We teased target media nationwide with the mailing of a wax apple and a tag line stating "Did you know that 200 of the world’s hottest celebrities will be moving to Times Square this fall? We’ll keep you posted." The mailing was followed by an exclusive piece in The New York Times simultaneous to the distribution of press kits and the announcement event media alert.
For the announcement event, we secured the participation of Mayor Rudolph Giuliani, whose portrait was unveiled on 42nd Street in front of the attraction, generating over 50 million media impressions. We developed and directed the grand opening, closing off 42nd Street for a gala celebrity event that attracted 2,000 guests, more than 300 media from around the world and remarkable publicity.
The Madame Tussaud’s New York grand opening campaign generated over one billion domestic and international media impressions including coverage on CNN, Entertainment Tonight, The Today Show, The Daily Show, The Late Late Show with Craig Kilborn, and Saturday Night live, as well as all affiliates in the New York market and top markets nationwide. Print coverage was generated in outlets such People Magazine, InStyle, The New York Times, and in daily and weekly publications locally, nationally and internationally.
Stratosphere Hotel & Casino - Most Successful Las Vegas Opening at the Time!
Wills Communications, Inc. was responsible for the highly successful opening of the $550 million Stratosphere Hotel & Casino.
The multi-faceted media relations effort included pre-opening and opening efforts, which featured celebrity participation and attracted more than 400 media from around the world. We generated in excess of $2 million in cross promotional advertising value with national partners such as McDonald’s, Tower Records, and Midas.
Results included feature articles in Time, Newsweek, U.S. News & World Report, Wall Street Journal, Forbes, Fortune, Los Angeles Times (Page One), USA Today, Business Week, Chicago Tribune, The New York Times, Newsday, and nearly every daily newspaper in the United States; feature story segments on more than 450 network and affiliate television newscasts and shