) Building. Novartis Team Members and executive staff worked with teams to lend clinical support, category knowledge and general insights into the nuances of the healthcare industry. The Coyne team worked with the Novartis Mobile and Social Centers of Excellence in hosting the event, social media monitoring all of Novartis’ communication, providing a real-time social command-center onsite for monitoring attendee activity, and recording the event in video and still formats for Novartis’ Corporate PR team.

Impact:  The Novartis Mobile Health Challenge represented a major shift in innovation for the pharmaceutical industry. The tech culture lives in the mode of “build fast and iterate,” and that is the specific idea that rallied a 48-hour rapid creation process that is a hackathon. The Mobile Health Challenge helped Novartis identify opportunities and a unique perspective in caregiver support tools for the families and loved ones of heart failure sufferers, and established the framework for future offerings from the company.

Disney Parks

Issue: Disney Parks asked Coyne PR to lend a hand to create some media magic surrounding the park’s 2010 campaign announcement.

Idea: As part of the “What Will You Celebrate?” campaign for Disney Parks, Coyne PR was tapped to help kick off Disney’s newest program for 2010: “Give a Day, Get a Disney Day.” Coyne PR provided strategic PR counsel and support during the planning and development phases, and handling media strategy and execution for Disney’s top 30 markets, including Canada and Puerto Rico. The launch commenced with announcements on “Good Morning America,” “Despierta America” (the country’s No.1 Spanish TV show) and Canada’s “Salut Bonjour” (the country’s leading morning show), followed by an Associated Press feature.  Local market events took place in Chicago, Miami, Atlanta and Los Angeles, as well as three Canadian markets. Coyne PR pitched all national and top 30 local market media, securing more than 1,400 hits.
  
Impact: In total, the “Give a Day, Get a Disney Day” program launch generated more than 3,500 print, broadcast and online placements, with an overall reach of more than 500 million views.

Give a Day, Get a Disney Day

Issue: Disney Parks asked Coyne PR to lend a hand to create some media magic surrounding the park’s 2010 campaign announcement.

Idea: As part of the “What Will You Celebrate?” campaign for Disney Parks, Coyne PR was tapped to help kick off Disney’s newest program for 2010: “Give a Day, Get a Disney Day.” Coyne PR provided strategic PR counsel and support during the planning and development phases, and handling media strategy and execution for Disney’s top 30 markets, including Canada and Puerto Rico. The launch commenced with announcements on “Good Morning America,” “Despierta America” (the country’s No.1 Spanish TV show) and Canada’s “Salut Bonjour” (the country’s leading morning show), followed by an Associated Press feature.  Local market events took place in Chicago, Miami, Atlanta and Los Angeles, as well as three Canadian markets. Coyne PR pitched all national and top 30 local market media, securing more than 1,400 hits.
  
Impact: In total, the “Give a Day, Get a Disney Day” program launch generated more than 3,500 print, broadcast and online placements, with an overall reach of more than 500 million views.

DineTime

Issue: QSR Automations, the leader in restaurant kitchen technologies, sought to extend its ubiquity to the “front of house” with its DineTime guest management and marketing app. In Coyne’s ongoing role as an integrated marketing partner, the digital team was tasked with helping to boost trial conversions among independent restaurant owners via the DineTimeHost.com website.

Idea: With the traffic driving support of targeted display advertising and SEM campaigns, Coyne took a deep dive into DineTimeHost.com’s site analytics, researching user behavior and search activity among the target audience to extract language for search optimization. With these learnings in hand, Coyne recommended copy and meta data optimizations for DineTime’s web presence while working to hone in the paid search targeting. Once paid targeting was optimized, Coyne developed a landing page strategy to test calls to action and with the goal of identifying the best converting copy.

Impact: During the course of the campaign, DineTime sign-ups nearly doubled, with the website handling traffic from over 100,000 hyper-targeted impressions. A/B testing learnings generated over a 120% boost in click-through rate on the primary call to action and helped up the overall sign-up conversion rate by half, while boosting interactions with secondary page elements by 30%.

DineTime Host Search Engine Optimization, Paid Media Integration and A/B Testing

Issue: QSR Automations, the leader in restaurant kitchen technologies, sought to extend its ubiquity to the “front of house” with its DineTime guest management and marketing app. In Coyne’s ongoing role as an integrated marketing partner, the digital team was tasked with helping to boost trial conversions among independent restaurant owners via the DineTimeHost.com website.

Idea: With the traffic driving support of targeted display advertising and SEM campaigns, Coyne took a deep dive into DineTimeHost.com’s site analytics, researching user behavior and search activity among the target audience to extract language for search optimization. With these learnings in hand, Coyne recommended copy and meta data optimizations for DineTime’s web presence while working to hone in the paid search targeting. Once paid targeting was optimized, Coyne developed a landing page strategy to test calls to action and with the goal of identifying the best converting copy.

Impact: During the course of the campaign, DineTime sign-ups nearly doubled, with the website handling traffic from over 100,000 hyper-targeted impressions. A/B testing learnings generated over a 120% boost in click-through rate on the primary call to action and helped up the overall sign-up conversion rate by half, while boosting interactions with secondary page elements by 30%.

DuPont Nutrition & Health

Issue: DuPont Nutrition & Health is a multinational enterprise, but its global communications team recognized the need to understand more fully how audiences in different parts of the world discussed important food ingredients manufactured by the company on a regional level. In particular, DuPont sought to inform themselves, as well as senior leadership, on how the business community and health and nutrition influencers were discussing their products and offerings across social media channels.

Idea: Coyne conducted a global social media listening study. The study analyzed conversations around the world as they pertained to each of the key products in the DuPont portfolio, with the goal of informing their messaging and social media strategy. The study produced insights on audience types, conversation themes, sentiment, top channels where dialogue was taking place and competitor insights. Coyne produced separate reports specific to India and Australia, as they are stand-out markets of importance for the company.   

Impact: The resulting 16-chapter study provided the insight to DuPont to understand more completely the state of the social media conversation about specific food ingredients, influencers and what people were saying about DuPont ingredients in particular. Its findings established benchmarks for DuPont to build brand awareness, increase the share of voice against competitors and inform social media content strategy. As a testament to its global reach, the study was used by DuPont management in various presentations in Europe and Asia to educate communications and marketing departments.

DuPont Puts Its Social Ear to the Ground

Issue: DuPont Nutrition & Health is a multinational enterprise, but its global communications team recognized the need to understand more fully how audiences in different parts of the world discussed important food ingredients manufactured by the company on a regional level. In particular, DuPont sought to inform themselves, as well as senior leadership, on how the business community and health and nutrition influencers were discussing their products and offerings across social media channels.

Idea: Coyne conducted a global social media listening study. The study analyzed conversations around the world as they pertained to each of the key products in the DuPont portfolio, with the goal of informing their messaging and social media strategy. The study produced insights on audience types, conversation themes, sentiment, top channels where dialogue was taking place and competitor insights. Coyne produced separate reports specific to India and Australia, as they are stand-out markets of importance for the company.   

Impact: The resulting 16-chapter study provided the insight to DuPont to understand more completely the state of the social media conversation about specific food ingredients, influencers and what people were saying about DuPont ingredients in particular. Its findings established benchmarks for DuPont to build brand awareness, increase the share of voice against competitors and inform social media content strategy. As a testament to its global reach, the study was used by DuPont management in various presentations in Europe and Asia to educate communications and marketing departments.

Bloom & Blossom

Issue: Coyne was challenged to introduce a new line of premium, easy-to-digest infant formulas.

Idea: The simple human truth of referring to this ultra gentle formula as “comfort food” conveys the product benefit in a very relatable way to anyone who has ever dealt with the stress of trying to feed a crying, fussy baby. The ad itself offers comfort to moms.

Impact: The campaign included print and collateral placed in doctors’ offices.

Introducing an Easy-to-Digest Infant Formula

Issue: Coyne was challenged to introduce a new line of premium, easy-to-digest infant formulas.

Idea: The simple human truth of referring to this ultra gentle formula as “comfort food” conveys the product benefit in a very relatable way to anyone who has ever dealt with the stress of trying to feed a crying, fussy baby. The ad itself offers comfort to moms.

Impact: The campaign included print and collateral placed in doctors’ offices.

Shionogi

Issue: Shionogi challenged Coyne PR to drive brand visibility by educating women about moderate-to-severe painful sex after menopause and motivating women to talk to their doctors about Osphena.

Idea: Develop a multi-channel call-to-action campaign leveraging the natural news hook of Valentine’s Day to discuss the issue of painful sex after menopause and drive Osphena messaging among women 50+ nationally, locally and online. Coyne inspired and activated women 50+ with information through targeted media partnerships, a national mixed media tour with women’s health expert, Dr. Donnica Moore, and a dedicated landing page.

Impact: The campaign delivered more than 18.2 million media impressions in just six weeks, including top-tier radio and online coverage to key audiences. The special PR campaign landing page received more than 11,000 unique page views where visitors learned about the condition, Osphena as a treatment option and were encouraged to speak with their physicians and download a savings card.  

Empowering Women 50+

Issue: Shionogi challenged Coyne PR to drive brand visibility by educating women about moderate-to-severe painful sex after menopause and motivating women to talk to their doctors about Osphena.

Idea: Develop a multi-channel call-to-action campaign leveraging the natural news hook of Valentine’s Day to discuss the issue of painful sex after menopause and drive Osphena messaging among women 50+ nationally, locally and online. Coyne inspired and activated women 50+ with information through targeted media partnerships, a national mixed media tour with women’s health expert, Dr. Donnica Moore, and a dedicated landing page.

Impact: The campaign delivered more than 18.2 million media impressions in just six weeks, including top-tier radio and online coverage to key audiences. The special PR campaign landing page received more than 11,000 unique page views where visitors learned about the condition, Osphena as a treatment option and were encouraged to speak with their physicians and download a savings card.  

Novartis

Issue:  Patients increasingly look to their peers for advice when it comes to managing their health conditions. Subsequently, a number of “ePatients” have emerged as key online opinion leaders via their blogs and other social channels, entrenching themselves as influencers on everything from living with the diagnosis to treatment decisions. Novartis understood the importance of reaching this key audience, but had no roadmap for how to engage them meaningfully – and compliantly - online.

Idea:  As an important first step, Coyne drove the development of Novartis’ Blogger Interaction Guidelines, establishing an enterprise-wide framework and principles for having responsible interactions with influencers online. Next, Coyne used the Guidelines to as the blueprint for a two-pronged approach:  1) establishing face-to-face influencer summits for patients, caregivers and healthcare professionals, resulting in six events to date in the multiple sclerosis, psoriasis, rare disease and oncology categories; and 2) developing a long-term, turnkey influencer outreach strategy to build sustainable relationships to supplement the summits.

Impact:  Over the course of the six events, Novartis engaged face-to-face with 47 influencers, resulting in 317 social posts, reaching over 1.04 million members of the community. Ongoing interactions with online influencers have allowed Novartis to gain actionable and meaningful insights from the community on their unmet needs, ultimately impacting long-term digital and social campaign marketing strategies. Online influencers actively and compliantly continue to share information provided by Novartis which, over the long-term, has served to humanize Novartis, elevate the organization’s reputation and strengthen brand share-of-voice.

Novartis Breaks Through with Online Influencers

Issue:  Patients increasingly look to their peers for advice when it comes to managing their health conditions. Subsequently, a number of “ePatients” have emerged as key online opinion leaders via their blogs and other social channels, entrenching themselves as influencers on everything from living with the diagnosis to treatment decisions. Novartis understood the importance of reaching this key audience, but had no roadmap for how to engage them meaningfully – and compliantly - online.

Idea:  As an important first step, Coyne drove the development of Novartis’ Blogger Interaction Guidelines, establishing an enterprise-wide framework and principles for having responsible interactions with influencers online. Next, Coyne used the Guidelines to as the blueprint for a two-pronged approach:  1) establishing face-to-face influencer summits for patients, caregivers and healthcare professionals, resulting in six events to date in the multiple sclerosis, psoriasis, rare disease and oncology categories; and 2) developing a long-term, turnkey influencer outreach strategy to build sustainable relationships to supplement the summits.

Impact:  Over the course of the six events, Novartis engaged face-to-face with 47 influencers, resulting in 317 social posts, reaching over 1.04 million members of the community. Ongoing interactions with online influencers have allowed Novartis to gain actionable and meaningful insights from the community on their unmet needs, ultimately impacting long-term digital and social campaign marketing strategies. Online influencers actively and compliantly continue to share information provided by Novartis which, over the long-term, has served to humanize Novartis, elevate the organization’s reputation and strengthen brand share-of-voice.

Red Robin Gourmet Burgers

Issue: Red Robin challenged Coyne to make waves for the launch of its new Wild Pacific Crab Cake Burger, which launched at the beginning of Lent. While competitors were spending millions advertising their non-meat offerings during Lent, Red Robin needed public relations to drive awareness of the Wild Pacific Crab Cake Burger. 

Idea:  With Red Robin stocks at an all-time high, and investors keeping a keen eye on the company, it was imperative to launch the burger in a way that kept with the fun, playful spirit of the brand.  An offer was made to Pope Francis that if he dined at any Red Robin location during the Lenten season, everyone in America would receive a free Wild Pacific Crab Cake Burger every Friday up until Good Friday.  Consumers were urged to join in by tweeted the Pope using #ropeinthepope.

Impact: The restaurant industry is a sea of sameness during Lent, but Red Robin was able to capture media attention for a crab cake burger that wasn’t all that different from competitor offerings.  Outlets such as USA Today, Fox & Friends, ABCNews.com, Huffington Post and Entrepreneur covered the burger in stand-alone pieces, breaking out of just the seasonal round ups. 

Roping in the Pope for Lent Promotion

Issue: Red Robin challenged Coyne to make waves for the launch of its new Wild Pacific Crab Cake Burger, which launched at the beginning of Lent. While competitors were spending millions advertising their non-meat offerings during Lent, Red Robin needed public relations to drive awareness of the Wild Pacific Crab Cake Burger. 

Idea:  With Red Robin stocks at an all-time high, and investors keeping a keen eye on the company, it was imperative to launch the burger in a way that kept with the fun, playful spirit of the brand.  An offer was made to Pope Francis that if he dined at any Red Robin location during the Lenten season, everyone in America would receive a free Wild Pacific Crab Cake Burger every Friday up until Good Friday.  Consumers were urged to join in by tweeted the Pope using #ropeinthepope.

Impact: The restaurant industry is a sea of sameness during Lent, but Red Robin was able to capture media attention for a crab cake burger that wasn’t all that different from competitor offerings.  Outlets such as USA Today, Fox & Friends, ABCNews.com, Huffington Post and Entrepreneur covered the burger in stand-alone pieces, breaking out of just the seasonal round ups. 

L.A. Looks

Issue: Iconic hair gel brand L.A. Looks enlisted Coyne PR to take the brand from retro to right now, as it prepared to extend its product offerings beyond just hair gels. L.A. Looks wanted to be perceived by the style and budget conscious millennial consumer as current, cool and attainable.

Idea: Coyne PR leveraged the brand’s Southern California roots as inspiration, aligning L.A. Looks with all things Los Angeles – from movie stars to musicians and models. The beauty team executed an aggressive media campaign to help renew consumer awareness and interest in the brand. The multi-tiered approach kicked off with the team identifying and recreating celebrity hair trends for millennial-focused beauty and style blogs with L.A. Looks’ new Red Carpet Collection, ramped up with us conducting targeted media outreach surrounding the annual L.A. Looks Model Search contest, and capped off by providing support for the brand’s sponsorship of iHeartRadio’s Jingle Ball concert at Madison Square Garden.

Impact: Within one year, Coyne PR’s outreach garnered more than 119 million impressions on behalf of L.A. Looks, including placements in Life & Style, YouBeauty, Yahoo! Voices, ET Online, Hairspray and High Heels, LuxLady and Beauty Undercover. The team’s efforts also generated a groundswell of attention for the 2014 L.A. Looks Model Search, which drove users to the brand’s social properties and resulted in a record number of contest entries.

L.A. Looks Updates Its Image

Issue: Iconic hair gel brand L.A. Looks enlisted Coyne PR to take the brand from retro to right now, as it prepared to extend its product offerings beyond just hair gels. L.A. Looks wanted to be perceived by the style and budget conscious millennial consumer as current, cool and attainable.

Idea: Coyne PR leveraged the brand’s Southern California roots as inspiration, aligning L.A. Looks with all things Los Angeles – from movie stars to musicians and models. The beauty team executed an aggressive media campaign to help renew consumer awareness and interest in the brand. The multi-tiered approach kicked off with the team identifying and recreating celebrity hair trends for millennial-focused beauty and style blogs with L.A. Looks’ new Red Carpet Collection, ramped up with us conducting targeted media outreach surrounding the annual L.A. Looks Model Search contest, and capped off by providing support for the brand’s sponsorship of iHeartRadio’s Jingle Ball concert at Madison Square Garden.

Impact: Within one year, Coyne PR’s outreach garnered more than 119 million impressions on behalf of L.A. Looks, including placements in Life & Style, YouBeauty, Yahoo! Voices, ET Online, Hairspray and High Heels, LuxLady and Beauty Undercover. The team’s efforts also generated a groundswell of attention for the 2014 L.A. Looks Model Search, which drove users to the brand’s social properties and resulted in a record number of contest entries.

David's Bridal

Issue: While many retailers struggle after the holidays, the bridal industry is at its height due to the fact that 33 percent of all engagements happen between Thanksgiving and New Year’s Day. To capitalize on the sales opportunities with this influx of new customers, David’s Bridal tasked Coyne to create a breakthrough idea that would help them rise to the top with millennial brides-to-be.

Idea: Working closely with the David’s Bridal marketing team, Coyne developed a blogger activation to support their “Steal the Deal” initiative which invited brides-to-be to enter a sweepstakes to run through their local David’s Bridal store for two minutes to win the value of everything she could wear.  Coyne partnered with aspirational bloggers including Budget Savvy Bride, Perfect Wedding Guide and Pretty Pear Bride to create videos of each of the bloggers training for their “Steal the Deal” challenge.  The videos were used across David’s Bridal owned channels as well as cross-promoted on each blog to create a groundswell of chatter amongst brides on the best techniques to walk away with your dream look. Along with a targeted media campaign to key outlets read by the target audience, David’s Bridal was able to spread the word and achieve David’s Bridal goals.

Impact: As a result, Coyne was able to reinforce David’s Bridal as the #1 bridal authority and a go-to resource for the modern millennial bride. Coyne also created long-lasting relationships with trusted bridal influencers who shared their fun-filled experience across their social media channels using #StealtheDealDB creating exceptional buzz for the brand. The Steal the Deal Sweepstakes was highlighted in websites such as Glam.com and Examiner.com, resulting in outstanding entry for the contest and engagement for the brand.

David’s Bridal Offers Brides a Chance to “Steal the Deal”

Issue: While many retailers struggle after the holidays, the bridal industry is at its height due to the fact that 33 percent of all engagements happen between Thanksgiving and New Year’s Day. To capitalize on the sales opportunities with this influx of new customers, David’s Bridal tasked Coyne to create a breakthrough idea that would help them rise to the top with millennial brides-to-be.

Idea: Working closely with the David’s Bridal marketing team, Coyne developed a blogger activation to support their “Steal the Deal” initiative which invited brides-to-be to enter a sweepstakes to run through their local David’s Bridal store for two minutes to win the value of everything she could wear.  Coyne partnered with aspirational bloggers including Budget Savvy Bride, Perfect Wedding Guide and Pretty Pear Bride to create videos of each of the bloggers training for their “Steal the Deal” challenge.  The videos were used across David’s Bridal owned channels as well as cross-promoted on each blog to create a groundswell of chatter amongst brides on the best techniques to walk away with your dream look. Along with a targeted media campaign to key outlets read by the target audience, David’s Bridal was able to spread the word and achieve David’s Bridal goals.

Impact: As a result, Coyne was able to reinforce David’s Bridal as the #1 bridal authority and a go-to resource for the modern millennial bride. Coyne also created long-lasting relationships with trusted bridal influencers who shared their fun-filled experience across their social media channels using #StealtheDealDB creating exceptional buzz for the brand. The Steal the Deal Sweepstakes was highlighted in websites such as Glam.com and Examiner.com, resulting in outstanding entry for the contest and engagement for the brand.

Casio

Issue: Casio Baby-G needed a way to showcase its line of bright, fun and fashionable timepieces to their target audience. 

Idea: Coyne met this need by partnering with a well-known and like-minded costume designer. Salvador Perez, best known for his work on “The Mindy Project” and big screen blockbusters like “Pitch Perfect.”  Known for his aesthetic of bold, fun and colorful confections, we knew he would be the right fit for Baby-G’s fashionable appeal.  Coyne  announced Casio Baby G’s partnership with Salvador with a series of initiatives created to appeal to fashion and entertainment press, blogs and mainstream media.  Tactics included providing a collection of the newest Baby-G styles for use in his styling projects, a full media blitz with style editors and a Twitter Party during “The Mindy Project” season finale where Salvador engaged with fans while dishing on his seasonal accessory tips and trends.

Impact: Talk about a “timely” collaboration! Salvador was featured in target media outlets like StyleBistro.com, About.com and Glamour.com (an article in which Mindy Kaling herself retweeted)! Salvador’s finale Twitter party resulted in more than 3,000 tweets using our #CasioBabyG hashtag – leading to trending status on Twitter! The best part – Salvador was able to work our watches onto the screen in both the upcoming “Pitch Perfect 2” movie and in an October 2014 episode of the “The Mindy Project!”

Baby-G Takes the Big and Small Screens!

Issue: Casio Baby-G needed a way to showcase its line of bright, fun and fashionable timepieces to their target audience. 

Idea: Coyne met this need by partnering with a well-known and like-minded costume designer. Salvador Perez, best known for his work on “The Mindy Project” and big screen blockbusters like “Pitch Perfect.”  Known for his aesthetic of bold, fun and colorful confections, we knew he would be the right fit for Baby-G’s fashionable appeal.  Coyne  announced Casio Baby G’s partnership with Salvador with a series of initiatives created to appeal to fashion and entertainment press, blogs and mainstream media.  Tactics included providing a collection of the newest Baby-G styles for use in his styling projects, a full media blitz with style editors and a Twitter Party during “The Mindy Project” season finale where Salvador engaged with fans while dishing on his seasonal accessory tips and trends.

Impact: Talk about a “timely” collaboration! Salvador was featured in target media outlets like StyleBistro.com, About.com and Glamour.com (an article in which Mindy Kaling herself retweeted)! Salvador’s finale Twitter party resulted in more than 3,000 tweets using our #CasioBabyG hashtag – leading to trending status on Twitter! The best part – Salvador was able to work our watches onto the screen in both the upcoming “Pitch Perfect 2” movie and in an October 2014 episode of the “The Mindy Project!”

Sandvik Coromant

Issue: Sandvik Coromant tasked Coyne PR with developing and executing a media event to raise consumer awareness for the vital role the manufacturing industry plays in the U.S. economy.

Idea: Coyne PR conceptualized breaking the Guinness World Record for the World’s Largest Coin Mosaic to visually represent the manufacturing industry’s contribution of more than $65,000 per second to the U.S. economy. The mosaic image depicted a manufacturing worker holding a gear-framed globe highlighting North America. A set of rising bar graphs were included along the bottom of the mosaic with the words “Manufacturing Our Future” written across the top. The event concluded with a donation on behalf of Sandvik Coromant to The Manufacturing Institute to help identify, train and support the next generation of U.S. manufacturing talent.

Impact: The World’s Largest Coin Mosaic generated more than 1,150 media placements totaling more than 49 million media impressions. ABC and NBC Chicago affiliates captured footage on-site and Coyne secured a post-event interview for Sandvik Coromant executives with The Wall Street Journal. News of the world record-breaking masterpiece went national, appearing on ABC Network’s World News Now, FOX News, NBC News, Yahoo! News, Associated Press as well as Manufacturing.net, Craig’s Chicago Business Online and more.

World’s Largest Coin Mosaic Shows the Value of U.S. Manufacturing

Issue: Sandvik Coromant tasked Coyne PR with developing and executing a media event to raise consumer awareness for the vital role the manufacturing industry plays in the U.S. economy.

Idea: Coyne PR conceptualized breaking the Guinness World Record for the World’s Largest Coin Mosaic to visually represent the manufacturing industry’s contribution of more than $65,000 per second to the U.S. economy. The mosaic image depicted a manufacturing worker holding a gear-framed globe highlighting North America. A set of rising bar graphs were included along the bottom of the mosaic with the words “Manufacturing Our Future” written across the top. The event concluded with a donation on behalf of Sandvik Coromant to The Manufacturing Institute to help identify, train and support the next generation of U.S. manufacturing talent.

Impact: The World’s Largest Coin Mosaic generated more than 1,150 media placements totaling more than 49 million media impressions. ABC and NBC Chicago affiliates captured footage on-site and Coyne secured a post-event interview for Sandvik Coromant executives with The Wall Street Journal. News of the world record-breaking masterpiece went national, appearing on ABC Network’s World News Now, FOX News, NBC News, Yahoo! News, Associated Press as well as Manufacturing.net, Craig’s Chicago Business Online and more.

GE Water & Process Technologies

Issue: Across the world, GE Water helps industrial customers - including utilities, municipalities, refineries, breweries and manufacturing plants - solve their greatest water and process challenges, all against a backdrop of notably stricter federal environmental regulations and a worldwide water crisis. These emerging challenges created an opportunity for GE Water to advance the brand’s recognition as an innovator in water process technology, and Coyne was tapped to enhance the brand’s social footprint and increase its recognition among its competitors.

Idea: A Coyne social media listening analysis revealed that GE Water’s target audience – plant managers, water engineers and municipalities – are highly mobile, oftentimes working in the field.  As a result, they often consume content that is visual short-form, despite the technical nature of their profession. Coyne took complex water-related topics and converted into “snackable” and interactive content, including Google Hangouts, Twitter chats, interactive quizzes, informative infographics and “Did You Know?” posts, with a heavy presence on Twitter and LinkedIn.

Impact: Since implementing the strategy, the brand saw an exponential increase in its follower base, engagement rate and customer interactions on Twitter and LinkedIn.  On Twitter, the brand saw a 66% increase in followers and an increase in monthly engagement, exceeding 900%. On LinkedIn, GE Water received a 407% jump in new followers and a nine-fold increase in monthly engagement.  

The Environment is Truly Social for GE Water

Issue: Across the world, GE Water helps industrial customers - including utilities, municipalities, refineries, breweries and manufacturing plants - solve their greatest water and process challenges, all against a backdrop of notably stricter federal environmental regulations and a worldwide water crisis. These emerging challenges created an opportunity for GE Water to advance the brand’s recognition as an innovator in water process technology, and Coyne was tapped to enhance the brand’s social footprint and increase its recognition among its competitors.

Idea: A Coyne social media listening analysis revealed that GE Water’s target audience – plant managers, water engineers and municipalities – are highly mobile, oftentimes working in the field.  As a result, they often consume content that is visual short-form, despite the technical nature of their profession. Coyne took complex water-related topics and converted into “snackable” and interactive content, including Google Hangouts, Twitter chats, interactive quizzes, informative infographics and “Did You Know?” posts, with a heavy presence on Twitter and LinkedIn.

Impact: Since implementing the strategy, the brand saw an exponential increase in its follower base, engagement rate and customer interactions on Twitter and LinkedIn.  On Twitter, the brand saw a 66% increase in followers and an increase in monthly engagement, exceeding 900%. On LinkedIn, GE Water received a 407% jump in new followers and a nine-fold increase in monthly engagement.  

NFL Players Association

Issue: NFL Players, Inc. (NFLPI), the licensing and marketing arm of the NFL Players Association, looked to Coyne PR to promote the 20th Annual NFLPA Rookie Premiere. The event brought the NFL’s top rookies selected in the 2014 Draft together for the first time to learn the “business of football" including brand building, the power of marketing and endorsements.

Idea: During the week, the rookies met with many of the NFL sponsors and licensees and participated in content creation sessions, as well as other networking events. NFLPI facilitated nearly 100 individual player service deals with its corporate partners during the weekend. The event culminated on Saturday, May 31 at the LA Memorial Coliseum where the rookies put on their official team uniforms for the first time for their trading card photo shoots with Topps and Panini.

Impact: During the three days in LA, the team was able to secure placements in Sports Business Journal, USA TODAY Sports, NY Post, Boston Globe, Cynopsis Sports, SI.com/MMQB, ESPN.com, USATODAY.com, NBCSports.com, and License! Global. We also coordinated live interviews on ESPN’s SportsCenter with roving reporter Sal Paolantonio, three different CNBC programs, FOX Sports 1, NFL Network and Bloomberg Radio that garnered more than 200 million media impressions.

20th Annual NFLPA Rookie Premiere

Issue: NFL Players, Inc. (NFLPI), the licensing and marketing arm of the NFL Players Association, looked to Coyne PR to promote the 20th Annual NFLPA Rookie Premiere. The event brought the NFL’s top rookies selected in the 2014 Draft together for the first time to learn the “business of football" including brand building, the power of marketing and endorsements.

Idea: During the week, the rookies met with many of the NFL sponsors and licensees and participated in content creation sessions, as well as other networking events. NFLPI facilitated nearly 100 individual player service deals with its corporate partners during the weekend. The event culminated on Saturday, May 31 at the LA Memorial Coliseum where the rookies put on their official team uniforms for the first time for their trading card photo shoots with Topps and Panini.

Impact: During the three days in LA, the team was able to secure placements in Sports Business Journal, USA TODAY Sports, NY Post, Boston Globe, Cynopsis Sports, SI.com/MMQB, ESPN.com, USATODAY.com, NBCSports.com, and License! Global. We also coordinated live interviews on ESPN’s SportsCenter with roving reporter Sal Paolantonio, three different CNBC programs, FOX Sports 1, NFL Network and Bloomberg Radio that garnered more than 200 million media impressions.

National Canine Research Council

Issue: In early 2014, the National Canine Research Council (NCRC), in partnership with Safe Humane and the U.S. Dept. of Justice Office of Community Oriented Policing Services (COPS), released a new video training series for law enforcement to address the problem of police and dog encounters, which too often result in lethal force against the animal. However, following a lightly-attended press conference and no media coverage of the series, NCRC let go of their previous agency and turned to Coyne to elevate the video series to a level of national awareness among law enforcement agencies and the masses.

Idea: NCRC research showed that more than half of intentional police shootings nationwide involve animals, most often dogs. Shining a spotlight on the prevalence and scale of the issue, while leveraging recently reported incidents to communicate the emotion of the situation, NCRC and Coyne created a targeted media relations campaign with the goal of raising awareness through national media coverage. The program kicked off with great success, as Coyne secured an Associated Press article featuring an interview with NCRC executive director Stacey Coleman, accompanied by a nationally distributed AP video featuring excerpts of the video training series. Efforts continued after the story’s release, capitalizing on the numerous dog-shooting incidents reported daily through media outreach in local markets offering the video series as the solution.

Impact: In four short months, Coyne successfully secured national and local media coverage for NCRC’s video training series, including MSN.com, Yahoo! News and USA Today Online, garnered 565 million media impressions with 98 percent featuring NCRC spokespeople quotes. Police departments immediately embraced and praised the videos, and prompted website traffic to increase by 708% and the video series reached 9,000 views, up from 2,000 three months prior.

Reaching A National Audience With Police & Dog Encounter Training Series

Issue: In early 2014, the National Canine Research Council (NCRC), in partnership with Safe Humane and the U.S. Dept. of Justice Office of Community Oriented Policing Services (COPS), released a new video training series for law enforcement to address the problem of police and dog encounters, which too often result in lethal force against the animal. However, following a lightly-attended press conference and no media coverage of the series, NCRC let go of their previous agency and turned to Coyne to elevate the video series to a level of national awareness among law enforcement agencies and the masses.

Idea: NCRC research showed that more than half of intentional police shootings nationwide involve animals, most often dogs. Shining a spotlight on the prevalence and scale of the issue, while leveraging recently reported incidents to communicate the emotion of the situation, NCRC and Coyne created a targeted media relations campaign with the goal of raising awareness through national media coverage. The program kicked off with great success, as Coyne secured an Associated Press article featuring an interview with NCRC executive director Stacey Coleman, accompanied by a nationally distributed AP video featuring excerpts of the video training series. Efforts continued after the story’s release, capitalizing on the numerous dog-shooting incidents reported daily through media outreach in local markets offering the video series as the solution.

Impact: In four short months, Coyne successfully secured national and local media coverage for NCRC’s video training series, including MSN.com, Yahoo! News and USA Today Online, garnered 565 million media impressions with 98 percent featuring NCRC spokespeople quotes. Police departments immediately embraced and praised the videos, and prompted website traffic to increase by 708% and the video series reached 9,000 views, up from 2,000 three months prior.

USGA

Issue: The United States Golf Association (USGA) decided to do the unprecedented and have the U.S. Open and the U.S. Women’s Open played in consecutive weeks on the same course. With history in the making at famed Pinehurst No. 2 in Pinehurst, North Carolina, the USGA turned to Coyne to expand the storytelling beyond the golf being played on the course.

Idea: By featuring local businesses within the 39,000-square-foot Merchandise Pavilion, showcasing the USGA’s corporate hospitality and helping fans prepare for their trips to the course, the team was able to position the U.S. Open events as a true destination. Additionally, the team leveraged the history behind the championships, Payne Stewart’s legacy at Pinehurst and the unique two-week celebration of golf to drive home solid results.

Impact: In just two short weeks, the team generated 711 stories and more than 135 million impressions across print, online and broadcast.

Coyne PR Helps Tee Up the Back-to-Back U.S. Open Championships

Issue: The United States Golf Association (USGA) decided to do the unprecedented and have the U.S. Open and the U.S. Women’s Open played in consecutive weeks on the same course. With history in the making at famed Pinehurst No. 2 in Pinehurst, North Carolina, the USGA turned to Coyne to expand the storytelling beyond the golf being played on the course.

Idea: By featuring local businesses within the 39,000-square-foot Merchandise Pavilion, showcasing the USGA’s corporate hospitality and helping fans prepare for their trips to the course, the team was able to position the U.S. Open events as a true destination. Additionally, the team leveraged the history behind the championships, Payne Stewart’s legacy at Pinehurst and the unique two-week celebration of golf to drive home solid results.

Impact: In just two short weeks, the team generated 711 stories and more than 135 million impressions across print, online and broadcast.

IMAX

Issue: IMAX turned to Coyne PR to provide movie-goers with an immersive and memorable experience of epic proportions to launch Godzilla.

Impact: The Coyne team brought the #IMAXUPGRADE to life when unsuspecting Godzilla fans at AMC Lincoln Square 13 in New York City got a surprise of monstrous proportions. Just before the opening trailers began on a standard 2D showing of the box office hit, host Peter Shankman and a street team sporting IMAX blue instantly upgraded everyone in the audience and invited them to see Godzilla in the world’s most immersive format – IMAX® 3D. Coyne’s Consumer Tech team worked hand-in-hand with IMAX to pull off the surprise, which included everything from event planning, production and onsite management, to press materials development, press outreach and video creation.

Results: The #IMAXUPGRADE was a “monster” of a success!  More than 200 fans were “upgraded” to see the film in IMAX 3D.  #IMAXUPGRADE was trending on Twitter in the minutes leading up to the show and the video capturing the event went viral with more than 4200 views in less than 24 hours.  Fan feedback after the event was outstanding, including one fan’s reaction to experiencing IMAX for the first time, “it was absolutely fantastic!”

Surprise! IMAX Upgrades Godzilla Fans in NYC

Issue: IMAX turned to Coyne PR to provide movie-goers with an immersive and memorable experience of epic proportions to launch Godzilla.

Impact: The Coyne team brought the #IMAXUPGRADE to life when unsuspecting Godzilla fans at AMC Lincoln Square 13 in New York City got a surprise of monstrous proportions. Just before the opening trailers began on a standard 2D showing of the box office hit, host Peter Shankman and a street team sporting IMAX blue instantly upgraded everyone in the audience and invited them to see Godzilla in the world’s most immersive format – IMAX® 3D. Coyne’s Consumer Tech team worked hand-in-hand with IMAX to pull off the surprise, which included everything from event planning, production and onsite management, to press materials development, press outreach and video creation.

Results: The #IMAXUPGRADE was a “monster” of a success!  More than 200 fans were “upgraded” to see the film in IMAX 3D.  #IMAXUPGRADE was trending on Twitter in the minutes leading up to the show and the video capturing the event went viral with more than 4200 views in less than 24 hours.  Fan feedback after the event was outstanding, including one fan’s reaction to experiencing IMAX for the first time, “it was absolutely fantastic!”

Shell Rotella

Issue: Shell Rotella SuperRigs, the brand’s annual trucking beauty contest, was celebrating their 32nd event in 2014 and the crying call was to #GoBig. The challenge was to create an event that rivaled all others, from onsite activations to social media engagement and beyond.

Idea: You can’t ‘Go Big’ without taking risks, so the brand ventured from their tried & true Mid-West event locations to the East Coast in Concord, NC for the 32nd Annual Shell Rotella SuperRigs.  Hosted at zMax Dragway, located directly across the street from Charlotte Motor Speedway, Shell Rotella strategically chose a location where foot traffic would already be high and the audience would be particularly interested in the big rig beauty contest. In addition to checking out the traffic stopping rigs, Shell Rotella presented a free country music concert, Q&A with NASCAR all-star Joey Logano, a SuperRigs light show and free fireworks for all attendees! To drive participation for the event, the free registrations for truckers included tickets to both the Camping World Truck Series on Friday night as well as the Sprint Cup All-Star Race on Saturday. Truckers also got their own taste of the speedway life, with twenty-five rigs selected to take a parade lap around Charlotte Motor Speedway in advance of the Friday night truck race.

Impact: Despite a decentralized location and a washout on day one of judging (two tornado warnings), Coyne PR still helped Shell Rotella ‘Go Big’ in a way no prior SuperRigs event has before.  From record level engagement on the Shell Rotella Facebook and Twitter channels, to unique on-site activations, the media spotlight was definitely on SuperRigs. With nearly a dozen influential trucking media in attendance, local media print and broadcast coverage, national radio interviews and more, Shell Rotella left a lasting impression with participants, attendees and followers from afar.

#GoBig at 32nd Annual Shell Rotella SuperRigs

Issue: Shell Rotella SuperRigs, the brand’s annual trucking beauty contest, was celebrating their 32nd event in 2014 and the crying call was to #GoBig. The challenge was to create an event that rivaled all others, from onsite activations to social media engagement and beyond.

Idea: You can’t ‘Go Big’ without taking risks, so the brand ventured from their tried & true Mid-West event locations to the East Coast in Concord, NC for the 32nd Annual Shell Rotella SuperRigs.  Hosted at zMax Dragway, located directly across the street from Charlotte Motor Speedway, Shell Rotella strategically chose a location where foot traffic would already be high and the audience would be particularly interested in the big rig beauty contest. In addition to checking out the traffic stopping rigs, Shell Rotella presented a free country music concert, Q&A with NASCAR all-star Joey Logano, a SuperRigs light show and free fireworks for all attendees! To drive participation for the event, the free registrations for truckers included tickets to both the Camping World Truck Series on Friday night as well as the Sprint Cup All-Star Race on Saturday. Truckers also got their own taste of the speedway life, with twenty-five rigs selected to take a parade lap around Charlotte Motor Speedway in advance of the Friday night truck race.

Impact: Despite a decentralized location and a washout on day one of judging (two tornado warnings), Coyne PR still helped Shell Rotella ‘Go Big’ in a way no prior SuperRigs event has before.  From record level engagement on the Shell Rotella Facebook and Twitter channels, to unique on-site activations, the media spotlight was definitely on SuperRigs. With nearly a dozen influential trucking media in attendance, local media print and broadcast coverage, national radio interviews and more, Shell Rotella left a lasting impression with participants, attendees and followers from afar.

PEEPS

Issue:  PEEPS® charged Coyne PR with the task of making a sweet PR impact and one that was bigger than ever before during their largest selling season.

Idea: Coyne PR capitalized on the iconic nature of the notable marshmallow treats by employing a multi-phased outreach campaign. The PR team went far and wide with its efforts, which included promoting new product flavors; PEEPS® brand fun facts, share information on exciting partnerships and introducing new recipes and crafts incorporating PEEPS®.  The team conducted widespread outreach to national and local media contacts, online influencers, long-lead and short-lead media and top food and mommy bloggers. Additionally, targeted mailers with customized pitches and personalized PEEPS® crafts were created to demonstrate the fun and quirky nature of the brand and show how consumers could express their PEEPSONALITY® during the Easter season.

Impact:  In just a 12 week span, Coyne’s efforts ultimately had a “sweet” reward, generating more than 2,500 stories and 41.3 billion media impressions for the PEEPS® Brand including two USA Today pieces, seven “Today Show” segments, two “Good Morning America” segments and additional coverage in Bloomberg Business Week, Woman’s Day, SheKnows.com, Good Housekeeping, Relish.com, Yahoo.com, Parade.com and PopSugar.com, just to name a few. Additionally Coyne PR was able to exceed the previous year’s media impressions by 84 percent.

PEEP’ing Out Easter Season

Issue:  PEEPS® charged Coyne PR with the task of making a sweet PR impact and one that was bigger than ever before during their largest selling season.

Idea: Coyne PR capitalized on the iconic nature of the notable marshmallow treats by employing a multi-phased outreach campaign. The PR team went far and wide with its efforts, which included promoting new product flavors; PEEPS® brand fun facts, share information on exciting partnerships and introducing new recipes and crafts incorporating PEEPS®.  The team conducted widespread outreach to national and local media contacts, online influencers, long-lead and short-lead media and top food and mommy bloggers. Additionally, targeted mailers with customized pitches and personalized PEEPS® crafts were created to demonstrate the fun and quirky nature of the brand and show how consumers could express their PEEPSONALITY® during the Easter season.

Impact:  In just a 12 week span, Coyne’s efforts ultimately had a “sweet” reward, generating more than 2,500 stories and 41.3 billion media impressions for the PEEPS® Brand including two USA Today pieces, seven “Today Show” segments, two “Good Morning America” segments and additional coverage in Bloomberg Business Week, Woman’s Day, SheKnows.com, Good Housekeeping, Relish.com, Yahoo.com, Parade.com and PopSugar.com, just to name a few. Additionally Coyne PR was able to exceed the previous year’s media impressions by 84 percent.

Palmer's

Issue: Palmer’s, a trusted leader in skin care, sought to create buzz for its diverse hair care offerings, especially among ethnic and multicultural media.

Idea: Coyne PR took a multi-pronged approach, targeting outlets with creative mailers featuring new hair offerings from the brand, aligning with curlBOX, a monthly kit specifically targeted to ethnic and multicultural women interested in hair care and capitalizing on the brands involvement with the multicultural Bronner Brothers hair show in Atlanta.

Impact: Coyne’s outreach surrounding Palmer’s hair care lines has resulted in multiple placements in key ethnic media outlets including Hype Hair, Juicy, Essence, Today’s Black Woman and Real Health, to name a few. Our participation in the curlBOX subscription kits led to samples in the hands of 6,500 eager women along with placements in MSN Glo and Latina magazine. At the Bronner Brothers hair show media gravitated to the giveaways surrounding the show with hits on StyleBlazer.com, “Atlanta & Company” morning show and Examiner.com.

Raising Awareness for Palmer's Diverse Hair Care Offerings

Issue: Palmer’s, a trusted leader in skin care, sought to create buzz for its diverse hair care offerings, especially among ethnic and multicultural media.

Idea: Coyne PR took a multi-pronged approach, targeting outlets with creative mailers featuring new hair offerings from the brand, aligning with curlBOX, a monthly kit specifically targeted to ethnic and multicultural women interested in hair care and capitalizing on the brands involvement with the multicultural Bronner Brothers hair show in Atlanta.

Impact: Coyne’s outreach surrounding Palmer’s hair care lines has resulted in multiple placements in key ethnic media outlets including Hype Hair, Juicy, Essence, Today’s Black Woman and Real Health, to name a few. Our participation in the curlBOX subscription kits led to samples in the hands of 6,500 eager women along with placements in MSN Glo and Latina magazine. At the Bronner Brothers hair show media gravitated to the giveaways surrounding the show with hits on StyleBlazer.com, “Atlanta & Company” morning show and Examiner.com.

Simon School of Business at the University of Rochester

Issue: In 2013, Simon School of Business at the University of Rochester planned to launch a new brand identity for the school that aimed to meet these competitive business challenges head on. Before the new marketing campaign was officially unveiled, Coyne was asked to seed the new campaign’s spirit and messaging leading up to the campaign launch.

Idea: Rather than applying the same well-worn tag lines widely used in higher education marketing, Simon injected a dose of reality with a fresh, no nonsense approach to graduate business education that brings to life a real conversation about today’s competitive business culture. “Toughen Up” was the challenge that Simon issued to future business leaders with the announcement. The team developed an aggressive media outreach strategy, a social media integration plan and some longer-lead creative content to highlight the innovative message Simon.

Impact: The team’s efforts resulted in placements in The Wall Street Journal, Bloomberg Businessweek and PoetsAndQuants.com to name a few. The social media team also raised the level of engagement on Simon’s social media properties receiving a flood of positive responses to the new branding announcement.

Groundbreaking Business School Gets Real

Issue: In 2013, Simon School of Business at the University of Rochester planned to launch a new brand identity for the school that aimed to meet these competitive business challenges head on. Before the new marketing campaign was officially unveiled, Coyne was asked to seed the new campaign’s spirit and messaging leading up to the campaign launch.

Idea: Rather than applying the same well-worn tag lines widely used in higher education marketing, Simon injected a dose of reality with a fresh, no nonsense approach to graduate business education that brings to life a real conversation about today’s competitive business culture. “Toughen Up” was the challenge that Simon issued to future business leaders with the announcement. The team developed an aggressive media outreach strategy, a social media integration plan and some longer-lead creative content to highlight the innovative message Simon.

Impact: The team’s efforts resulted in placements in The Wall Street Journal, Bloomberg Businessweek and PoetsAndQuants.com to name a few. The social media team also raised the level of engagement on Simon’s social media properties receiving a flood of positive responses to the new branding announcement.

CoverGirl

Issue: CoverGirl tapped Coyne to help launch the CoverGirl Bombshell collection for key online retailer, Walmart.com with online beauty influencers. The agency activated a campaign through Coyne Connect, the agency’s proprietary influencer network of more than 3,500 members to engage them with a unique opportunity to co-create content and promote the brand.

Idea: Beauty bloggers consistently rank high among consumers as trusted peers and influencers via their blog and social audiences. In addition, beauty content that is useful to women is typically highly shareable among women. Coyne created a launch strategy leveraging influencers to activate consumers to check out the new CoverGirl Bombshell line at Walmart.com, and create video content featuring their own tutorials for developing a stylized look with the new products. The campaign including a product giveaway for influencers to offer to their readers, and cross-promotion of tutorials on the influencers’ social media channels.

Impact: Coyne blew up the blogosphere with glamorous results starring influencers as avid fans of the CoverGirl Bombshell line. The campaign generated 11 million impressions via more than 90 blog posts and nearly 6,500 social media posts featuring links to the product on Walmart.com and rave reviews of the cosmetics, in addition to step-by-step video tutorials for every occasion ranging from a day at the office to a night out with the girls. 

CoverGirl Drops the Bomb on Beauty Bloggers

Issue: CoverGirl tapped Coyne to help launch the CoverGirl Bombshell collection for key online retailer, Walmart.com with online beauty influencers. The agency activated a campaign through Coyne Connect, the agency’s proprietary influencer network of more than 3,500 members to engage them with a unique opportunity to co-create content and promote the brand.

Idea: Beauty bloggers consistently rank high among consumers as trusted peers and influencers via their blog and social audiences. In addition, beauty content that is useful to women is typically highly shareable among women. Coyne created a launch strategy leveraging influencers to activate consumers to check out the new CoverGirl Bombshell line at Walmart.com, and create video content featuring their own tutorials for developing a stylized look with the new products. The campaign including a product giveaway for influencers to offer to their readers, and cross-promotion of tutorials on the influencers’ social media channels.

Impact: Coyne blew up the blogosphere with glamorous results starring influencers as avid fans of the CoverGirl Bombshell line. The campaign generated 11 million impressions via more than 90 blog posts and nearly 6,500 social media posts featuring links to the product on Walmart.com and rave reviews of the cosmetics, in addition to step-by-step video tutorials for every occasion ranging from a day at the office to a night out with the girls. 

Sealed Air Corporation

Issue: Each year, Sealed Air Corporation, the makers of Bubble Wrap® Brand Cushioning, look to Coyne PR to support their annual Bubble Wrap® Appreciation Day, a holiday when the world celebrates the fun side of a material that has protected billions of products for more than 50 years.

Idea: For the past five+ years, Coyne PR has been tasked with developing ideas that encapsulate the fun, creative spirit of Bubble Wrap Brand Cushioning. When developing annual concepts, the goal is focused on generating national buzz while the reinforcing the one and only Sealed Air original Bubble Wrap brand. From celebrating with a golden celebration of 50th Birthday with customized Bubble Wrap with specially designed birthday cakes complete with ‘gold’ Bubble Wrap, to setting a Guinness World Record for “The Most People Popping Bubble Wrap at One Time,” Coyne has generated massive media coverage for Sealed Air and their Bubble Wrap Brand Cushioning.

Impact: Delivering results relevant to the specific needs each of the past five years, Coyne PR has taken local market events national, created national buzz and engaged new audiences. The Coyne team has landed national stories on Good Morning America, CNN, FOX News, Jimmy Kimmel Live, the Tonight Show with Jay Leno, FOX & Friends, NBC’s Today Show, ABC World News Now, CNBC, FOX Business, Reuters, MarketWatch Radio, NPR to name a few, as well as broadcast segments in Canada, China, among other countries. Over the years, Coyne has generated thousands of media placements, billions of media impressions and millions of dollars in advertising value making the Annual Bubble Wrap Appreciation Day initiative a massive success for Sealed Air Corporation.  

Bubble Wrap Appreciation Day

Issue: Each year, Sealed Air Corporation, the makers of Bubble Wrap® Brand Cushioning, look to Coyne PR to support their annual Bubble Wrap® Appreciation Day, a holiday when the world celebrates the fun side of a material that has protected billions of products for more than 50 years.

Idea: For the past five+ years, Coyne PR has been tasked with developing ideas that encapsulate the fun, creative spirit of Bubble Wrap Brand Cushioning. When developing annual concepts, the goal is focused on generating national buzz while the reinforcing the one and only Sealed Air original Bubble Wrap brand. From celebrating with a golden celebration of 50th Birthday with customized Bubble Wrap with specially designed birthday cakes complete with ‘gold’ Bubble Wrap, to setting a Guinness World Record for “The Most People Popping Bubble Wrap at One Time,” Coyne has generated massive media coverage for Sealed Air and their Bubble Wrap Brand Cushioning.

Impact: Delivering results relevant to the specific needs each of the past five years, Coyne PR has taken local market events national, created national buzz and engaged new audiences. The Coyne team has landed national stories on Good Morning America, CNN, FOX News, Jimmy Kimmel Live, the Tonight Show with Jay Leno, FOX & Friends, NBC’s Today Show, ABC World News Now, CNBC, FOX Business, Reuters, MarketWatch Radio, NPR to name a few, as well as broadcast segments in Canada, China, among other countries. Over the years, Coyne has generated thousands of media placements, billions of media impressions and millions of dollars in advertising value making the Annual Bubble Wrap Appreciation Day initiative a massive success for Sealed Air Corporation.  

Hard Rock

Issue: As agency of record for Hard Rock International, charged Coyne PR to raise awareness for Hard Rock’s Signature Series and Artist Spotlight Series T-Shirts, designed by top-tier superstars. Proceeds of the T-Shirts benefit the stars’ personal charities and are only available at Hard Rock Shops and online.

Idea: The agency has launched T-Shirts for major superstars, including Rihanna, Bono, Ozzy Osbourne, Bruce Springsteen and Shakira, among others. Both Ozzy and Sharon Osbourne were on hand to launch Ozzy’s T-Shirt out of Hard Rock Cafe New York in Times Square, which allowed Coyne PR to create a press event to invite key media. Bono and Bruce Springsteen were unavailable for an appearance or media event, so the team capitalized on the release of new albums and tour announcements, utilized a creative mailer to announce the launch to media and leveraged their loyal fan bases online through blogs, message boards and chat rooms to connect directly with fans. Both Rihanna and Shakira gave the team between 30 minutes to an hour, in Paris, which allowed Coyne to create a dynamic international press conference at Hard Rock Cafe Paris, where traffic was literally at a standstill outside with thousands of media and screaming fans descending on the Cafe.

Impact: Coyne PR has generated local, national and international coverage for the launch of Signature Series T-Shirts, with an average of 75 – 95 million media impressions per launch. Highlights have included Rolling Stone Magazine, In Touch, OK Weekly, InStyle, People Magazine, MTV, BBC and Reuters.

HRC Signature Series and Artist Spotlight T-Shirts

Issue: As agency of record for Hard Rock International, charged Coyne PR to raise awareness for Hard Rock’s Signature Series and Artist Spotlight Series T-Shirts, designed by top-tier superstars. Proceeds of the T-Shirts benefit the stars’ personal charities and are only available at Hard Rock Shops and online.

Idea: The agency has launched T-Shirts for major superstars, including Rihanna, Bono, Ozzy Osbourne, Bruce Springsteen and Shakira, among others. Both Ozzy and Sharon Osbourne were on hand to launch Ozzy’s T-Shirt out of Hard Rock Cafe New York in Times Square, which allowed Coyne PR to create a press event to invite key media. Bono and Bruce Springsteen were unavailable for an appearance or media event, so the team capitalized on the release of new albums and tour announcements, utilized a creative mailer to announce the launch to media and leveraged their loyal fan bases online through blogs, message boards and chat rooms to connect directly with fans. Both Rihanna and Shakira gave the team between 30 minutes to an hour, in Paris, which allowed Coyne to create a dynamic international press conference at Hard Rock Cafe Paris, where traffic was literally at a standstill outside with thousands of media and screaming fans descending on the Cafe.

Impact: Coyne PR has generated local, national and international coverage for the launch of Signature Series T-Shirts, with an average of 75 – 95 million media impressions per launch. Highlights have included Rolling Stone Magazine, In Touch, OK Weekly, InStyle, People Magazine, MTV, BBC and Reuters.

Hong Kong Tourism Board

Issue:  Determined to maintain Hong Kong’s place among the most watched countdown specials in the world, Hong Kong Tourism Board tasked Coyne PR to generate national broadcast media buzz for the city’s largest New Year countdown celebrations to date.

Idea: To ensure global audiences didn’t miss a moment of the excitement over in Hong Kong – including a tremendous first-ever “pyrotechnic musical” display interweaving pyrotechnics, fireworks, special lighting effects and music – Coyne PR implemented a strategic PR approach of targeted press material development and aggressive media outreach beginning weeks before the clock struck midnight on December 31.

Impact: Hong Kong’s 2015 New Year Countdown Celebrations were featured in 1,798 broadcast segments across 655 top-tier national, international and local media channels, resulting in a combined total ad value of more than $12.9 million (100.2 million HKD). Among the countless national shows to feature the awe-inspiring light display included CBS This Morning, NBC Nightly News, Good Morning America, FOX and Friends, CNN’s New Year’s Eve Live with Anderson Cooper and Kathy Griffin, ABC’s Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest 2015, and many more.

Hong Kong’s New Year Countdown Celebrations

Issue:  Determined to maintain Hong Kong’s place among the most watched countdown specials in the world, Hong Kong Tourism Board tasked Coyne PR to generate national broadcast media buzz for the city’s largest New Year countdown celebrations to date.

Idea: To ensure global audiences didn’t miss a moment of the excitement over in Hong Kong – including a tremendous first-ever “pyrotechnic musical” display interweaving pyrotechnics, fireworks, special lighting effects and music – Coyne PR implemented a strategic PR approach of targeted press material development and aggressive media outreach beginning weeks before the clock struck midnight on December 31.

Impact: Hong Kong’s 2015 New Year Countdown Celebrations were featured in 1,798 broadcast segments across 655 top-tier national, international and local media channels, resulting in a combined total ad value of more than $12.9 million (100.2 million HKD). Among the countless national shows to feature the awe-inspiring light display included CBS This Morning, NBC Nightly News, Good Morning America, FOX and Friends, CNN’s New Year’s Eve Live with Anderson Cooper and Kathy Griffin, ABC’s Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest 2015, and many more.

Casio America, Inc.

Issue: Casio challenged Coyne PR to generate awareness for its recently launched SLIM projectors among the gaming community.

Idea: To educate media on Casio’s SLIM projectors, Casio partnered with EA Games leading up to E3 – the world’s largest convention for video gamers. With a new game on the horizon, MMA 2010, Casio set out to display the game larger than life with its SLIM projectors, while highlighting them as a more affordable alternative than higher-priced HD televisions. In addition to securing one-on-one interviews for Casio executives at its E3 booth, Coyne also coordinated activation for Casio at the EA MMA live mixed martial arts event at the Nokia Theater. This enabled media to maximize their time and created additional incentive for them to connect with Casio.

Imact: Coyne dealt a full house to Casio at E3, securing 50 media appointments with top gaming, technology and consumer media. Coyne also generated more than 400 placements, across all media categories, resulting in approximately 150 million media impressions.

Casio Provides Gamers With a Life-Size Experience

Issue: Casio challenged Coyne PR to generate awareness for its recently launched SLIM projectors among the gaming community.

Idea: To educate media on Casio’s SLIM projectors, Casio partnered with EA Games leading up to E3 – the world’s largest convention for video gamers. With a new game on the horizon, MMA 2010, Casio set out to display the game larger than life with its SLIM projectors, while highlighting them as a more affordable alternative than higher-priced HD televisions. In addition to securing one-on-one interviews for Casio executives at its E3 booth, Coyne also coordinated activation for Casio at the EA MMA live mixed martial arts event at the Nokia Theater. This enabled media to maximize their time and created additional incentive for them to connect with Casio.

Imact: Coyne dealt a full house to Casio at E3, securing 50 media appointments with top gaming, technology and consumer media. Coyne also generated more than 400 placements, across all media categories, resulting in approximately 150 million media impressions.

IRONMAN

Issue: Coyne PR developed and implemented a comprehensive strategic public relations plan to build brand awareness for IRONMAN World Triathlon Corporation and generate media coverage on a global basis leading up to, during, and following the 30th anniversary year of the iconic IRONMAN World Championship in Kona, Hawaii.  As agency of record for IRONMAN, the team is currently executing strategy surrounding the 2014 IRONMAN season and the 2014 World Championship.

Idea: Coyne PR identified and continues to emphasize four main aspects of the IRONMAN brand – the faces, the lifestyle, the numbers, and the business – to fully tell the story of the sport to both endemic and non endemic media.  Together, these categories fuel Coyne's PR strategy and allow media to report on a variety of angles, in turn developing broad awareness and exposing the brand to millions more consumers.

Impact: Coyne's full-on PR efforts truly embody IRONMAN’s mantra that “anything is possible,” with media generated by the IRONMAN World Championship alone shattering all previous total impression numbers for the brand. The team placed particular emphasis on work with prominent celebrities who competed in Kona 2013, including Chef Gordon Ramsay and Super Bowl Champion Hines Ward.  As a result, celebrity engagement has become a growing facet of IRONMAN’s long-term PR strategy, with the team actively engaging some of Hollywood’s biggest stars for the 2014 triathlon season.

Among the placements Coyne PR secured during 2013 are major national broadcast, print and online pieces, generating more than 400 stories and just over one billion media impressions in a period of three months.  Highlights include “Extra!,” People Sports IllustratedMen’s Health, SELF, The Wall Street JournalThe Daily MailTV Guide, Parade.com, CNN.com, ESPN.com, HLNTV.com, AOL.com, and SportsBusiness Daily, among many others. 

Kona World Championship and Beyond

Issue: Coyne PR developed and implemented a comprehensive strategic public relations plan to build brand awareness for IRONMAN World Triathlon Corporation and generate media coverage on a global basis leading up to, during, and following the 30th anniversary year of the iconic IRONMAN World Championship in Kona, Hawaii.  As agency of record for IRONMAN, the team is currently executing strategy surrounding the 2014 IRONMAN season and the 2014 World Championship.

Idea: Coyne PR identified and continues to emphasize four main aspects of the IRONMAN brand – the faces, the lifestyle, the numbers, and the business – to fully tell the story of the sport to both endemic and non endemic media.  Together, these categories fuel Coyne's PR strategy and allow media to report on a variety of angles, in turn developing broad awareness and exposing the brand to millions more consumers.

Impact: Coyne's full-on PR efforts truly embody IRONMAN’s mantra that “anything is possible,” with media generated by the IRONMAN World Championship alone shattering all previous total impression numbers for the brand. The team placed particular emphasis on work with prominent celebrities who competed in Kona 2013, including Chef Gordon Ramsay and Super Bowl Champion Hines Ward.  As a result, celebrity engagement has become a growing facet of IRONMAN’s long-term PR strategy, with the team actively engaging some of Hollywood’s biggest stars for the 2014 triathlon season.

Among the placements Coyne PR secured during 2013 are major national broadcast, print and online pieces, generating more than 400 stories and just over one billion media impressions in a period of three months.  Highlights include “Extra!,” People Sports IllustratedMen’s Health, SELF, The Wall Street JournalThe Daily MailTV Guide, Parade.com, CNN.com, ESPN.com, HLNTV.com, AOL.com, and SportsBusiness Daily, among many others. 

Quaker State

Issue: Quaker State has been helping North American drivers get the most out of their vehicle’s engine since their first quart of motor oil hit the shelf almost 100 years ago. With the brand’s positioning focusing on a strong mechanical protection claim position over the past few years, Quaker State knew it needed to create a more emotional connection to the millions of consumers believing in the product offering. To do so, Quaker State tasked Coyne PR to develop a program to take consumers’ brand loyalty to the next level.
 
Idea: To honor currently loyal Quaker State users and potentially entice a broader audience, Coyne PR and Quaker State developed a comprehensive integrated marketing program: the Quaker State Cash Back Program. With implementation rolling out, the initiative called for consumers to enroll their vehicle(s) into the program before the odometer reads 75,000 miles.  If all manufacturer-recommended maintenance is completed and all regularly scheduled oil changes were completed with Quaker State from 75,000 miles to 300,000, the driver would receive a check for the market value of their vehicle, plus keep the car – a true bonus! This was in addition to the brand’s existing engine warranty.
 
Impact: Since the program has been in-market, recipients of cash payouts have spanned North America. To drive impact, PR outreach efforts have accompanied each recipient. The Quaker State Cash Back Program campaign to-date has generated a total of more than 1,000 stories and over 44 million media impressions. Leveraging an integrated approach from in-store signage, to national promotions, along with PR support throughout and a call for consumer registration through Quaker State’s various social channels, consumers enrolling in the program increased 20 percent in comparison to the brand’s previous warranty initiative enrollment numbers.

Loyal Consumers Cash in With Quaker State Cash Back Program

Issue: Quaker State has been helping North American drivers get the most out of their vehicle’s engine since their first quart of motor oil hit the shelf almost 100 years ago. With the brand’s positioning focusing on a strong mechanical protection claim position over the past few years, Quaker State knew it needed to create a more emotional connection to the millions of consumers believing in the product offering. To do so, Quaker State tasked Coyne PR to develop a program to take consumers’ brand loyalty to the next level.
 
Idea: To honor currently loyal Quaker State users and potentially entice a broader audience, Coyne PR and Quaker State developed a comprehensive integrated marketing program: the Quaker State Cash Back Program. With implementation rolling out, the initiative called for consumers to enroll their vehicle(s) into the program before the odometer reads 75,000 miles.  If all manufacturer-recommended maintenance is completed and all regularly scheduled oil changes were completed with Quaker State from 75,000 miles to 300,000, the driver would receive a check for the market value of their vehicle, plus keep the car – a true bonus! This was in addition to the brand’s existing engine warranty.
 
Impact: Since the program has been in-market, recipients of cash payouts have spanned North America. To drive impact, PR outreach efforts have accompanied each recipient. The Quaker State Cash Back Program campaign to-date has generated a total of more than 1,000 stories and over 44 million media impressions. Leveraging an integrated approach from in-store signage, to national promotions, along with PR support throughout and a call for consumer registration through Quaker State’s various social channels, consumers enrolling in the program increased 20 percent in comparison to the brand’s previous warranty initiative enrollment numbers.

Simon School of Business at the University of Rochester

Issue: The Simon School of Business at the University of Rochester enlisted Coyne PR to drive media attendance and awareness for their annual financial conference in New York City.

Idea: Coyne PR leveraged high-caliber speakers like Charles Plosser, Philadelphia Federal Reserve President, and Steve Forbes, CEO Forbes Media, along with the conference subject matter and major financial news trends, like the national debt crisis, to build awareness and create excitement for the annual conference. Media members were also given the exclusive one-on-one interview opportunities with key speakers and Simon thought leaders.

Impact: Coyne secured 16 media attendees resulting in 60 total stories and over 150 million media impressions with top placements and multiple articles appearing from Dow Jones Newswires, The Wall Street Journal, Reuters, Bloomberg News, as well as MSN Money and MarketWatch.

Shining in NYC

Issue: The Simon School of Business at the University of Rochester enlisted Coyne PR to drive media attendance and awareness for their annual financial conference in New York City.

Idea: Coyne PR leveraged high-caliber speakers like Charles Plosser, Philadelphia Federal Reserve President, and Steve Forbes, CEO Forbes Media, along with the conference subject matter and major financial news trends, like the national debt crisis, to build awareness and create excitement for the annual conference. Media members were also given the exclusive one-on-one interview opportunities with key speakers and Simon thought leaders.

Impact: Coyne secured 16 media attendees resulting in 60 total stories and over 150 million media impressions with top placements and multiple articles appearing from Dow Jones Newswires, The Wall Street Journal, Reuters, Bloomberg News, as well as MSN Money and MarketWatch.

Casio

Issue: Casio America, Inc. looked to Coyne Public Relations to showcase the technology and innovation behind G-SHOCK’s newest line up amid the official Shock the World 30th Anniversary event featuring EMINEM.

Idea: To ensure that celebrity talent at the event did not upstage the technology and innovation behind the newest G-SHOCK timepieces, Coyne PR created a series of media moments leading up to, during and following the 30th Anniversary event to draw media in and capture their interest. Pre-event interviews were conducted with key technology media influencers to delve into the evolution of G-SHOCK’s technology and the overall brand. For the launch event itself, Coyne PR targeted technology, fashion, lifestyle, luxury, sports and watch trade media to reach a broad, nationwide consumer audience. Finally, the team continued extensive outreach with key technology and trade media following the event to sustain momentum for the new lineup.

Impact: Coyne PR shocked with its technology media results for Casio.  Of the more than 700 placements and 370 million impressions, coverage in key tech outlets like TechCrunch and WIRED spread like wildfire and were picked up by more than 100 outlets. Other key technology placements included CNET, Ubergizmo, International Watch, ChipChick, A Blog to Watch, and many more.

Celebrating G-Shock's 30th Anniversary

Issue: Casio America, Inc. looked to Coyne Public Relations to showcase the technology and innovation behind G-SHOCK’s newest line up amid the official Shock the World 30th Anniversary event featuring EMINEM.

Idea: To ensure that celebrity talent at the event did not upstage the technology and innovation behind the newest G-SHOCK timepieces, Coyne PR created a series of media moments leading up to, during and following the 30th Anniversary event to draw media in and capture their interest. Pre-event interviews were conducted with key technology media influencers to delve into the evolution of G-SHOCK’s technology and the overall brand. For the launch event itself, Coyne PR targeted technology, fashion, lifestyle, luxury, sports and watch trade media to reach a broad, nationwide consumer audience. Finally, the team continued extensive outreach with key technology and trade media following the event to sustain momentum for the new lineup.

Impact: Coyne PR shocked with its technology media results for Casio.  Of the more than 700 placements and 370 million impressions, coverage in key tech outlets like TechCrunch and WIRED spread like wildfire and were picked up by more than 100 outlets. Other key technology placements included CNET, Ubergizmo, International Watch, ChipChick, A Blog to Watch, and many more.

Meow Mix Cat Food

Issue: Meow Mix asked Coyne PR to help reintroduce the world to the iconic Meow Mix jingle, which was returning to television after a 16-year hiatus.  

Idea: An entire generation has grown up without hearing the famed “meow, meow, meow, meow” lyrics, so to make a splash, Coyne PR turned to pop culture for its inspiration.  The Voice’s CeeLo Green and his Persian cat Purrfect signed on to remix the new jingle and help raise money for cats in need along the way.

Impact: In just the first four days, the campaign generated more than 190 million media impressions, with highlights including Access Hollywood, Associated Press, Yahoo! Music, MSN Entertainment, “Today Show” ‘Animal Tracks’ blog, and was featured on the season finale of The Voice.  The remix was downloaded more than 10,000 times in less than a week.

A Purr-fect Fit with CeeLo Green

Issue: Meow Mix asked Coyne PR to help reintroduce the world to the iconic Meow Mix jingle, which was returning to television after a 16-year hiatus.  

Idea: An entire generation has grown up without hearing the famed “meow, meow, meow, meow” lyrics, so to make a splash, Coyne PR turned to pop culture for its inspiration.  The Voice’s CeeLo Green and his Persian cat Purrfect signed on to remix the new jingle and help raise money for cats in need along the way.

Impact: In just the first four days, the campaign generated more than 190 million media impressions, with highlights including Access Hollywood, Associated Press, Yahoo! Music, MSN Entertainment, “Today Show” ‘Animal Tracks’ blog, and was featured on the season finale of The Voice.  The remix was downloaded more than 10,000 times in less than a week.

Pennzoil

Issue: Pennzoil looked to Coyne to continue their number one postion as the most trusted motor oil brand in America during the shift in their Consumer Value Proposition (CVP), shifting from a reliance on technical superiority messaging in its marketing efforts to a much more emotional space, conveying the love of the car and the freedom it provides consumers. The switch was being made to engage more closely with its potential consumers.

 

Idea: Coyne recommended focusing on the positive attributes of the car and driving, i.e. freedom, self-expression and independence, with the military providing a good opportunity to bring this to life through many integrated marketing opportunities. The campaign kicked off in March with the announcement of the Paralyzed Veterans of America partnership. There were three more key periods of PR activation throughout the year; the kick-off of a national promotion; a veterans search; and, finally, the awarding of three retrofitted vehicles on Veterans Day at Phoenix International Raceway.

 

Impact: Coyne’s outreach further extended its relationships with military and motorsports media, securing more than 450 stories and more than 375 broadcast segments that generated over 400 million impressions. Most important to Pennzoil, and the future of the relationship with PVA, was the response that Pennzoil received from customers during the activation, with five additional national retail chains signing on for the next year, allowing even more vehicles and money to be donated.

Cause Relations Boost Motor Oil Interest

Issue: Pennzoil looked to Coyne to continue their number one postion as the most trusted motor oil brand in America during the shift in their Consumer Value Proposition (CVP), shifting from a reliance on technical superiority messaging in its marketing efforts to a much more emotional space, conveying the love of the car and the freedom it provides consumers. The switch was being made to engage more closely with its potential consumers.

 

Idea: Coyne recommended focusing on the positive attributes of the car and driving, i.e. freedom, self-expression and independence, with the military providing a good opportunity to bring this to life through many integrated marketing opportunities. The campaign kicked off in March with the announcement of the Paralyzed Veterans of America partnership. There were three more key periods of PR activation throughout the year; the kick-off of a national promotion; a veterans search; and, finally, the awarding of three retrofitted vehicles on Veterans Day at Phoenix International Raceway.

 

Impact: Coyne’s outreach further extended its relationships with military and motorsports media, securing more than 450 stories and more than 375 broadcast segments that generated over 400 million impressions. Most important to Pennzoil, and the future of the relationship with PVA, was the response that Pennzoil received from customers during the activation, with five additional national retail chains signing on for the next year, allowing even more vehicles and money to be donated.

Del Monte

Issue: Del Monte Foods has a strong portfolio of canned fruits, vegetables and tomatoes with a big challenge - consumer preference for canned fruits and vegetables is well behind that of fresh and frozen.  Del Monte turned to Coyne to help elevate the message of the brand’s quality and freshness.

Idea: Coyne PR stocked the shelves with a strategic media plan to help support the launch of the brand’s new Bursting with Life marketing campaign – the largest brand campaign in a decade.  Additional initiatives included new product launches across the brand portfolio, consumer promotions to drive the company’s recipe strategy, and  a back to school program in support of Del Monte squeezers.

Impact:  A widespread AP article led the nationwide coverage for the Bursting with Life campaign, followed by bushels of placements in newspapers, online publications and consumer blogs to help highlight their ongoing consumer promotions and new product launches.

Elevating Brand Perception

Issue: Del Monte Foods has a strong portfolio of canned fruits, vegetables and tomatoes with a big challenge - consumer preference for canned fruits and vegetables is well behind that of fresh and frozen.  Del Monte turned to Coyne to help elevate the message of the brand’s quality and freshness.

Idea: Coyne PR stocked the shelves with a strategic media plan to help support the launch of the brand’s new Bursting with Life marketing campaign – the largest brand campaign in a decade.  Additional initiatives included new product launches across the brand portfolio, consumer promotions to drive the company’s recipe strategy, and  a back to school program in support of Del Monte squeezers.

Impact:  A widespread AP article led the nationwide coverage for the Bursting with Life campaign, followed by bushels of placements in newspapers, online publications and consumer blogs to help highlight their ongoing consumer promotions and new product launches.

Johnson at Cornell University

Issue: The Samuel Curtis Johnson Graduate School of Management at Cornell University turned to Coyne PR to announce the hiring of Soumitra Dutta, a professor currently stationed at INSEAD in France, as the next dean of the Graduate School of Business. With this appointment, Johnson became the first major U.S. business school to hire a dean from a business school outside of the country, the school needed Coyne generate a buzz of international importance.

Idea: Coyne PR developed an international press list comprising reporters and editors from around the globe including the UK and India – which were particular targets. In addition, Coyne PR contracted with a top-flight video broadcasting firm in France, and developed a Social Media Press Release (SMPR) featuring a series of video commentaries by the new dean. The team even went as far as to leave “teaser” messages on top-tier reporters’ answering machines to secure interviews, and crammed in a few weekend hours to ensure global coverage of this historic appointment.

Impact: Coyne PR exceeded the client’s expectations by securing over 250 placements with stories appearing in The Wall Street Journal, Bloomberg, Businessweek, and Fortune. Over 25 International outlets picked up the story including Financial Times, International Herald Tribune, Times Higher Education (UK Pub), MSN India and The Economic Times of India.

International Media Reach

Issue: The Samuel Curtis Johnson Graduate School of Management at Cornell University turned to Coyne PR to announce the hiring of Soumitra Dutta, a professor currently stationed at INSEAD in France, as the next dean of the Graduate School of Business. With this appointment, Johnson became the first major U.S. business school to hire a dean from a business school outside of the country, the school needed Coyne generate a buzz of international importance.

Idea: Coyne PR developed an international press list comprising reporters and editors from around the globe including the UK and India – which were particular targets. In addition, Coyne PR contracted with a top-flight video broadcasting firm in France, and developed a Social Media Press Release (SMPR) featuring a series of video commentaries by the new dean. The team even went as far as to leave “teaser” messages on top-tier reporters’ answering machines to secure interviews, and crammed in a few weekend hours to ensure global coverage of this historic appointment.

Impact: Coyne PR exceeded the client’s expectations by securing over 250 placements with stories appearing in The Wall Street Journal, Bloomberg, Businessweek, and Fortune. Over 25 International outlets picked up the story including Financial Times, International Herald Tribune, Times Higher Education (UK Pub), MSN India and The Economic Times of India.

ChapStick®

Issue: Coyne was handed the mic to launch ChapStick’s limited edition Cupcake Creations flavors and propel the brand into unexpected territory through a music-focused initiative called the ChapStick Sessions.

Idea: The Coyne team made the ChapStick sessions “sing” by forging a strategic relationship with Music Empowers, a charitable organization to support the advancement of music. At an exclusive acoustic concert promoting up-and-coming talent, including Emeli Sandé and Skylar Grey, a live feed of the concert allowed Chapstick fans all over the globe to experience it firsthand. Media, influencers and select consumers were amongst the first to sample the new lip-loving flavors, which were later sent to media around the country to bake up additional hits for the brand.

Impact: The ChapStick® Sessions program and flavor launch hit a high note and Coynerecorded more than 1,450 media placements, totaling nearly 470 million impressions, including Yahoo’s OMG!, “Entertainment Tonight” online, USA Today Pop Candy, Star magazine and “Good Morning America” online. More than 314,000 individuals logged on to watch the ChapStick® Sessions concert live stream and during the month of promotions around the intiative, ChapStick® saw an unprecedented 9.6 percent growth.

Singing the Praises of ChapStick® Sessions and New Cupcake Creations

Issue: Coyne was handed the mic to launch ChapStick’s limited edition Cupcake Creations flavors and propel the brand into unexpected territory through a music-focused initiative called the ChapStick Sessions.

Idea: The Coyne team made the ChapStick sessions “sing” by forging a strategic relationship with Music Empowers, a charitable organization to support the advancement of music. At an exclusive acoustic concert promoting up-and-coming talent, including Emeli Sandé and Skylar Grey, a live feed of the concert allowed Chapstick fans all over the globe to experience it firsthand. Media, influencers and select consumers were amongst the first to sample the new lip-loving flavors, which were later sent to media around the country to bake up additional hits for the brand.

Impact: The ChapStick® Sessions program and flavor launch hit a high note and Coynerecorded more than 1,450 media placements, totaling nearly 470 million impressions, including Yahoo’s OMG!, “Entertainment Tonight” online, USA Today Pop Candy, Star magazine and “Good Morning America” online. More than 314,000 individuals logged on to watch the ChapStick® Sessions concert live stream and during the month of promotions around the intiative, ChapStick® saw an unprecedented 9.6 percent growth.

Eggland's Best

Issue: Eggland’s Best (EB), the No. 1 branded egg in the U.S., was looking to elevate awareness and trial, as well as deliver the message of superior nutrition, quality and taste, compared to ordinary eggs.

Idea: Hatching a media strategy that would expand to top-tier outlets, social media and nutrition influencers, Coyne PR developed targeted pitches that focused on food and nutrition trends, as well as timely news topics. 

Impact: By putting their eggs in multiple baskets, year after year Coyne PR is able to secure more brand mentions in key outlets such as, “Late Night With Jimmy Fallon,” Men’s Fitness, Women’s Health, Health, Fitbie.com, Prevention, Family Circle, Huffington Post Food, and “FOX News Live.”

Better Taste. Better Nutrition. Better Eggs.

Issue: Eggland’s Best (EB), the No. 1 branded egg in the U.S., was looking to elevate awareness and trial, as well as deliver the message of superior nutrition, quality and taste, compared to ordinary eggs.

Idea: Hatching a media strategy that would expand to top-tier outlets, social media and nutrition influencers, Coyne PR developed targeted pitches that focused on food and nutrition trends, as well as timely news topics. 

Impact: By putting their eggs in multiple baskets, year after year Coyne PR is able to secure more brand mentions in key outlets such as, “Late Night With Jimmy Fallon,” Men’s Fitness, Women’s Health, Health, Fitbie.com, Prevention, Family Circle, Huffington Post Food, and “FOX News Live.”

Children's Advil

Issue: Children’s Advil turned to Coyne PR to create an aggressive, high impact, and quickly executable media campaign at a time when competitors were off shelf that not only established the brand as the authority on fever relief by keeping fevers down for 8-hours, but was truly sustainable throughout the cold and flu season.

Idea: Coyne PR created the “8-Hour Fever Relief” program, a multi-tier, branded initiative to confront confidence issues parents have in dealing with fevers, while providing them with the guidance they need to help kids get back to feeling like kids again.  The crux of the campaign was centered on new national data from parents and pediatricians to establish the issue and set the stage for Children’s Advil as a fever relief authority. 

Impact: The Children’s Advil “8-Hour Fever Relief” program enhanced online and offline conversation, generating more than 300 million media impressions.  The brand’s market share grew by 11% in just six weeks, from 15.1 to 16.8 and elevated the brand to “#1 selling” status in the category to a full year of retail sales.  Additionally, the PR campaign helped drive the brand’s highest factory sales month ever and contributed to the brand more than doubling factory sales versus the year prior. 

Dose of Fever Relief for Parents

Issue: Children’s Advil turned to Coyne PR to create an aggressive, high impact, and quickly executable media campaign at a time when competitors were off shelf that not only established the brand as the authority on fever relief by keeping fevers down for 8-hours, but was truly sustainable throughout the cold and flu season.

Idea: Coyne PR created the “8-Hour Fever Relief” program, a multi-tier, branded initiative to confront confidence issues parents have in dealing with fevers, while providing them with the guidance they need to help kids get back to feeling like kids again.  The crux of the campaign was centered on new national data from parents and pediatricians to establish the issue and set the stage for Children’s Advil as a fever relief authority. 

Impact: The Children’s Advil “8-Hour Fever Relief” program enhanced online and offline conversation, generating more than 300 million media impressions.  The brand’s market share grew by 11% in just six weeks, from 15.1 to 16.8 and elevated the brand to “#1 selling” status in the category to a full year of retail sales.  Additionally, the PR campaign helped drive the brand’s highest factory sales month ever and contributed to the brand more than doubling factory sales versus the year prior. 

IMAX

Issue: Coyne Public Relations was tasked with generating brand awareness for IMAX and targeting new media entities in a creative way.

Idea: During the NFL draft, Coyne Public Relations took notice of first round draft pick Ziggy Ansah’s realD 3D glasses and capitalized on the fashion statement and the IMAX 3D connection. Coyne developed an offer letter to Ansah on behalf of IMAX to see all IMAX movies on behalf of the company for the next year and pitched the letter to key sports media.

Impact: In less than twenty-four hours, the offer letter generated more than 135 million impressions. Placements included coverage in major sports publications such as ESPN.com, NFL.com and Sports Illustrated. Other key placements included CBS Sports, NBC Sports, Detroit Free-Press online, MLive and several other major sports blogs.

Ziggy Ansah Receives IMAX 3D Offer

Issue: Coyne Public Relations was tasked with generating brand awareness for IMAX and targeting new media entities in a creative way.

Idea: During the NFL draft, Coyne Public Relations took notice of first round draft pick Ziggy Ansah’s realD 3D glasses and capitalized on the fashion statement and the IMAX 3D connection. Coyne developed an offer letter to Ansah on behalf of IMAX to see all IMAX movies on behalf of the company for the next year and pitched the letter to key sports media.

Impact: In less than twenty-four hours, the offer letter generated more than 135 million impressions. Placements included coverage in major sports publications such as ESPN.com, NFL.com and Sports Illustrated. Other key placements included CBS Sports, NBC Sports, Detroit Free-Press online, MLive and several other major sports blogs.

VTech

Issue: VTech challenged Coyne PR to generate buzz among with toy industry influencers and the tech community for the introduction of its newest and most innovative kid’s tablet – the InnoTab 3.

Idea:  Coyne coordinated a media launch breakfast at the Yotel Hotel in New York City that included the team transforming the event space into a VTech showroom, complete with signs and a display of VTech’s InnoTab product range and accessories.

Impact:  The event was well attended by numerous key tech media and industry influencers, including Consumer Reports, Engadget and ChipChick.

InnoTab 3 Media Event

Issue: VTech challenged Coyne PR to generate buzz among with toy industry influencers and the tech community for the introduction of its newest and most innovative kid’s tablet – the InnoTab 3.

Idea:  Coyne coordinated a media launch breakfast at the Yotel Hotel in New York City that included the team transforming the event space into a VTech showroom, complete with signs and a display of VTech’s InnoTab product range and accessories.

Impact:  The event was well attended by numerous key tech media and industry influencers, including Consumer Reports, Engadget and ChipChick.

Canine Assistants

Issue: Canine Assistants is a non-profit organization that provides service dogs to children and adults with physical disabilities.  In order to provide more dogs to people in need, the organization looked to Coyne PR to increase awareness and motivate people to donate.  Additionally, Canine Assistants founder, Jennifer Arnold, was looking to establish herself as a pet expert in order to give the organization a greater voice within the industry.

Idea:  Coyne PR developed a comprehensive media strategy for Canine Assistants which included opportunistic, proactive and reactive media outreach throughout the year. Coyne utilized the resources of Canine Assistants, including positioning founder and executive director Jennifer Arnold as an expert in the animal community, as well as focused local market attention on the Canine Assistants recipients.  In addition, Coyne leveraged the organization’s 20th anniversary to encourage media outlets to highlight the charity. 

Impact: The organization was highlighted on the “Making a Difference” segment on NBC Nightly news with Brian Williams. Interviews with founder Jennifer Arnold and a recipient’s family were highlighted throughout the segment. Following the airing, Canine Assistants received more than $60,000 in donations that were traced back to the “Nightly News” segment – more than they have ever received in a single day. Additionally, Jennifer Arnold was featured on the White House blog as a woman making a difference in America.

Making a Difference

Issue: Canine Assistants is a non-profit organization that provides service dogs to children and adults with physical disabilities.  In order to provide more dogs to people in need, the organization looked to Coyne PR to increase awareness and motivate people to donate.  Additionally, Canine Assistants founder, Jennifer Arnold, was looking to establish herself as a pet expert in order to give the organization a greater voice within the industry.

Idea:  Coyne PR developed a comprehensive media strategy for Canine Assistants which included opportunistic, proactive and reactive media outreach throughout the year. Coyne utilized the resources of Canine Assistants, including positioning founder and executive director Jennifer Arnold as an expert in the animal community, as well as focused local market attention on the Canine Assistants recipients.  In addition, Coyne leveraged the organization’s 20th anniversary to encourage media outlets to highlight the charity. 

Impact: The organization was highlighted on the “Making a Difference” segment on NBC Nightly news with Brian Williams. Interviews with founder Jennifer Arnold and a recipient’s family were highlighted throughout the segment. Following the airing, Canine Assistants received more than $60,000 in donations that were traced back to the “Nightly News” segment – more than they have ever received in a single day. Additionally, Jennifer Arnold was featured on the White House blog as a woman making a difference in America.

IMAX

Issue: IMAX challenged Coyne PR to generate buzz among the tech community for the introduction of the IMAX Private Theatre.

Idea: Following a previously secured Wall Street Journal story, Coyne conducted an aggressive media outreach campaign targeting key consumer and trade media outlets.  

Impact: In one week, the campaign resulted in more than 25 stories resulting in more than 33 million impressions.

The World's Most Immersive Entertainment Experience Goes Home

Issue: IMAX challenged Coyne PR to generate buzz among the tech community for the introduction of the IMAX Private Theatre.

Idea: Following a previously secured Wall Street Journal story, Coyne conducted an aggressive media outreach campaign targeting key consumer and trade media outlets.  

Impact: In one week, the campaign resulted in more than 25 stories resulting in more than 33 million impressions.

Shell Lubricants & the American Petroleum Institute

Issue: Shell Lubricants and The American Petroleum Institute (API) looked to Coyne to help design, develop and implement a campaign that would raise both consumer and trade awareness about the vital role high-quality motor oil plays in helping maximize engine life and performance.

Idea: Coyne designed, developed and launched a multi-channel plan designed to help influence all key constituencies, including a broad consumer outreach effort to engage consumers and prove to the industry that if they would support it, consumers would follow. The integrated plan combined PR, digital and social efforts through a strategy focused on sustaining momentum and peaking efforts when it made most sense for garnering maximum consumer attention. 

Impact: The MOM program is proving to be a welcome and effective consumer resource. Educational tools, developed as a result of our efforts, are influencing potential trade customers to take notice and consider MOM an important initiative that will help serve and grow their business. Ongoing PR efforts have driven more than 75 million impressions, while the blogger/influencer specific program added close to 12 million consumer impressions with thousands of retweets, hundreds of influencer blog posts and thousands of clicks to the social channels and MOM website. The search and paid efforts added more than 46 million impressions including close to 200,000 website views and more than a 500% increase in search engine directed visits. Social continues to gain momentum through our consistent content strategy and execution of strategic promotions with close to 13,000 likes, 38 million page impressions and nearly 3,000 Twitter followers.

Motor Oil Matters

Issue: Shell Lubricants and The American Petroleum Institute (API) looked to Coyne to help design, develop and implement a campaign that would raise both consumer and trade awareness about the vital role high-quality motor oil plays in helping maximize engine life and performance.

Idea: Coyne designed, developed and launched a multi-channel plan designed to help influence all key constituencies, including a broad consumer outreach effort to engage consumers and prove to the industry that if they would support it, consumers would follow. The integrated plan combined PR, digital and social efforts through a strategy focused on sustaining momentum and peaking efforts when it made most sense for garnering maximum consumer attention. 

Impact: The MOM program is proving to be a welcome and effective consumer resource. Educational tools, developed as a result of our efforts, are influencing potential trade customers to take notice and consider MOM an important initiative that will help serve and grow their business. Ongoing PR efforts have driven more than 75 million impressions, while the blogger/influencer specific program added close to 12 million consumer impressions with thousands of retweets, hundreds of influencer blog posts and thousands of clicks to the social channels and MOM website. The search and paid efforts added more than 46 million impressions including close to 200,000 website views and more than a 500% increase in search engine directed visits. Social continues to gain momentum through our consistent content strategy and execution of strategic promotions with close to 13,000 likes, 38 million page impressions and nearly 3,000 Twitter followers.

USA Today Sports Media Group

Issue:  The USA TODAY Sports Media Group, which encompasses more than 140 national and local media brands, as well as hundreds of digital sports verticals, has, since its inception in 2011, looked to Coyne PR for help in telling its ever-evolving business story.

Idea: After initially working with the Sports Media Group’s executive leadership team to remake the perception of the brand from one that is print-centric to one on the leading edge of mobile and digital innovation, Coyne now works closely with the USA TODAY Sports leadership team to strategize against initiatives and maximize industry communications efforts that target the advertising and media-buying communities. Coyne PR is also charged with supporting consumer PR efforts in support of major USA TODAY Sports sponsor platforms that include its Year In Sports program and the College Football Fan Index, among others.

Impact: Over its first year together, Coyne PR helped generate 198 trade stories—more than one story every two days—to help the USA TODAY Sports Media Group introduce itself to the marketplace, explain its strategy, and demonstrate the success of its mission, which culminated with a finalist nomination for Best in Digital Media from Sports Business Journal’s 2013 Sports Business Awards. Since then, USA TODAY Sports has become a permanent fixture among comScore’s top five digital sports properties every month, and has received awards from influential trade outlets Digiday, Cynopsis and Mobile Marketer.

Building a New Media Brand

Issue:  The USA TODAY Sports Media Group, which encompasses more than 140 national and local media brands, as well as hundreds of digital sports verticals, has, since its inception in 2011, looked to Coyne PR for help in telling its ever-evolving business story.

Idea: After initially working with the Sports Media Group’s executive leadership team to remake the perception of the brand from one that is print-centric to one on the leading edge of mobile and digital innovation, Coyne now works closely with the USA TODAY Sports leadership team to strategize against initiatives and maximize industry communications efforts that target the advertising and media-buying communities. Coyne PR is also charged with supporting consumer PR efforts in support of major USA TODAY Sports sponsor platforms that include its Year In Sports program and the College Football Fan Index, among others.

Impact: Over its first year together, Coyne PR helped generate 198 trade stories—more than one story every two days—to help the USA TODAY Sports Media Group introduce itself to the marketplace, explain its strategy, and demonstrate the success of its mission, which culminated with a finalist nomination for Best in Digital Media from Sports Business Journal’s 2013 Sports Business Awards. Since then, USA TODAY Sports has become a permanent fixture among comScore’s top five digital sports properties every month, and has received awards from influential trade outlets Digiday, Cynopsis and Mobile Marketer.

Johnson at Cornell University

Issue: One of the school’s great strengths is its Center for Sustainable Global Enterprise, which focuses on “The Great Convergence,” a concept which defines the intersection of clean technology and business development at the Base of the Pyramid (BoP). The BoP represents approximately 4 billion consumers with incomes below $3,000 per capita. The Johnson School tasked Coyne PR with educating the media about this extremely important topic, and competitively positioning the Johnson School among its peers.

Idea: The Cornell Global Forum on Sustainable Enterprise featured a roundtable discussion hosted by acclaimed interviewer and broadcast journalist Charlie Rose who led discussions with former vice president and Nobel laureate Al Gore, Fisk Johnson, CEO of SC Johnson, Ratan Tata, Chairman of the Tata Group, as well as key Johnson School luminaries. To create pre/post-event buzz, and reach social and traditional media outside of the greater New York City area, Coyne developed a social media press release (SMPR) which included videos, quotes from key speakers, and background materials on the Center for Sustainable Global Enterprise.

Impact: Coyne’s results were “out of this world” as it secured more than 110 placements, 44 of which represented top sustainability and business blogs.

Global Forum on Sustainable Enterprise

Issue: One of the school’s great strengths is its Center for Sustainable Global Enterprise, which focuses on “The Great Convergence,” a concept which defines the intersection of clean technology and business development at the Base of the Pyramid (BoP). The BoP represents approximately 4 billion consumers with incomes below $3,000 per capita. The Johnson School tasked Coyne PR with educating the media about this extremely important topic, and competitively positioning the Johnson School among its peers.

Idea: The Cornell Global Forum on Sustainable Enterprise featured a roundtable discussion hosted by acclaimed interviewer and broadcast journalist Charlie Rose who led discussions with former vice president and Nobel laureate Al Gore, Fisk Johnson, CEO of SC Johnson, Ratan Tata, Chairman of the Tata Group, as well as key Johnson School luminaries. To create pre/post-event buzz, and reach social and traditional media outside of the greater New York City area, Coyne developed a social media press release (SMPR) which included videos, quotes from key speakers, and background materials on the Center for Sustainable Global Enterprise.

Impact: Coyne’s results were “out of this world” as it secured more than 110 placements, 44 of which represented top sustainability and business blogs.

Simon School of Business at the University of Rochester

Issue: The Simon School of Business at the University of Rochester was traditionally underscored when competing for media attention against larger, well-known business schools. Simon tasked Coyne with raising the brand visibility of the school, positioning the faculty as representatives of the Simon School through promoting faculty research and thought leadership, and generating a greater national media presence.

Idea: Coyne developed a news bureau that matched key professor expertise with leading beat reporters in a variety of industries, such as economics, marketing, and healthcare. The team pitched faculty expertise as a resource for interviews based on daily news trends, in conjunction with pursuing mentions of the institutions full title – the Simon Graduate School of Business at the University of Rochester.

Impact: Coyne secured a total of 498 stories for the Simon School, 377 total stories in the media citing Simon faculty (98 percent of faculty mentions included the Simon School name) and a total of 85 placements in top-tier media in 2012 including: The Wall Street Journal, The New York Times, USA Today, U.S. News & World Report, Bloomberg Businessweek, Reuters, The Economist, and Forbes among others. As a comparison, in 2010 only 30 percent of faculty mentions included the Simon School name and the other 70 percent of faculty media coverage had no school attributions at all.

Shining the Spotlight on a World-Class Institution

Issue: The Simon School of Business at the University of Rochester was traditionally underscored when competing for media attention against larger, well-known business schools. Simon tasked Coyne with raising the brand visibility of the school, positioning the faculty as representatives of the Simon School through promoting faculty research and thought leadership, and generating a greater national media presence.

Idea: Coyne developed a news bureau that matched key professor expertise with leading beat reporters in a variety of industries, such as economics, marketing, and healthcare. The team pitched faculty expertise as a resource for interviews based on daily news trends, in conjunction with pursuing mentions of the institutions full title – the Simon Graduate School of Business at the University of Rochester.

Impact: Coyne secured a total of 498 stories for the Simon School, 377 total stories in the media citing Simon faculty (98 percent of faculty mentions included the Simon School name) and a total of 85 placements in top-tier media in 2012 including: The Wall Street Journal, The New York Times, USA Today, U.S. News & World Report, Bloomberg Businessweek, Reuters, The Economist, and Forbes among others. As a comparison, in 2010 only 30 percent of faculty mentions included the Simon School name and the other 70 percent of faculty media coverage had no school attributions at all.

Toys "R" Us

Issue: Since 2006, Coyne PR has had the opportunity to play a strategic role as part of the Toys“R”Us PR team. The team has worked tirelessly to help Toys“R”Us solidify its reputation with its customers as a trusted source on all things toy-related, while furthering its market position as the toy authority. 

Idea: Coyne PR has been called upon to support multiple high-profile initiatives on behalf of Toys“R”Us, including the partnership with the Marine Toys For Tots Foundation, Black Friday, the Toy Guide for Differently-Abled Kids, the Toys“R”Us Children’s Fund Gala, Halloween, hot toy trends and executive announcements.  Outreach for each initiative targeted consumer and business focused media, including national and local print and broadcast outlets.

Impact: Over the years, Coyne PR has generated outstanding results on behalf of Toys“R”Us, with company executives and spokespeople having been prominently featured in various national media outlets including USA Today, The New York Times, “Good Morning America," “CBS Early Show," CNN, Fox News Channel, Bloomberg, Reuters, and The Associated Press, among others. 

Solidifying the Brand's Reputation

Issue: Since 2006, Coyne PR has had the opportunity to play a strategic role as part of the Toys“R”Us PR team. The team has worked tirelessly to help Toys“R”Us solidify its reputation with its customers as a trusted source on all things toy-related, while furthering its market position as the toy authority. 

Idea: Coyne PR has been called upon to support multiple high-profile initiatives on behalf of Toys“R”Us, including the partnership with the Marine Toys For Tots Foundation, Black Friday, the Toy Guide for Differently-Abled Kids, the Toys“R”Us Children’s Fund Gala, Halloween, hot toy trends and executive announcements.  Outreach for each initiative targeted consumer and business focused media, including national and local print and broadcast outlets.

Impact: Over the years, Coyne PR has generated outstanding results on behalf of Toys“R”Us, with company executives and spokespeople having been prominently featured in various national media outlets including USA Today, The New York Times, “Good Morning America," “CBS Early Show," CNN, Fox News Channel, Bloomberg, Reuters, and The Associated Press, among others. 

David's Bridal

Issue: David’s Bridal, the nation’s leading bridal retailer, has long been regarded for its wide assortment of gorgeous gowns at reasonable prices. To create celebrity association and cache, Coyne PR took the brand off the “aisle” and onto the red carpet, highlighting its impressive selection for celebrity looks for less.

Idea: Preceding the Oscars red carpet event, the team pinpointed David’s Bridal offerings that epitomized the celebrity, high-profile fashions and with aggressive proactive and reactive pitching, together with David’s internal team, Coyne PR helped elevate David’s Bridal standing as a premiere bridal resource into an all-occasion, affordable fashion and design house.                 

Impact: Coyne PR proved instrumental in facilitating this initiative by securing spots on Wall Street Journal’s online “Lunch Break Live” video feed and a national “Today Show” style segment moderated by lifestyle expert and regular on-air contributor, Liza Bychkov. Coyne’s attentive counsel before, during and after the Oscars also helped book auxiliary spots on E! News, Inside Edition and The Insider, along with placement on top news sites including CocoPerez.com and Glamour.com. 

Creating Clout with Looks for Less

Issue: David’s Bridal, the nation’s leading bridal retailer, has long been regarded for its wide assortment of gorgeous gowns at reasonable prices. To create celebrity association and cache, Coyne PR took the brand off the “aisle” and onto the red carpet, highlighting its impressive selection for celebrity looks for less.

Idea: Preceding the Oscars red carpet event, the team pinpointed David’s Bridal offerings that epitomized the celebrity, high-profile fashions and with aggressive proactive and reactive pitching, together with David’s internal team, Coyne PR helped elevate David’s Bridal standing as a premiere bridal resource into an all-occasion, affordable fashion and design house.                 

Impact: Coyne PR proved instrumental in facilitating this initiative by securing spots on Wall Street Journal’s online “Lunch Break Live” video feed and a national “Today Show” style segment moderated by lifestyle expert and regular on-air contributor, Liza Bychkov. Coyne’s attentive counsel before, during and after the Oscars also helped book auxiliary spots on E! News, Inside Edition and The Insider, along with placement on top news sites including CocoPerez.com and Glamour.com. 

Express Scripts

Issue: Express Scripts (formerly Medco) tapped Coyne PR to drive brand visibility and leadership in the crowded national healthcare conversation on the issues affecting prescription drug costs and care.

Idea: The strategy leveraged Express Scripts data to create a series of proprietary branded research reports on high profile prescription drug topics such as drug costs, personalized medicine, chronic disease, behavioral health and pediatric medication trends.  The reports were released to media and supported with strategic partnerships with key third-party organizations including clients, clinical organizations such as the American Academy of Pediatrics, and consumer advocacy groups such as the National Consumers League.
 
Impact: The campaign delivered more than 1 billion media impressions annually, increased media favorability and helped drive positive customer satisfaction to more than 90 percent.

Leveraging Data to Drive B-to-B Brand Leadership

Issue: Express Scripts (formerly Medco) tapped Coyne PR to drive brand visibility and leadership in the crowded national healthcare conversation on the issues affecting prescription drug costs and care.

Idea: The strategy leveraged Express Scripts data to create a series of proprietary branded research reports on high profile prescription drug topics such as drug costs, personalized medicine, chronic disease, behavioral health and pediatric medication trends.  The reports were released to media and supported with strategic partnerships with key third-party organizations including clients, clinical organizations such as the American Academy of Pediatrics, and consumer advocacy groups such as the National Consumers League.
 
Impact: The campaign delivered more than 1 billion media impressions annually, increased media favorability and helped drive positive customer satisfaction to more than 90 percent.

Casio

Issue: The Casio Timepiece Division enlisted Coyne PR to turn Casio’s traditional trade show atmosphere and celebratory event into a media frenzy exciting enough to stop a clock!

Idea: Coyne PR leveraged Casio timepiece experts, brand ambassadors and Baby-G watch designer Ke$ha to create excitement for the “Tik Tok” singers involvement with the brand. Media members were given special attention and “behind-the-scenes” exclusive at a “timeless” event concluding with a rousing concert by Ke$ha, attended by hundreds of “watchful” media VIPs. 

Impact: The coverage included 208 stories, with an impression rate of 327 million and an advertising value of $15 million in top media outlets including MTV, Women’s Wear Daily, AOL StyleList, NYLON Online, OK! Weekly, Star, ELLE Online, New York Daily News and many more!

 

Ke$ha Shocks the World

Issue: The Casio Timepiece Division enlisted Coyne PR to turn Casio’s traditional trade show atmosphere and celebratory event into a media frenzy exciting enough to stop a clock!

Idea: Coyne PR leveraged Casio timepiece experts, brand ambassadors and Baby-G watch designer Ke$ha to create excitement for the “Tik Tok” singers involvement with the brand. Media members were given special attention and “behind-the-scenes” exclusive at a “timeless” event concluding with a rousing concert by Ke$ha, attended by hundreds of “watchful” media VIPs. 

Impact: The coverage included 208 stories, with an impression rate of 327 million and an advertising value of $15 million in top media outlets including MTV, Women’s Wear Daily, AOL StyleList, NYLON Online, OK! Weekly, Star, ELLE Online, New York Daily News and many more!

 

UPS

Issue: UPS has a mature sustainability program spanning its global operations. With the UPS investment in sustainability increasing, the company sought assistance from Coyne PR with conception, development and execution of a PR strategy to maximize the business and visibility of UPS’ global sustainability efforts in the marketplace, environment, workplace and community.

Idea: Coyne’s objective was to create a community of UPS sustainability advocates and elevate the company as a global leader in the eyes of customers, consumers, sustainability experts, NGOs and governmental organizations. Coyne leveraged the UPS Sustainability Report for thought leadership opportunities and created a News Bureau to pursue proactive and reactive editorial opportunities. Coyne also activated creative thinking to promote UPS’ sustainability achievements in key digital and social media.

Impact: In less than two months, Coyne successfully placed bylined articles with Reuters, CR Magazine, NGTNews.com, Solar Industry Magazine, Biofuels Journal and The Work Style Magazine.  Coyne also arranged interviews with key UPS sustainability experts in the Clean Energy Report and with numerous mainstream media environmental reporters to plug experts into hot button issues to stay ahead of the news curve. 

Sustainability as a Core Competency

Issue: UPS has a mature sustainability program spanning its global operations. With the UPS investment in sustainability increasing, the company sought assistance from Coyne PR with conception, development and execution of a PR strategy to maximize the business and visibility of UPS’ global sustainability efforts in the marketplace, environment, workplace and community.

Idea: Coyne’s objective was to create a community of UPS sustainability advocates and elevate the company as a global leader in the eyes of customers, consumers, sustainability experts, NGOs and governmental organizations. Coyne leveraged the UPS Sustainability Report for thought leadership opportunities and created a News Bureau to pursue proactive and reactive editorial opportunities. Coyne also activated creative thinking to promote UPS’ sustainability achievements in key digital and social media.

Impact: In less than two months, Coyne successfully placed bylined articles with Reuters, CR Magazine, NGTNews.com, Solar Industry Magazine, Biofuels Journal and The Work Style Magazine.  Coyne also arranged interviews with key UPS sustainability experts in the Clean Energy Report and with numerous mainstream media environmental reporters to plug experts into hot button issues to stay ahead of the news curve. 

Shell Lubricants

Issue: In years past, Shell traditionally focused on English speaking consumers in North America, ignoring one of the fastest growing demographics in the country – the Hispanic market. Recognition of a previously untapped market would prove beneficial to Shell’s overall activity within the Hispanic marketplace and open a door to influence this consumer group through public relations.

Idea: Coyne PR structured a strategic partnership, which included Oscar De La Hoya’s Golden Boy Promotions and three-time NHRA champion Tony Pedregon. Highlights included an exclusive media technology day held at the Shell Research and Development facility, a day at the NHRA races hosted by Shell technical experts and champion driver Tony Pedregon, and an exclusive behind the scenes look at Shell’s sponsorship with Golden Boy Promotions boxing matches. 

Impact: The Shell Hispanic initiative generated media interviews and stories from top influential outlets such as DUB, Latino Perspectives, Lowrider, RIDES, Latinos on Wheels, impre Media and Automundo.  All stories positioned Shell as leaders and important influencers to the Hispanic audience with more than 160 stories and 6.3 million consumer impressions.

Hispanic Initiative

Issue: In years past, Shell traditionally focused on English speaking consumers in North America, ignoring one of the fastest growing demographics in the country – the Hispanic market. Recognition of a previously untapped market would prove beneficial to Shell’s overall activity within the Hispanic marketplace and open a door to influence this consumer group through public relations.

Idea: Coyne PR structured a strategic partnership, which included Oscar De La Hoya’s Golden Boy Promotions and three-time NHRA champion Tony Pedregon. Highlights included an exclusive media technology day held at the Shell Research and Development facility, a day at the NHRA races hosted by Shell technical experts and champion driver Tony Pedregon, and an exclusive behind the scenes look at Shell’s sponsorship with Golden Boy Promotions boxing matches. 

Impact: The Shell Hispanic initiative generated media interviews and stories from top influential outlets such as DUB, Latino Perspectives, Lowrider, RIDES, Latinos on Wheels, impre Media and Automundo.  All stories positioned Shell as leaders and important influencers to the Hispanic audience with more than 160 stories and 6.3 million consumer impressions.

Red Robin Gourmet Burgers

Issue: Red Robin Gourmet Burgers, one of America’s top casual dining chains, turned to Coyne PR with a renewed focus on bringing younger adults back to the brand, without alienating its loyal family audience.

Idea: With menu items such as Warm Pretzel Bites, St. Louis Butter Cake and the Oktoberfest Milkshake, Coyne PR targeted the new Oktoberfest menu as a chance to remind families of the great offerings and renew conversations with the young adults. Made with Samuel Adams Octoberfest draft, soft serve vanilla ice cream, vanilla and caramel, the Octoberfest Milkshake not only became a media darling, but solved the epic food dilemma of whether to order a beer or a shake with your burger. 

Impact: From The Today Show to Fox News Online to Late Night with Jimmy Fallon, everyone was talking about the Beer Milkshake!  The campaign generated 72 million media impressions in one month, more than the brand had previously achieved for legacy programs in an entire year. 

Shaking Up Media

Issue: Red Robin Gourmet Burgers, one of America’s top casual dining chains, turned to Coyne PR with a renewed focus on bringing younger adults back to the brand, without alienating its loyal family audience.

Idea: With menu items such as Warm Pretzel Bites, St. Louis Butter Cake and the Oktoberfest Milkshake, Coyne PR targeted the new Oktoberfest menu as a chance to remind families of the great offerings and renew conversations with the young adults. Made with Samuel Adams Octoberfest draft, soft serve vanilla ice cream, vanilla and caramel, the Octoberfest Milkshake not only became a media darling, but solved the epic food dilemma of whether to order a beer or a shake with your burger. 

Impact: From The Today Show to Fox News Online to Late Night with Jimmy Fallon, everyone was talking about the Beer Milkshake!  The campaign generated 72 million media impressions in one month, more than the brand had previously achieved for legacy programs in an entire year. 

Humana

Issue: Humana, one of the nation’s largest health benefits companies, brought its innovative bike-sharing program – Freewheelin – to the Democratic and Republican National Conventions in to introduce the concept of bike-sharing. Specifically, Humana looked to Coyne PR to impress the concept of Freewheelin upon the Hispanic population to emphasize the importance of physical activity in fighting health conditions afflicting the Hispanic community.

Idea: Humana and Coyne PR organized and capitalized on a Hispanic ride event at the Democratic National Convention in Denver called ‘Freewheelin con La Raza.’ Six Hispanic legislators from Texas, more than 30 members of the Lone Star state’s delegation and former San Antonio mayor and U.S. Housing and Urban Development secretary Henry Cisneros led ‘Freewheelin con La Raza.’ Coyne helped organize the event, including a press conference and guided bike ride with the participants, coordinating B-roll production, satellite capabilities and photography and translating all outreach materials into Spanish. 

Impact: The event resulted in a television piece on Univision’s news show, “Noticiero Univision Colorado a las 5,” and various print and online placements including Dallas Morning News, Fort Worth Star-Telegram, La Prensa Hispana, La Voz, Nuevo Siglo, El Hispano News and Latino. Through this event, Coyne also helped Humana’s government relations executives forge a valuable relationship with influential Hispanic legislators.

Humana’s Bike-Sharing Message Gains Traction in Hispanic Community

Issue: Humana, one of the nation’s largest health benefits companies, brought its innovative bike-sharing program – Freewheelin – to the Democratic and Republican National Conventions in to introduce the concept of bike-sharing. Specifically, Humana looked to Coyne PR to impress the concept of Freewheelin upon the Hispanic population to emphasize the importance of physical activity in fighting health conditions afflicting the Hispanic community.

Idea: Humana and Coyne PR organized and capitalized on a Hispanic ride event at the Democratic National Convention in Denver called ‘Freewheelin con La Raza.’ Six Hispanic legislators from Texas, more than 30 members of the Lone Star state’s delegation and former San Antonio mayor and U.S. Housing and Urban Development secretary Henry Cisneros led ‘Freewheelin con La Raza.’ Coyne helped organize the event, including a press conference and guided bike ride with the participants, coordinating B-roll production, satellite capabilities and photography and translating all outreach materials into Spanish. 

Impact: The event resulted in a television piece on Univision’s news show, “Noticiero Univision Colorado a las 5,” and various print and online placements including Dallas Morning News, Fort Worth Star-Telegram, La Prensa Hispana, La Voz, Nuevo Siglo, El Hispano News and Latino. Through this event, Coyne also helped Humana’s government relations executives forge a valuable relationship with influential Hispanic legislators.

Christopher and Dana Reeve Foundation

Issue: The Christopher & Dana Reeve Foundation is a national non-profit organization dedicated to curing spinal cord injuries (SCI) and funding innovative research. The foundation’s leadership has been challenged to sustain awareness for the organization without the benefit of the presence of the individuals after whom it is named, and called on Coyne PR to increase attention for the non-profit .

Idea: To leverage existing news, as well as to establish a framework for releasing “new news,” the Coyne team created a media strategy designed to put focus on the organization, versus the individuals who passed away. The strategy was broken out into three areas:  Leading the Foundation; Spearheading SCI Research; and Relaying Human Interest, via those currently living with SCI.

Impact: Placements included the Today Show, Fox & Friends, the Joan Hamburg Show, the Wall Street Journal, Star-Ledger, Star Tribune and more than 100 blog posts.   

Telling Stories of Hope, Courage and Perseverance

Issue: The Christopher & Dana Reeve Foundation is a national non-profit organization dedicated to curing spinal cord injuries (SCI) and funding innovative research. The foundation’s leadership has been challenged to sustain awareness for the organization without the benefit of the presence of the individuals after whom it is named, and called on Coyne PR to increase attention for the non-profit .

Idea: To leverage existing news, as well as to establish a framework for releasing “new news,” the Coyne team created a media strategy designed to put focus on the organization, versus the individuals who passed away. The strategy was broken out into three areas:  Leading the Foundation; Spearheading SCI Research; and Relaying Human Interest, via those currently living with SCI.

Impact: Placements included the Today Show, Fox & Friends, the Joan Hamburg Show, the Wall Street Journal, Star-Ledger, Star Tribune and more than 100 blog posts.   

Humana

Issue: Again, Humana turned to Coyne to generate another successful campaign for the 2012 Freewheelin event at the Republic and Democratic Conventions.

Idea: This time Freewheelin would re-invent itself into a nine-person, people-powered pedal bus – or “bus-cycle.” Twenty buses would be provided to each city – Tampa for the Republican National Convention (RNC) and Charlotte for the Democratic National Convention (DNC) – for free use by convention-goers during the convention weeks. Approximately three weeks prior to the conventions, Coyne arranged for a press conference in each host city to announce the arrival of Freewheelin. Lastly, Coyne and Humana each sent their in-house PR delegations to both the RNC and DNC to manage the events themselves, focusing outreach efforts on engaging with some of the 15,000 credentialed media on the conventions’ grounds. Social media was critical to the campaign, from Facebook to Twitter, from Flickr to Foursquare – all complemented by the production of short videos to showcase the Freewheelin experience on YouTube.

Impact: Freewheelin was a huge hit, garnering over 124 million media impressions. Social media hit big too, with 546 tweets, nearly 400 Facebook posts and the production and posting of seven videos to the Freewheelin YouTube page. Further testament to the program’s success, Freewheelers collectively took 2,583 rides – totaling 1,849 miles – or, the approximate distance between Tampa and Charlotte…three times over!

Pedaling Toward Better Health

Issue: Again, Humana turned to Coyne to generate another successful campaign for the 2012 Freewheelin event at the Republic and Democratic Conventions.

Idea: This time Freewheelin would re-invent itself into a nine-person, people-powered pedal bus – or “bus-cycle.” Twenty buses would be provided to each city – Tampa for the Republican National Convention (RNC) and Charlotte for the Democratic National Convention (DNC) – for free use by convention-goers during the convention weeks. Approximately three weeks prior to the conventions, Coyne arranged for a press conference in each host city to announce the arrival of Freewheelin. Lastly, Coyne and Humana each sent their in-house PR delegations to both the RNC and DNC to manage the events themselves, focusing outreach efforts on engaging with some of the 15,000 credentialed media on the conventions’ grounds. Social media was critical to the campaign, from Facebook to Twitter, from Flickr to Foursquare – all complemented by the production of short videos to showcase the Freewheelin experience on YouTube.

Impact: Freewheelin was a huge hit, garnering over 124 million media impressions. Social media hit big too, with 546 tweets, nearly 400 Facebook posts and the production and posting of seven videos to the Freewheelin YouTube page. Further testament to the program’s success, Freewheelers collectively took 2,583 rides – totaling 1,849 miles – or, the approximate distance between Tampa and Charlotte…three times over!

Chrysler

Issue: The Chrysler Group experiential marketing team challenged Coyne to create buzz around the country for more than 1,500 local events a year across five brands (Chrysler, Dodge, Ram, Jeep and Multi-Brand Auto Shows) event properties.  Recently, the competitive landscape has increased dramatically with automakers making more of an attempt to provide first hand experiences of their products amongst potential consumers outside of dealership showrooms.

Idea: The Coyne team developed a comprehensive tiered media strategy to support each event based on its potential media impact to efficiently support these events which ranged from a local rodeo event to the Camp Jeep Experience at the NYC auto show.
 
Impact: The team supported more than 25 events per week and generated more than 8,500 placements and 1 billion media impressions.  The Chrysler Experiential team generated record turn outs at their events as local residents were now aware of Chrysler’s presence in their market. 

National Experiential Support

Issue: The Chrysler Group experiential marketing team challenged Coyne to create buzz around the country for more than 1,500 local events a year across five brands (Chrysler, Dodge, Ram, Jeep and Multi-Brand Auto Shows) event properties.  Recently, the competitive landscape has increased dramatically with automakers making more of an attempt to provide first hand experiences of their products amongst potential consumers outside of dealership showrooms.

Idea: The Coyne team developed a comprehensive tiered media strategy to support each event based on its potential media impact to efficiently support these events which ranged from a local rodeo event to the Camp Jeep Experience at the NYC auto show.
 
Impact: The team supported more than 25 events per week and generated more than 8,500 placements and 1 billion media impressions.  The Chrysler Experiential team generated record turn outs at their events as local residents were now aware of Chrysler’s presence in their market. 

Disney Cruise Line

Issue: Disney Cruise Line tapped the Coyne PR Travel team to make waves surrounding the launch of its newest ocean liner, Disney Fantasy, for a three-day christening event in Manhattan.

Idea: National and local media were immersed in the unique experiences Disney Fantasy had to offer through niche tours, interviews and interactive activities leading up to a star-studded christening gala with Godmother Mariah Carey and Neil Patrick Harris as host.

Impact: More than 200 media attended the three-day event, which resulted in upwards of 400 national placements reaching a consumer audience of more than 764 million. In addition to traditional coverage, Twitter conversations garnered 19 million impressions through the Disney Fantasy’s official hashtag.

Fantasy Christening

Issue: Disney Cruise Line tapped the Coyne PR Travel team to make waves surrounding the launch of its newest ocean liner, Disney Fantasy, for a three-day christening event in Manhattan.

Idea: National and local media were immersed in the unique experiences Disney Fantasy had to offer through niche tours, interviews and interactive activities leading up to a star-studded christening gala with Godmother Mariah Carey and Neil Patrick Harris as host.

Impact: More than 200 media attended the three-day event, which resulted in upwards of 400 national placements reaching a consumer audience of more than 764 million. In addition to traditional coverage, Twitter conversations garnered 19 million impressions through the Disney Fantasy’s official hashtag.

BASF

Issue: BASF Corporation has long been recognized as a leader in chemical innovation and environmental and social sustainability. As the company prepared to open its new headquarters building, they were also gearing up to launch their “We create chemistry” (WCC) world tour in North America. The WCC exhibit is a traveling showcase of the company’s innovations highlighting solutions to the challenges of feeding a hungry world, managing rising energy demands, and meeting society’s aspirations for improving the global quality of life. With these important events on the horizon, BASF engaged Coyne PR to increase its visibility in North America, and among local New York, New Jersey and industry sector trade media.

Idea: To maximize the impact of these new assets, Coyne decided to integrate the unveiling of the new headquarters and WCC world tour via a ribbon-cutting ceremony/news conference at the new headquarters in New Jersey. The collective team was able to secure commitment from New Jersey Lieutenant Governor Kim Guadagno, New York Jets CEO Woody Johnson (BASF’s new business neighbor in Florham Park) and New Jersey Senators Robert Menendez and Richard Codey for the ribbon-cutting ceremony. Coyne also coordinated one-on-one interviews for media with key BASF executives throughout the day and provided personal tours of the new headquarters and WCC exhibits.

Impact: Coyne secured attendance from nearly 20 key media including The Star-Ledger, Daily Record, Florham Park Eagle and New Jersey Business. The coverage successfully articulated the connection between BASF and the local New Jersey business community. Several media members also posted content on their social media channels live from the event. The team continues to generate opportunities for BASF as they expand their focus from corporate to business unit communications.

We Create Chemistry

Issue: BASF Corporation has long been recognized as a leader in chemical innovation and environmental and social sustainability. As the company prepared to open its new headquarters building, they were also gearing up to launch their “We create chemistry” (WCC) world tour in North America. The WCC exhibit is a traveling showcase of the company’s innovations highlighting solutions to the challenges of feeding a hungry world, managing rising energy demands, and meeting society’s aspirations for improving the global quality of life. With these important events on the horizon, BASF engaged Coyne PR to increase its visibility in North America, and among local New York, New Jersey and industry sector trade media.

Idea: To maximize the impact of these new assets, Coyne decided to integrate the unveiling of the new headquarters and WCC world tour via a ribbon-cutting ceremony/news conference at the new headquarters in New Jersey. The collective team was able to secure commitment from New Jersey Lieutenant Governor Kim Guadagno, New York Jets CEO Woody Johnson (BASF’s new business neighbor in Florham Park) and New Jersey Senators Robert Menendez and Richard Codey for the ribbon-cutting ceremony. Coyne also coordinated one-on-one interviews for media with key BASF executives throughout the day and provided personal tours of the new headquarters and WCC exhibits.

Impact: Coyne secured attendance from nearly 20 key media including The Star-Ledger, Daily Record, Florham Park Eagle and New Jersey Business. The coverage successfully articulated the connection between BASF and the local New Jersey business community. Several media members also posted content on their social media channels live from the event. The team continues to generate opportunities for BASF as they expand their focus from corporate to business unit communications.

Harlem Globetrotters

Issue: The Harlem Globetrotters looked to Coyne PR to help them announce the team’s first-ever Puerto Rican-born basketball player in its 83-year-old history—Orlando “El Gato” Melendez.  The Globetrotters also challenged Coyne PR to garner media coverage in the New York City market in an effort to draw a larger Hispanic audience to the Madison Square Garden tour stop.

Idea: “El Gato” made his debut during the Harlem Globetrotters’ second annual “Return to Harlem” game in Harlem, NY. Coyne PR invited key Hispanic media outlets to attend and experience the Globetrotters’ magic. Additionally, Coyne PR worked with the Harlem Globetrotters PR department and “El Gato” to promote the New York City tour stop. “El Gato” traveled to New York in advance of the tour date and conducted a full day media tour with local Hispanic media outlets. 

Impact: The first-ever Puerto Rican-born player was a slam dunk with the media, national highlights include Associated Press “Names in the Game,” the number one Hispanic morning show, “Despierta America,” and appearances on Telemundo and American Latino TV.   “El Gato” was also featured in New York Post’s “Tempo” section and New York Daily News’ “Latino” section, as well as on NY1 Noticias.

Making Waves for First Puerto Rican-Born Harlem Globetrotter

Issue: The Harlem Globetrotters looked to Coyne PR to help them announce the team’s first-ever Puerto Rican-born basketball player in its 83-year-old history—Orlando “El Gato” Melendez.  The Globetrotters also challenged Coyne PR to garner media coverage in the New York City market in an effort to draw a larger Hispanic audience to the Madison Square Garden tour stop.

Idea: “El Gato” made his debut during the Harlem Globetrotters’ second annual “Return to Harlem” game in Harlem, NY. Coyne PR invited key Hispanic media outlets to attend and experience the Globetrotters’ magic. Additionally, Coyne PR worked with the Harlem Globetrotters PR department and “El Gato” to promote the New York City tour stop. “El Gato” traveled to New York in advance of the tour date and conducted a full day media tour with local Hispanic media outlets. 

Impact: The first-ever Puerto Rican-born player was a slam dunk with the media, national highlights include Associated Press “Names in the Game,” the number one Hispanic morning show, “Despierta America,” and appearances on Telemundo and American Latino TV.   “El Gato” was also featured in New York Post’s “Tempo” section and New York Daily News’ “Latino” section, as well as on NY1 Noticias.

ESPN The Magazine

Issue: ESPN The Magazine challenged Coyne PR with executing and publicizing the lavish red carpet event celebrating the launch of the magazine’s highly-anticipated, “Body Issue.”

Idea: The team reached out reporters, along with key influencers, to attend the star-studded, red carpet party held at the Meatpacking District’s HighLine Stages. In addition to managing the red carpet, which included many of the athletes featured in the issue along with celebrities, the team coordinated one on one interviews with key talent onsite and generated unique content to be live tweeted and posted on social networking sites after the event to create continued buzz.

Impact: The results left the competition envious with the launch event generating more than 21 million impressions and placements in print/online outlets such as USA Today, Seventeen, The New York Post, US Weekly, OK! and The New York Daily News; and broadcast placements such as “Saturday Night Live” and “E! News.”

Body Issue Launch

Issue: ESPN The Magazine challenged Coyne PR with executing and publicizing the lavish red carpet event celebrating the launch of the magazine’s highly-anticipated, “Body Issue.”

Idea: The team reached out reporters, along with key influencers, to attend the star-studded, red carpet party held at the Meatpacking District’s HighLine Stages. In addition to managing the red carpet, which included many of the athletes featured in the issue along with celebrities, the team coordinated one on one interviews with key talent onsite and generated unique content to be live tweeted and posted on social networking sites after the event to create continued buzz.

Impact: The results left the competition envious with the launch event generating more than 21 million impressions and placements in print/online outlets such as USA Today, Seventeen, The New York Post, US Weekly, OK! and The New York Daily News; and broadcast placements such as “Saturday Night Live” and “E! News.”

IMAX

Issue: “Mission: Impossible” marked significant importance for the IMAX brand as it was the first movie to preview exclusively in IMAX theatres prior to its nationwide release. 

Idea: Coyne PR developed an intensive outreach campaign to movie reviewers in IMAX’s designated top 15 markets to encourage them to review the movie in IMAX, as opposed to traditional theatres, and write about their IMAX experience.  Coyne PR then capitalized on the anticipation of the upcoming “Batman: Dark Knight Rises” release by announcing the trailer was being shown exclusively at IMAX “Mission: Impossible 4” movie showings. Additionally, the team utilized the MyBlogSpark service to create online excitement and a social media presence for consumers by conducting giveaways and promotions to encourage movie discussion in key demographics.

Impact: The campaign was a record breaker with “Mission: Impossible 4 Ghost Protocol” named IMAX’s most successful release since box office record breaker “Avatar” with a total of more than $33.1 million in domestic sales in a two week timeframe. The “Batman: Dark Knight Rises” movie trailer became a huge discussion topic amongst both movie critics and consumers and generated a number of separate stories discussing the trailer’s limited availability in IMAX.

 

Mission: Impossible 4 Ghost Protocol

Issue: “Mission: Impossible” marked significant importance for the IMAX brand as it was the first movie to preview exclusively in IMAX theatres prior to its nationwide release. 

Idea: Coyne PR developed an intensive outreach campaign to movie reviewers in IMAX’s designated top 15 markets to encourage them to review the movie in IMAX, as opposed to traditional theatres, and write about their IMAX experience.  Coyne PR then capitalized on the anticipation of the upcoming “Batman: Dark Knight Rises” release by announcing the trailer was being shown exclusively at IMAX “Mission: Impossible 4” movie showings. Additionally, the team utilized the MyBlogSpark service to create online excitement and a social media presence for consumers by conducting giveaways and promotions to encourage movie discussion in key demographics.

Impact: The campaign was a record breaker with “Mission: Impossible 4 Ghost Protocol” named IMAX’s most successful release since box office record breaker “Avatar” with a total of more than $33.1 million in domestic sales in a two week timeframe. The “Batman: Dark Knight Rises” movie trailer became a huge discussion topic amongst both movie critics and consumers and generated a number of separate stories discussing the trailer’s limited availability in IMAX.

 

Disney Parks

Issue: Disney Parks and Coyne PR set to make some media waves for Aulani, a first-ever Disney Resort & Spa in Ko Olina, Hawaii. Disney Parks tasked Coyne PR to invite the ultimate, yet intimate group of media for a four-day opening event.

Idea: Coyne brainstormed additional VIP niche experiences to attract more than just travel (e.g. food, sporting, wedding, retirement, etc.). Special to this grand opening event, media were invited to bring their families along to explore Aulani together. Cast Members and top executives were placed throughout Aulani for intimate media interview opportunities. The event culminated in a grand opening ceremony, hosted by Walt Disney Company CEO Bob Iger and Walt Disney Parks & Resorts Chairman Tom Staggs. In traditional Hawaiian custom, Disney celebrated Aulani with native music and performances and officially dedicated the resort.

Impact: More than 170 media and guests from the US, Japan, Canada and Mexico attended the event, resulting in 173 live broadcast segments and 87 feature articles, reaching an audience of more than 7.8 million readers.

Grand Opening Of Aulani, A Disney Resort And Spa In Hawaii

Issue: Disney Parks and Coyne PR set to make some media waves for Aulani, a first-ever Disney Resort & Spa in Ko Olina, Hawaii. Disney Parks tasked Coyne PR to invite the ultimate, yet intimate group of media for a four-day opening event.

Idea: Coyne brainstormed additional VIP niche experiences to attract more than just travel (e.g. food, sporting, wedding, retirement, etc.). Special to this grand opening event, media were invited to bring their families along to explore Aulani together. Cast Members and top executives were placed throughout Aulani for intimate media interview opportunities. The event culminated in a grand opening ceremony, hosted by Walt Disney Company CEO Bob Iger and Walt Disney Parks & Resorts Chairman Tom Staggs. In traditional Hawaiian custom, Disney celebrated Aulani with native music and performances and officially dedicated the resort.

Impact: More than 170 media and guests from the US, Japan, Canada and Mexico attended the event, resulting in 173 live broadcast segments and 87 feature articles, reaching an audience of more than 7.8 million readers.

The Harlem Globetrotters

Issue: The world’s most famous team, the Harlem Globetrotters, teamed up with Coyne PR to help them increase their brand awareness as well as position the team as a leader in “Family Friendly Entertainment.”

Idea: To help the Globetrotters reestablish their identity as one of America’s most enduring family entertainment shows, Coyne PR and the Harlem Globetrotters helped boost awareness and reestablish the team as a pop culture icon by launching their first-ever online video games, playing hoops on the roof of Philadelphia’s legendary Spectrum and creating their own Presidential “Inaugural Balls,” drumming up Olympic buzz by "drafting" a high jumper, dropping in on the Basketball Hall of Fame - literally with mascot "Globie" parachuting down to an event, and even launching the very first basketball into space, Coyne PR has taken the Harlem Globetrotters EVERYWHERE.

Impact: Coverage for the Globetrotters was a slam-dunk for Coyne PR, securing more than one billion media impressions in one year. By the end of the first season alone, the team at Coyne PR helped to generate record-breaking box office revenue, not to mention over 6,583 stories, $21 million dollars in publicity value and an 84 percent increase in web traffic. 

Slam Dunk for the Harlem Globetrotters

Issue: The world’s most famous team, the Harlem Globetrotters, teamed up with Coyne PR to help them increase their brand awareness as well as position the team as a leader in “Family Friendly Entertainment.”

Idea: To help the Globetrotters reestablish their identity as one of America’s most enduring family entertainment shows, Coyne PR and the Harlem Globetrotters helped boost awareness and reestablish the team as a pop culture icon by launching their first-ever online video games, playing hoops on the roof of Philadelphia’s legendary Spectrum and creating their own Presidential “Inaugural Balls,” drumming up Olympic buzz by "drafting" a high jumper, dropping in on the Basketball Hall of Fame - literally with mascot "Globie" parachuting down to an event, and even launching the very first basketball into space, Coyne PR has taken the Harlem Globetrotters EVERYWHERE.

Impact: Coverage for the Globetrotters was a slam-dunk for Coyne PR, securing more than one billion media impressions in one year. By the end of the first season alone, the team at Coyne PR helped to generate record-breaking box office revenue, not to mention over 6,583 stories, $21 million dollars in publicity value and an 84 percent increase in web traffic. 

Pfizer Legal Alliance

Issue: The Pfizer Legal Alliance (PLA) was created in 2009, as a global partnership between Pfizer and 19 law firms aimed to transform the way legal services are delivered and valued. The PLA challenged Coyne PR with creating a sustainable model that operated efficiently and improved productivity, all the while developing innovative approaches to the practice of law. An underlying critical component to this was the ability to capture and communicate PLA value messages to firms in the absence of the traditional billable hour to maintain firm loyalty and morale.

Idea: Coyne PR created a communications strategy built on the idea of fostering trust and collaboration within the Alliance and from which the team could showcase the advantages of PLA to external stakeholders. A renewed focus on external communications began in Q4 after internal initiatives were launched. Through the program the agency helped improve operational infrastructure by enhancing the quality and frequency of Alliance communications, inspire Alliance cohesiveness through relevant engagement opportunities that deliver value and ignite external visibility for Alliance that supports the message of partnership and value advantage

Impact: Coyne PR identified and engaged liaisons at each of the Alliance firms and held quarterly calls to assess news to share and opportunities to communicate news; launched website and supported registration of more than 700 PLA members; driven stories with Chief Executive magazine, Harvard Business Review, Inside Counsel, LMG Life Science, and helped secure award recognitions -- ACC Value Champion (Association of Corporate Counsel) and Law 360 all focused on the value proposition; and gained favorable feedback and understanding on the PLA among key members of the Alliance.

Defining Value Beyond the Billable Hour

Issue: The Pfizer Legal Alliance (PLA) was created in 2009, as a global partnership between Pfizer and 19 law firms aimed to transform the way legal services are delivered and valued. The PLA challenged Coyne PR with creating a sustainable model that operated efficiently and improved productivity, all the while developing innovative approaches to the practice of law. An underlying critical component to this was the ability to capture and communicate PLA value messages to firms in the absence of the traditional billable hour to maintain firm loyalty and morale.

Idea: Coyne PR created a communications strategy built on the idea of fostering trust and collaboration within the Alliance and from which the team could showcase the advantages of PLA to external stakeholders. A renewed focus on external communications began in Q4 after internal initiatives were launched. Through the program the agency helped improve operational infrastructure by enhancing the quality and frequency of Alliance communications, inspire Alliance cohesiveness through relevant engagement opportunities that deliver value and ignite external visibility for Alliance that supports the message of partnership and value advantage

Impact: Coyne PR identified and engaged liaisons at each of the Alliance firms and held quarterly calls to assess news to share and opportunities to communicate news; launched website and supported registration of more than 700 PLA members; driven stories with Chief Executive magazine, Harvard Business Review, Inside Counsel, LMG Life Science, and helped secure award recognitions -- ACC Value Champion (Association of Corporate Counsel) and Law 360 all focused on the value proposition; and gained favorable feedback and understanding on the PLA among key members of the Alliance.

Sealed Air Corporation

Issue: Sealed Air Corporation, parent company of Bubble Wrap, challenged Coyne PR to develop a platform and assets to support its sustainability initiative as a cornerstone of its business strategy.

Idea: Coyne PR developed a comprehensive brand campaign called SmartLife that included visual identity, digital ecosystem creation and digital content and engagement drivers to draw employees, customers and consumers into the brand environment and messaging, and integrated with its existing online assets.

Impact: The SmartLife campaign and elements, initially developed in the U.S., have since been adopted globally and has been seamlessly integrated across all online corporate platforms.

Digitizing the SmartLife for Sealed Air

Issue: Sealed Air Corporation, parent company of Bubble Wrap, challenged Coyne PR to develop a platform and assets to support its sustainability initiative as a cornerstone of its business strategy.

Idea: Coyne PR developed a comprehensive brand campaign called SmartLife that included visual identity, digital ecosystem creation and digital content and engagement drivers to draw employees, customers and consumers into the brand environment and messaging, and integrated with its existing online assets.

Impact: The SmartLife campaign and elements, initially developed in the U.S., have since been adopted globally and has been seamlessly integrated across all online corporate platforms.

Hard Rock International

Issue: Each year, Coyne PR is charged with generating global exposure for Hard Rock Calling, an outdoor concert festival in London and one of the U.K.’s most anticipated music events, featuring more than 50 top acts on three stages. 

Idea: Coyne PR works closely with Hard Rock to leverage its relationships with the festival’s top musicians, including Bruce Springsteen, The Killers, Eric Clapton, John Mayer, Sheryl Crow, Pearl Jam, Stevie Wonder, Sir Paul McCartney, The Who and more, in an effort to generate music, entertainment and celebrity media exposure. Coyne also maximizes appearances by various celebrities at the concert festival, snapping photos when possible and feeding celebrity tidbits to entertainment media throughout the weekend.

Impact: Media highlights include multiple broadcast segments on MTV channels in the U.S. and U.K.; a cover photo in Pollstar Magazine; more than 100 photos posted on the Associated Press newswire, and several features in national media outlets, such as Bloomberg Television, USA Today Online, New York Daily News, Us Weekly, OK! Magazine and more.  The results are fit for a rock star, totaling more than 1 billion media impressions for Hard Rock Calling each year.

Hard Rock Calling

Issue: Each year, Coyne PR is charged with generating global exposure for Hard Rock Calling, an outdoor concert festival in London and one of the U.K.’s most anticipated music events, featuring more than 50 top acts on three stages. 

Idea: Coyne PR works closely with Hard Rock to leverage its relationships with the festival’s top musicians, including Bruce Springsteen, The Killers, Eric Clapton, John Mayer, Sheryl Crow, Pearl Jam, Stevie Wonder, Sir Paul McCartney, The Who and more, in an effort to generate music, entertainment and celebrity media exposure. Coyne also maximizes appearances by various celebrities at the concert festival, snapping photos when possible and feeding celebrity tidbits to entertainment media throughout the weekend.

Impact: Media highlights include multiple broadcast segments on MTV channels in the U.S. and U.K.; a cover photo in Pollstar Magazine; more than 100 photos posted on the Associated Press newswire, and several features in national media outlets, such as Bloomberg Television, USA Today Online, New York Daily News, Us Weekly, OK! Magazine and more.  The results are fit for a rock star, totaling more than 1 billion media impressions for Hard Rock Calling each year.

The Harlem Globetrotters

Issue: The Harlem Globetrotters challenged Coyne PR to come up with opportunistic and newsworthy initiatives for the brand utilizing major “trending topics” in the world of entertainment, sports and social media. 

Idea: During a Knicks game Justin Bieber was put on the big screen in the arena. While onscreen, Bieber waved and the Garden faithful reacted negatively, as boos and jeers rained down on the teen pop star. Capitalizing on this rare unenthusiastic reaction, Coyne came up with the idea to offer Bieber a contract to be an honorary Junior Globetrotter for the remainder of the 2010-2011 season, guaranteeing each and every Globetrotters game as a “Boo Free Zone.”

Impact: The letter was pitched to many of the same local and national entertainment media that covered the original Bieber story, and the team landed an exclusive in the New York Daily News’ “Gatecrasher” celeb column. Coyne PR serviced photos of Bieber with the Globetrotters, as a supplement to the offer. The team garnered more than 75 million media impressions for the Harlem Globetrotters with this impromptu creative initiative.

Bieber Fever

Issue: The Harlem Globetrotters challenged Coyne PR to come up with opportunistic and newsworthy initiatives for the brand utilizing major “trending topics” in the world of entertainment, sports and social media. 

Idea: During a Knicks game Justin Bieber was put on the big screen in the arena. While onscreen, Bieber waved and the Garden faithful reacted negatively, as boos and jeers rained down on the teen pop star. Capitalizing on this rare unenthusiastic reaction, Coyne came up with the idea to offer Bieber a contract to be an honorary Junior Globetrotter for the remainder of the 2010-2011 season, guaranteeing each and every Globetrotters game as a “Boo Free Zone.”

Impact: The letter was pitched to many of the same local and national entertainment media that covered the original Bieber story, and the team landed an exclusive in the New York Daily News’ “Gatecrasher” celeb column. Coyne PR serviced photos of Bieber with the Globetrotters, as a supplement to the offer. The team garnered more than 75 million media impressions for the Harlem Globetrotters with this impromptu creative initiative.

Casio


Issue: Coyne PR was charged with bringing awareness to Casio’s Concept Shop presence within the iconic TORNEAU TimeMachine, the world’s largest watch store. 

Idea: The team executed two exciting events at Casio’s “store within a store” concept – the first for the brand’s hip, young female collection of Baby-G timepieces. To capture the environment’s visual appeal, Coyne PR filmed an “info-tainment” segment for HotNewz.TV – a broadcast opportunity aimed at college students. Coyne utilized Casio fan and celebrity stylist Julie Weiss as the brand ambassador, and filmed delivering key messages about expressing your style through the different Baby-G lines and colors. The second event was executed for the new sleek line of men’s watches – EDIFICE. The Coyne team made a retail splash with an industry and media “insider party” to launch both the new collection and its presence in the TORNEAU retail location. Media and retailers were invited to an after hour’s cocktail party hosted by brand ambassador, actor Bryan Greenberg.

Impact: The Baby-G HotNewz.TV segment reached more than two million consumers at college campuses throughout the country showcasing the trendy shop. Additionally, the EDIFICE in-store event saw more than 50 media attendees with coverage in a variety of trade and consumer press including Watch & Jewelry Review, Women’s Wear Daily, Complex, WatchShock.com, Crushable.com and more.

Store Within a Store


Issue: Coyne PR was charged with bringing awareness to Casio’s Concept Shop presence within the iconic TORNEAU TimeMachine, the world’s largest watch store. 

Idea: The team executed two exciting events at Casio’s “store within a store” concept – the first for the brand’s hip, young female collection of Baby-G timepieces. To capture the environment’s visual appeal, Coyne PR filmed an “info-tainment” segment for HotNewz.TV – a broadcast opportunity aimed at college students. Coyne utilized Casio fan and celebrity stylist Julie Weiss as the brand ambassador, and filmed delivering key messages about expressing your style through the different Baby-G lines and colors. The second event was executed for the new sleek line of men’s watches – EDIFICE. The Coyne team made a retail splash with an industry and media “insider party” to launch both the new collection and its presence in the TORNEAU retail location. Media and retailers were invited to an after hour’s cocktail party hosted by brand ambassador, actor Bryan Greenberg.

Impact: The Baby-G HotNewz.TV segment reached more than two million consumers at college campuses throughout the country showcasing the trendy shop. Additionally, the EDIFICE in-store event saw more than 50 media attendees with coverage in a variety of trade and consumer press including Watch & Jewelry Review, Women’s Wear Daily, Complex, WatchShock.com, Crushable.com and more.

Sealed Air Corporation

Issue: In celebration of Bubble Wrap’s 50th anniversary, the brand challenged Coyne PR to package-up a campaign that would create a widespread pop of national consumer media exposure.

Idea: In an effort to create an interesting news hook for the big announcement, the team worked with Sealed Air Corporation to develop a limited run of special gold Bubble Wrap for the anniversary. The team created media buzz for the “pop”ular brand’s birthday by sending out a creative mailer to top broadcast, print and online outlets, consisting of a two-tiered Bubble Wrap cake and gold Bubble Wrap. Morning shows in the top 70 markets were the target for extensive outreach promoting the iconic birthday with fun ideas on how to celebrate on-air. A B-roll package distributed throughout the birthday complemented the extensive media efforts and featured factory footage of the gold Bubble Wrap being developed, people de-stressing, packing fragile items and more.

Impact: An AP-TV segment fueled international excitement for the 50th birthday of Bubble Wrap spurring worldwide coverage including CNN Europe and China National TV, and resulted in huge online buzz becoming a top-five search term on the Yahoo! home page. The creative mailer proved to be successful with every New York morning show as well as stations in Cleveland, Boston, Chicago, Sacramento, and Tampa, among others, celebrating the 50th anniversary in some very crazy ways. In total, the campaign resulted in 1,230 hits garnering more than 680 million consumer impressions.

Bubble Wrap's 50th Anniversary

Issue: In celebration of Bubble Wrap’s 50th anniversary, the brand challenged Coyne PR to package-up a campaign that would create a widespread pop of national consumer media exposure.

Idea: In an effort to create an interesting news hook for the big announcement, the team worked with Sealed Air Corporation to develop a limited run of special gold Bubble Wrap for the anniversary. The team created media buzz for the “pop”ular brand’s birthday by sending out a creative mailer to top broadcast, print and online outlets, consisting of a two-tiered Bubble Wrap cake and gold Bubble Wrap. Morning shows in the top 70 markets were the target for extensive outreach promoting the iconic birthday with fun ideas on how to celebrate on-air. A B-roll package distributed throughout the birthday complemented the extensive media efforts and featured factory footage of the gold Bubble Wrap being developed, people de-stressing, packing fragile items and more.

Impact: An AP-TV segment fueled international excitement for the 50th birthday of Bubble Wrap spurring worldwide coverage including CNN Europe and China National TV, and resulted in huge online buzz becoming a top-five search term on the Yahoo! home page. The creative mailer proved to be successful with every New York morning show as well as stations in Cleveland, Boston, Chicago, Sacramento, and Tampa, among others, celebrating the 50th anniversary in some very crazy ways. In total, the campaign resulted in 1,230 hits garnering more than 680 million consumer impressions.

Shell Rotella

Issue: For 28 years, Shell Rotella has hosted the trucking industry’s premier beauty contest for actively working heavy-duty trucks, Shell Rotella SuperRigs. The brand charged Coyne Public Relations with reaching a greater audience beyond attendees and the trucking media, who cover the event each year.

Idea: To ensure consistent communication, the team developed a content calendar that would populate sites with industry news, product and service highlights, and updates about events, promotions, tradeshows and more. On the Facebook and Twitter pages, the Coyne team teased details about the forthcoming event to drive traffic and participation, and utilized the #SuperRigs Twitter hashtag.  

Impact: More than 200 #SuperRigs tweets were posted during the three-day trucking event and more than 100 people became fans of the Facebook page. The Facebook page gained nearly 1,000 fans, with each post consistently receiving 2,500 impressions with an extremely targeted audience of truckers.

Social for SuperRigs

Issue: For 28 years, Shell Rotella has hosted the trucking industry’s premier beauty contest for actively working heavy-duty trucks, Shell Rotella SuperRigs. The brand charged Coyne Public Relations with reaching a greater audience beyond attendees and the trucking media, who cover the event each year.

Idea: To ensure consistent communication, the team developed a content calendar that would populate sites with industry news, product and service highlights, and updates about events, promotions, tradeshows and more. On the Facebook and Twitter pages, the Coyne team teased details about the forthcoming event to drive traffic and participation, and utilized the #SuperRigs Twitter hashtag.  

Impact: More than 200 #SuperRigs tweets were posted during the three-day trucking event and more than 100 people became fans of the Facebook page. The Facebook page gained nearly 1,000 fans, with each post consistently receiving 2,500 impressions with an extremely targeted audience of truckers.

Atlantic Health

Issue: Atlantic Health, including Morristown Medical Center, Overlook Medical Center and Newton Medical Center, challenged Coyne PR to increase the hospitals’ regional and national visibility amidst a fiercely competitive marketplace.

Idea: Putting a spotlight on orthopedics, neurology, oncology, cardiology and pediatrics, Coyne combines proactive outreach and special events on behalf of the hospitals’ clinical experts, with opportunistic outreach for health news-of-the-day. 

Impact: Coyne has generated top media across the hospitals year-over-year, including CBS’ “The Early Show,” CNN, The New York Times, USA Today, Wall Street Journal, ESPN.com, Associated Press, Star-Ledger and dozens of local outlets. 

Building Up the Profile

Issue: Atlantic Health, including Morristown Medical Center, Overlook Medical Center and Newton Medical Center, challenged Coyne PR to increase the hospitals’ regional and national visibility amidst a fiercely competitive marketplace.

Idea: Putting a spotlight on orthopedics, neurology, oncology, cardiology and pediatrics, Coyne combines proactive outreach and special events on behalf of the hospitals’ clinical experts, with opportunistic outreach for health news-of-the-day. 

Impact: Coyne has generated top media across the hospitals year-over-year, including CBS’ “The Early Show,” CNN, The New York Times, USA Today, Wall Street Journal, ESPN.com, Associated Press, Star-Ledger and dozens of local outlets. 

Disney Wide World of Sports

Issue: Disney Sports asked Coyne PR to help them with their re-branding efforts for the soon-to-become ESPN Wide World of Sports Complex at Disney World, efforts that would communicate their mission to make the 200-acre multi-sport facility the U.S. destination for all youth sports and drive team bookings and sponsorships as a result.

Idea: Coyne, Disney and the ESPN PR teams knew that ESPN’s technology, broadcasting reach and on-air personalities would make the biggest impact for the rebrand. So Coyne worked with both brand teams to utilize those assets to educate key media influencers on the physical and experiential changes occurring at the complex in conjunction with the rebrand. The ESPN Wide World of Sports’ opening night attracted more than 80 media from around the country, who saw New Orleans Saints kicker Garrett Hartley--who just one month prior had kicked a Super Bowl-winning field goal—literally “kick off” with a chip shot over the complex’s front gate “uprights” and set its new era in motion.

Impact: The two preview events alone generated more than 220 stories and 30 million media impressions in advance of the official re-branding, setting the stage for the complex’s gala grand re-opening event—which generated more than 300 million media impressions worldwide in just 72 hours. In less than one year of re-branding, the complex has already seen advance bookings grow significantly, and has added major sponsor partners including Champion athletic apparel and Hewlett-Packard (HP).

The Re-Branding of the ESPN Wide World of Sports complex at Disney

Issue: Disney Sports asked Coyne PR to help them with their re-branding efforts for the soon-to-become ESPN Wide World of Sports Complex at Disney World, efforts that would communicate their mission to make the 200-acre multi-sport facility the U.S. destination for all youth sports and drive team bookings and sponsorships as a result.

Idea: Coyne, Disney and the ESPN PR teams knew that ESPN’s technology, broadcasting reach and on-air personalities would make the biggest impact for the rebrand. So Coyne worked with both brand teams to utilize those assets to educate key media influencers on the physical and experiential changes occurring at the complex in conjunction with the rebrand. The ESPN Wide World of Sports’ opening night attracted more than 80 media from around the country, who saw New Orleans Saints kicker Garrett Hartley--who just one month prior had kicked a Super Bowl-winning field goal—literally “kick off” with a chip shot over the complex’s front gate “uprights” and set its new era in motion.

Impact: The two preview events alone generated more than 220 stories and 30 million media impressions in advance of the official re-branding, setting the stage for the complex’s gala grand re-opening event—which generated more than 300 million media impressions worldwide in just 72 hours. In less than one year of re-branding, the complex has already seen advance bookings grow significantly, and has added major sponsor partners including Champion athletic apparel and Hewlett-Packard (HP).

NYY Steak

Issue: NYY Steak charged Coyne PR with delivering a winning season of media coverage, while positioning the upscale steak house as a must-visit, fine-dining location for every athlete, celebrity and Yankee fan.
 
Idea:
To take advantage of in-house media on game days, Coyne PR invited press that were known Yankee fans into the restaurant to dine prior to Yankee games. In addition, the team coordinated food drops to network broadcast booths, where games are called live, for on-air talent and their crews. To reach media outside of the stadium, Coyne PR traveled NYY Steak’s executive chef to the Hearst Building cafeteria, where he served as a “guest chef” for the day and cooked for national magazine editors and reporters.

Impact: Coverage for the season garnered a World Series worthy 55,486,559 impressions.

Winning Season of Media Coverage

Issue: NYY Steak charged Coyne PR with delivering a winning season of media coverage, while positioning the upscale steak house as a must-visit, fine-dining location for every athlete, celebrity and Yankee fan.
 
Idea:
To take advantage of in-house media on game days, Coyne PR invited press that were known Yankee fans into the restaurant to dine prior to Yankee games. In addition, the team coordinated food drops to network broadcast booths, where games are called live, for on-air talent and their crews. To reach media outside of the stadium, Coyne PR traveled NYY Steak’s executive chef to the Hearst Building cafeteria, where he served as a “guest chef” for the day and cooked for national magazine editors and reporters.

Impact: Coverage for the season garnered a World Series worthy 55,486,559 impressions.

BabyCenter

Issue: BabyCenter challenges Coyne Public Relations to generate widespread media attention for their annual Baby Names campaign, delivering results that shatter impression numbers year over year.

Idea: To consistently deliver top-tier results, the Coyne PR team executes a multi-phased media campaign that includes an exclusive reveal with a top national morning show (e.g. “Today”), national newspaper (“USA Today”) and online partner (“Yahoo”) followed by aggressive outreach to key national and local print and broadcast outlets, websites and radio stations in order to create a snowballing effect. 

Impact: To date, Coyne PR has generated well over 700 million impressions, with an average of 230 million per year, for the Baby Names campaign, the biggest coup being a 50 percent increase in site traffic on launch day.

Baby Names

Issue: BabyCenter challenges Coyne Public Relations to generate widespread media attention for their annual Baby Names campaign, delivering results that shatter impression numbers year over year.

Idea: To consistently deliver top-tier results, the Coyne PR team executes a multi-phased media campaign that includes an exclusive reveal with a top national morning show (e.g. “Today”), national newspaper (“USA Today”) and online partner (“Yahoo”) followed by aggressive outreach to key national and local print and broadcast outlets, websites and radio stations in order to create a snowballing effect. 

Impact: To date, Coyne PR has generated well over 700 million impressions, with an average of 230 million per year, for the Baby Names campaign, the biggest coup being a 50 percent increase in site traffic on launch day.

Breastcancer.org

Issue: Breastcancer.org, the world’s largest online breast cancer resource, turned to Coyne PR to raise its visibility and increase traffic to its online resources.

Idea: The Coyne PR team launched a campaign for breast cancer awareness season leveraging the continuing controversy over newly released mammogram guidelines and a new study showing low mammogram rates among women.  The campaign also featured the personal experience of the organization’s founder, Dr. Marisa Weiss, who is a breast cancer survivor.
 
Impact: The three-month campaign generated more than 100 million media impressions; site traffic on breastcancer.org topped 1 million visits during the month of October, and total annual site traffic exceeded 10 million visits, eclipsing goals set by the organization.

Driving Blockbuster Results on a Non-Profit Budget

Issue: Breastcancer.org, the world’s largest online breast cancer resource, turned to Coyne PR to raise its visibility and increase traffic to its online resources.

Idea: The Coyne PR team launched a campaign for breast cancer awareness season leveraging the continuing controversy over newly released mammogram guidelines and a new study showing low mammogram rates among women.  The campaign also featured the personal experience of the organization’s founder, Dr. Marisa Weiss, who is a breast cancer survivor.
 
Impact: The three-month campaign generated more than 100 million media impressions; site traffic on breastcancer.org topped 1 million visits during the month of October, and total annual site traffic exceeded 10 million visits, eclipsing goals set by the organization.

ESPN

Issue: ESPN PR charged Coyne PR with assisting the team in its outreach efforts leading up to ESPN’s unprecedented coverage of the 2010 FIFA World Cup in South Africa—the largest commitment ESPN has ever made to a single event in its history.

Idea: Coyne PR worked with ESPN to invite key media to get a sneak peak of ESPN’s 33 specially created mural ads to promote the World Cup at a Charity Art Exhibit, which also raised money for Grassroots Soccer. In an effort to create awareness for ESPN’s unprecedented commitment to the international sporting event, Coyne PR worked with ESPN PR to invite influential business, consumer and sports media to multiple events previewing both content and marketing initiatives surrounding its World Cup coverage.

Impact: Media coverage garnered by Coyne PR resulted in more than 144.1 million media impressions, a 50 percent increase in viewership and 326 stories. Placements included cover stories in Time, MediaWeek, Billboard and Broadcasting & Cable as well as stories in USA Weekend, Forbes, Fast Company, Portfolio, Men’s Health, Real Simple, Scholastic Parent and Child, Associated Press, USA Today and The New York Times.

FIFA World Cup

Issue: ESPN PR charged Coyne PR with assisting the team in its outreach efforts leading up to ESPN’s unprecedented coverage of the 2010 FIFA World Cup in South Africa—the largest commitment ESPN has ever made to a single event in its history.

Idea: Coyne PR worked with ESPN to invite key media to get a sneak peak of ESPN’s 33 specially created mural ads to promote the World Cup at a Charity Art Exhibit, which also raised money for Grassroots Soccer. In an effort to create awareness for ESPN’s unprecedented commitment to the international sporting event, Coyne PR worked with ESPN PR to invite influential business, consumer and sports media to multiple events previewing both content and marketing initiatives surrounding its World Cup coverage.

Impact: Media coverage garnered by Coyne PR resulted in more than 144.1 million media impressions, a 50 percent increase in viewership and 326 stories. Placements included cover stories in Time, MediaWeek, Billboard and Broadcasting & Cable as well as stories in USA Weekend, Forbes, Fast Company, Portfolio, Men’s Health, Real Simple, Scholastic Parent and Child, Associated Press, USA Today and The New York Times.

Pennzoil

Issue: In a three-year-long effort pulling some of the smartest scientific minds across the globe, Pennzoil developed one of the most technologically advanced motor oils in the world: Pennzoil Ultra. The task was to leverage this innovative new motor oil to highly influential media creating interest and buzz in the months leading up to a strategically timed integrated product launch.
 
Idea:
Coyne PR hosted two bi-coastal events offering key influencers an exclusive opportunity to receive the new Pennzoil Ultra product for a first-hand experience of its performance. The Coyne team also coordinated a consumer facing Pennzoil expert Q&A to address pre-launch intrigue through a top influencer online media outlet to bring clarity to some of the new product rumors, while also feeding additional interest.
 
Impact:
Sixty guests representing more than 70 outlets were in attendance at both events, additionally, over 100 cases of Pennzoil Ultra motor oil were seeded to this influential media group. Ultra continues to make the media’s engine purr, as Pennzoil Ultra has garnered more than 500 placements resulting in nearly 25 million impressions.

Pennzoil Ultra Launch

Issue: In a three-year-long effort pulling some of the smartest scientific minds across the globe, Pennzoil developed one of the most technologically advanced motor oils in the world: Pennzoil Ultra. The task was to leverage this innovative new motor oil to highly influential media creating interest and buzz in the months leading up to a strategically timed integrated product launch.
 
Idea:
Coyne PR hosted two bi-coastal events offering key influencers an exclusive opportunity to receive the new Pennzoil Ultra product for a first-hand experience of its performance. The Coyne team also coordinated a consumer facing Pennzoil expert Q&A to address pre-launch intrigue through a top influencer online media outlet to bring clarity to some of the new product rumors, while also feeding additional interest.
 
Impact:
Sixty guests representing more than 70 outlets were in attendance at both events, additionally, over 100 cases of Pennzoil Ultra motor oil were seeded to this influential media group. Ultra continues to make the media’s engine purr, as Pennzoil Ultra has garnered more than 500 placements resulting in nearly 25 million impressions.

Quaker State

Issue: Quaker State and Coyne PR geared up to raise consumer awareness of the wear protection claims of Quaker State products versus their competitors. The campaign needed to put an end to the confusing claims conversation and position Quaker State as the industry leader.

Idea: The team rolled out the perfect program to bring clarity to the wear protection issue: the Wear Wars. The challenge consisted of a respected third-party testing facility conducting a one-time, independent test of each motor oil. As the deadline quickly rolled past with no response from competitors, the team at Coyne PR distributed a national wire release to declare the winner of the Wear Wars: the consumers, who were presented with a $10 coupon to try the official industry leader

Impact: Overall, the Wear Wars campaign amounted to 664 stories, resulting in more than 212 million impressions. Web traffic to QuakerState.com increased from 3,000 visitors per month to 21,000 visitors in one month and according to BlogPulse.com, online buzz increased 200 percent on the day the challenge was released to competitors and remained high through the weeks following the challenge.

Wear Wars Challenge

Issue: Quaker State and Coyne PR geared up to raise consumer awareness of the wear protection claims of Quaker State products versus their competitors. The campaign needed to put an end to the confusing claims conversation and position Quaker State as the industry leader.

Idea: The team rolled out the perfect program to bring clarity to the wear protection issue: the Wear Wars. The challenge consisted of a respected third-party testing facility conducting a one-time, independent test of each motor oil. As the deadline quickly rolled past with no response from competitors, the team at Coyne PR distributed a national wire release to declare the winner of the Wear Wars: the consumers, who were presented with a $10 coupon to try the official industry leader

Impact: Overall, the Wear Wars campaign amounted to 664 stories, resulting in more than 212 million impressions. Web traffic to QuakerState.com increased from 3,000 visitors per month to 21,000 visitors in one month and according to BlogPulse.com, online buzz increased 200 percent on the day the challenge was released to competitors and remained high through the weeks following the challenge.

Hard Rock International

Issue: Celebrating a decade dedicated to supporting breast cancer research and awareness, Hard Rock International challenged Coyne PR with finding a way to make noise for the brand’s PINKTOBER™ program, which included a series of live music and fundraising events at Hard Rock establishments around the globe and limited-edition merchandise designed to raise awareness and funds for the cause.

Idea: The global launch featured “Artist Ambassador” Melissa Etheridge (breast cancer survivor, Oscar® and two-time GRAMMY® winner and multiplatinum recording artist) and incorporated a three-day series of interviews and performance-based events that literally took flight! Designed to empower women and survivors, the launch included a concert at Hard Rock Cafe New York, after which Melissa Etheridge boarded a “Pink Plane” and performed an acoustic rendition of her hit single “I Run for Life” for breast cancer survivors, fans and media as she traveled to Washington, D.C. to participate in a breast cancer awareness symposium at Hard Rock Cafe Washington, D.C. 
  
Impact: Coyne PR generated amazing international, national and local coverage for the launch of PINKTOBER™, with more than 203 million media impressions. 

The Launch of PINKtober

Issue: Celebrating a decade dedicated to supporting breast cancer research and awareness, Hard Rock International challenged Coyne PR with finding a way to make noise for the brand’s PINKTOBER™ program, which included a series of live music and fundraising events at Hard Rock establishments around the globe and limited-edition merchandise designed to raise awareness and funds for the cause.

Idea: The global launch featured “Artist Ambassador” Melissa Etheridge (breast cancer survivor, Oscar® and two-time GRAMMY® winner and multiplatinum recording artist) and incorporated a three-day series of interviews and performance-based events that literally took flight! Designed to empower women and survivors, the launch included a concert at Hard Rock Cafe New York, after which Melissa Etheridge boarded a “Pink Plane” and performed an acoustic rendition of her hit single “I Run for Life” for breast cancer survivors, fans and media as she traveled to Washington, D.C. to participate in a breast cancer awareness symposium at Hard Rock Cafe Washington, D.C. 
  
Impact: Coyne PR generated amazing international, national and local coverage for the launch of PINKTOBER™, with more than 203 million media impressions. 

Community FoodBank of New Jersey

Issue: The Community FoodBank of New Jersey (CFBNJ), the state’s largest food bank, experienced nearly a 30 percent increase in demand for food, but a major decrease in food and financial donations, the CFBNJ was running on fumes.  The food bank turned to Coyne PR to help them raise awareness of the severity of the situation and motivate individuals to donate.

Idea: As supporter of the CFBNJ for over two decades, Bruce Springsteen agreed to lend his image for an ad campaign developed by Coyne PR entitled, “We Can’t Let This Bank Fail!”  Coyne PR’s graphics team designed the ad for placement. Meanwhile, the agency’s PR team focused on aggressively promoting the dire state of the CFBNJ, using the forthcoming Springsteen ad as the news peg.  Two more campaigns followed, including the social media initiative “Blogging Out Hunger,” which brought together 120 N.J. bloggers on a single day to use the power of their posts to encourage people to lend a hand to the CFBNJ; and “Photographers Against Hunger," a collaboration of world-renowned photographers who had documented Springsteen over his career and donated their most famous prints for an auction, with all proceeds benefiting the CFBNJ.

Impact: The Springsteen campaign resulted in more than 650 print and online placements, generating 75 million media impressions. Best of all, as a result of the combined initiatives, the CFBNJ collected more than $330,000 in donations, which goes directly toward replenishing the food supply to feed New Jersey’s hungry.

We Can't Let This Bank Fail

Issue: The Community FoodBank of New Jersey (CFBNJ), the state’s largest food bank, experienced nearly a 30 percent increase in demand for food, but a major decrease in food and financial donations, the CFBNJ was running on fumes.  The food bank turned to Coyne PR to help them raise awareness of the severity of the situation and motivate individuals to donate.

Idea: As supporter of the CFBNJ for over two decades, Bruce Springsteen agreed to lend his image for an ad campaign developed by Coyne PR entitled, “We Can’t Let This Bank Fail!”  Coyne PR’s graphics team designed the ad for placement. Meanwhile, the agency’s PR team focused on aggressively promoting the dire state of the CFBNJ, using the forthcoming Springsteen ad as the news peg.  Two more campaigns followed, including the social media initiative “Blogging Out Hunger,” which brought together 120 N.J. bloggers on a single day to use the power of their posts to encourage people to lend a hand to the CFBNJ; and “Photographers Against Hunger," a collaboration of world-renowned photographers who had documented Springsteen over his career and donated their most famous prints for an auction, with all proceeds benefiting the CFBNJ.

Impact: The Springsteen campaign resulted in more than 650 print and online placements, generating 75 million media impressions. Best of all, as a result of the combined initiatives, the CFBNJ collected more than $330,000 in donations, which goes directly toward replenishing the food supply to feed New Jersey’s hungry.

Adventures by Disney

Issue: Adventures by Disney, provider of high-end family travel experiences, charged Coyne PR with the task of generating awareness and brand recognition among top-tier media as well as educating them about Adventures by Disney’s unique program offerings.

Idea: Coyne PR and Adventures by Disney brought a Taste of the World to New York metro-based media, with a week-long open house for one-on-one interviews with Adventures by Disney executives, local Experts and Adventures Guides. The setting provided a great opportunity for Disney to deliver key messages, which focused on the company’s history and growth, new itineraries and explain how their trips differ from competing tour operators.

Impact: Coyne PR and Adventures by Disney secured more than 40 one-on-one interviews for the week-long event, including writers/editors from Travel + Leisure, People.com, “The Travel Channel,” Family Circle Magazine, Conde Nast Traveler, O, The Oprah Magazine, Daily News (NY) and Parenting Magazine. 

Taste of the World

Issue: Adventures by Disney, provider of high-end family travel experiences, charged Coyne PR with the task of generating awareness and brand recognition among top-tier media as well as educating them about Adventures by Disney’s unique program offerings.

Idea: Coyne PR and Adventures by Disney brought a Taste of the World to New York metro-based media, with a week-long open house for one-on-one interviews with Adventures by Disney executives, local Experts and Adventures Guides. The setting provided a great opportunity for Disney to deliver key messages, which focused on the company’s history and growth, new itineraries and explain how their trips differ from competing tour operators.

Impact: Coyne PR and Adventures by Disney secured more than 40 one-on-one interviews for the week-long event, including writers/editors from Travel + Leisure, People.com, “The Travel Channel,” Family Circle Magazine, Conde Nast Traveler, O, The Oprah Magazine, Daily News (NY) and Parenting Magazine. 

Hard Rock Cafe

Issue: Hard Rock charged Coyne with creating a buzz to capitalize on its multi-million dollar investment in new on-site smokers and its new Smokehouse Menu.

Idea: To celebrate the Smokehouse Menu, Coyne created the “Hard Rock Firefighters Eat Free” program.  Coyne’s simple template created a way to thank local fire houses for their hard work and drive local and national coverage. To further honor firefighters around the globe, Hard Rock International executed a worldwide “Crank It Up” program, where guests were encouraged to round up their checks to the nearest dollar. Contributions from cafes in the U.S. and Canada were directly donated to the Leary Firefighters Foundation, a charitable organization founded by actor Denis Leary dedicated to providing fire departments with funding and resources for up-to-date equipment and training.

Impact: Coverage included pre-event calendar listings, as well as strong on-site television, print and radio coverage in many top markets. As fire trucks circled the cafes to celebrate the promotion, local news crews interviewed cafe managers and participating firefighters. The campaign generated more than 112 million media impressions, with placements in key newspapers, including the Los Angeles Times, Dallas Morning News, Miami Herald and Cleveland Plain Dealer, among others.

 

Launching the New Smokehouse Menu

Issue: Hard Rock charged Coyne with creating a buzz to capitalize on its multi-million dollar investment in new on-site smokers and its new Smokehouse Menu.

Idea: To celebrate the Smokehouse Menu, Coyne created the “Hard Rock Firefighters Eat Free” program.  Coyne’s simple template created a way to thank local fire houses for their hard work and drive local and national coverage. To further honor firefighters around the globe, Hard Rock International executed a worldwide “Crank It Up” program, where guests were encouraged to round up their checks to the nearest dollar. Contributions from cafes in the U.S. and Canada were directly donated to the Leary Firefighters Foundation, a charitable organization founded by actor Denis Leary dedicated to providing fire departments with funding and resources for up-to-date equipment and training.

Impact: Coverage included pre-event calendar listings, as well as strong on-site television, print and radio coverage in many top markets. As fire trucks circled the cafes to celebrate the promotion, local news crews interviewed cafe managers and participating firefighters. The campaign generated more than 112 million media impressions, with placements in key newspapers, including the Los Angeles Times, Dallas Morning News, Miami Herald and Cleveland Plain Dealer, among others.

 

Bayer Animal Health

ISSUE: Every year, Bayer Animal Health hosts the International Companion Vector-Borne Disease (CVBD) Symposium, which invites a group of scientific thought leaders to discuss the current CVBD findings as well as future trends. CVBD refers to diseases that are transmitted to pets by blood-feeding ectoparasites like ticks, fleas, mosquitoes and sand flies, such as Lyme disease, heartworm disease, Rocky Mountain spotted fever, babesiosis and leishmaniasis. Coyne was tasked with generating consumer awareness for vector borne disease timed to the annual symposium in Miami, Fl.

IDEA: Coyne knew most pet owners do not understand the term “vector borne disease” and many do not even know their pets can get diseases from parasites. To create mass awareness for such a complex topic, Coyne proposed explaining it in a way that even a child could understand – through a partnership with the iconic Clifford the Big Red Dog®. Coinciding with the annual symposium, Bayer Animal Health created a limited-edition distribution of Clifford Goes to the Doctor, a story that teaches children how to properly care for their pets. To unveil the limited-edition book, Coyne arranged for Bayer and Clifford the Big Red Dog to visit the Coral Park Elementary School in Miami for a special reading in conjunction with the symposium and for students throughout the Miami-Dade School District to receive copies of Clifford Goes to the Doctor to take home.

IMPACT: By aligning with an iconic children’s character and presenting the topic in a family friendly format, Coyne was able to share information on CVBD in a relevant and digestible way for the target audience. Through a comprehensive media relations strategy surrounding the book launch and corresponding symposium, Coyne generated further consumer awareness for CVBD. Coverage for the Clifford partnership and symposium spanned national and regional outlets focusing on pets, parenting and general lifestyle including a segment on NPR and a feature story in the Miami Herald.

Creating CVBD Awareness with Clifford the Big Red Dog

ISSUE: Every year, Bayer Animal Health hosts the International Companion Vector-Borne Disease (CVBD) Symposium, which invites a group of scientific thought leaders to discuss the current CVBD findings as well as future trends. CVBD refers to diseases that are transmitted to pets by blood-feeding ectoparasites like ticks, fleas, mosquitoes and sand flies, such as Lyme disease, heartworm disease, Rocky Mountain spotted fever, babesiosis and leishmaniasis. Coyne was tasked with generating consumer awareness for vector borne disease timed to the annual symposium in Miami, Fl.

IDEA: Coyne knew most pet owners do not understand the term “vector borne disease” and many do not even know their pets can get diseases from parasites. To create mass awareness for such a complex topic, Coyne proposed explaining it in a way that even a child could understand – through a partnership with the iconic Clifford the Big Red Dog®. Coinciding with the annual symposium, Bayer Animal Health created a limited-edition distribution of Clifford Goes to the Doctor, a story that teaches children how to properly care for their pets. To unveil the limited-edition book, Coyne arranged for Bayer and Clifford the Big Red Dog to visit the Coral Park Elementary School in Miami for a special reading in conjunction with the symposium and for students throughout the Miami-Dade School District to receive copies of Clifford Goes to the Doctor to take home.

IMPACT: By aligning with an iconic children’s character and presenting the topic in a family friendly format, Coyne was able to share information on CVBD in a relevant and digestible way for the target audience. Through a comprehensive media relations strategy surrounding the book launch and corresponding symposium, Coyne generated further consumer awareness for CVBD. Coverage for the Clifford partnership and symposium spanned national and regional outlets focusing on pets, parenting and general lifestyle including a segment on NPR and a feature story in the Miami Herald.

Disney Parks

Issue: Coyne PR was challenged to create a buzz about the opening of Toy Story Mania! at Walt Disney World and Disneyland.

Idea: Disney Parks partnered with the National Aeronautics and Space Administration (NASA) and launched a global campaign sending Buzz Lightyear “to infinity and beyond!” –literally to space – a dream come true for the beloved space ranger. As part of the partnership, Disney Parks also developed a new educational series for students and teachers.  The team at Coyne PR implemented a multitiered media outreach strategy leveraging Buzz Lightyear, the doll, and a creative mailing to pique the media’s interest. Following Buzz Lightyear’s historic launch, Disney Parks and NASA worked with Astronaut Greg Chamitoff aboard the International Space Station to coordinate Buzz’s first communication to Earth in a downlink from the International Space Station to Disneyland Resort to celebrate the opening of Toy Story Mania! at California Adventure.

Impact: In addition to five Associated Press stories, the program generated global media interest with coverage across 15 countries including Japan, Romania, Australia, Brazil, Canada, and the United Kingdom. Campaign efforts generated more than 845 unique online placements, 390 broadcast hits and nearly 100 print stories for a grand total of more than 1,300 placements and more than 1.8 billion in viewership and circulation.

To Infinity and Beyond

Issue: Coyne PR was challenged to create a buzz about the opening of Toy Story Mania! at Walt Disney World and Disneyland.

Idea: Disney Parks partnered with the National Aeronautics and Space Administration (NASA) and launched a global campaign sending Buzz Lightyear “to infinity and beyond!” –literally to space – a dream come true for the beloved space ranger. As part of the partnership, Disney Parks also developed a new educational series for students and teachers.  The team at Coyne PR implemented a multitiered media outreach strategy leveraging Buzz Lightyear, the doll, and a creative mailing to pique the media’s interest. Following Buzz Lightyear’s historic launch, Disney Parks and NASA worked with Astronaut Greg Chamitoff aboard the International Space Station to coordinate Buzz’s first communication to Earth in a downlink from the International Space Station to Disneyland Resort to celebrate the opening of Toy Story Mania! at California Adventure.

Impact: In addition to five Associated Press stories, the program generated global media interest with coverage across 15 countries including Japan, Romania, Australia, Brazil, Canada, and the United Kingdom. Campaign efforts generated more than 845 unique online placements, 390 broadcast hits and nearly 100 print stories for a grand total of more than 1,300 placements and more than 1.8 billion in viewership and circulation.

Pennzoil

Issue: Pennzoil, a brand that has been taking checkered flags since the 1930’s, wanted to leave the competition in the dust in select race markets during the year, so it turned to Coyne PR to come up with a program to leverage its motorsports sponsorship and maximize exposure for key retailer Jiffy Lube. 

Idea: Coyne PR conceived and implemented the Pennzoil Change for Charity, a best-of-class proprietary charity fund raising event teaming up a top NASCAR driver with employees of the local Jiffy Lube in a race against the clock to break the world record for the most oil changes performed in one hour.

Impact: The event was a huge success setting a record 120 oil changes in one hour – and raising nearly $7,000for the local charities. In market media coverage was widespread with more than 20 broadcast segments and numerous stories ran all week in the Indianapolis Star and weekly papers, plus nationwide coverage included ESPN’s “Sports Center” and an AP photo that ran in papers across the country.

Change for Charity

Issue: Pennzoil, a brand that has been taking checkered flags since the 1930’s, wanted to leave the competition in the dust in select race markets during the year, so it turned to Coyne PR to come up with a program to leverage its motorsports sponsorship and maximize exposure for key retailer Jiffy Lube. 

Idea: Coyne PR conceived and implemented the Pennzoil Change for Charity, a best-of-class proprietary charity fund raising event teaming up a top NASCAR driver with employees of the local Jiffy Lube in a race against the clock to break the world record for the most oil changes performed in one hour.

Impact: The event was a huge success setting a record 120 oil changes in one hour – and raising nearly $7,000for the local charities. In market media coverage was widespread with more than 20 broadcast segments and numerous stories ran all week in the Indianapolis Star and weekly papers, plus nationwide coverage included ESPN’s “Sports Center” and an AP photo that ran in papers across the country.

Palmer's

Issue:  Create an impactful way to kick off a national awareness campaign for baby massage and its numerous benefits to consumers and media through the repackaged Palmer’s Cocoa Butter Formula Baby Butter Massage Lotion.

Idea: Coyne PR staged the Palmer’s World’s Largest Baby Butter Massage at the American Baby Faire in Dallas with more than 300 babies and parents practicing baby massage simultaneously using Palmer’s Baby Butter Massage Lotion. Event participation and campaign awareness was fostered through Dallas-area guerilla marketing efforts, satellite media tour, product samples and branded “onesies” gifts, b-roll and nationwide photo distribution.

Impact: The campaign garnered more than 100 million impressions and numerous high-profile national placements in American Baby, Child and Parents. Additionally, Dallas media was saturated with pre-event baby mania with segments on “Good Day Dallas” and “Dallas / Ft. Worth Today” and placements in the Dallas Morning News and Dallas Observer.

National Baby Massage Campaign

Issue:  Create an impactful way to kick off a national awareness campaign for baby massage and its numerous benefits to consumers and media through the repackaged Palmer’s Cocoa Butter Formula Baby Butter Massage Lotion.

Idea: Coyne PR staged the Palmer’s World’s Largest Baby Butter Massage at the American Baby Faire in Dallas with more than 300 babies and parents practicing baby massage simultaneously using Palmer’s Baby Butter Massage Lotion. Event participation and campaign awareness was fostered through Dallas-area guerilla marketing efforts, satellite media tour, product samples and branded “onesies” gifts, b-roll and nationwide photo distribution.

Impact: The campaign garnered more than 100 million impressions and numerous high-profile national placements in American Baby, Child and Parents. Additionally, Dallas media was saturated with pre-event baby mania with segments on “Good Day Dallas” and “Dallas / Ft. Worth Today” and placements in the Dallas Morning News and Dallas Observer.

BabyCenter

Issue: BabyCenter.com turned to Coyne PR to help position itself as a key resource for media for anything and everything related to pregnancy and parenting, thus further solidifying its status as THE go-to source for moms and moms-to-be.

Idea: Coyne PR developed a strategic PR campaign to help increase visibility and awareness for BabyCenter with key national and local market media outlets, key components of which included a panel of internal and external experts who could be pitched to the media regarding specific topics associated with pregnancy and parenting as well as the BabyCenter PressCenter, a monthly e-letter distributed to key media outlets featuring the latest news and trends.

Impact: In the first year of the campaign alone, BabyCenter and its experts appeared on the Today show more than 10 times and in/on top print and broadcast outlets, including USA Today, The Wall Street Journal, Joy Behar Show, Regis & Kelly, CNN Empowered Patient, Time.com, AOL homepage, Yahoo! homepage, Yahoo! Shine, New York Time’s Motherlode blog and US Weekly, among others.

Establishing BabyCenter as THE go-to source

Issue: BabyCenter.com turned to Coyne PR to help position itself as a key resource for media for anything and everything related to pregnancy and parenting, thus further solidifying its status as THE go-to source for moms and moms-to-be.

Idea: Coyne PR developed a strategic PR campaign to help increase visibility and awareness for BabyCenter with key national and local market media outlets, key components of which included a panel of internal and external experts who could be pitched to the media regarding specific topics associated with pregnancy and parenting as well as the BabyCenter PressCenter, a monthly e-letter distributed to key media outlets featuring the latest news and trends.

Impact: In the first year of the campaign alone, BabyCenter and its experts appeared on the Today show more than 10 times and in/on top print and broadcast outlets, including USA Today, The Wall Street Journal, Joy Behar Show, Regis & Kelly, CNN Empowered Patient, Time.com, AOL homepage, Yahoo! homepage, Yahoo! Shine, New York Time’s Motherlode blog and US Weekly, among others.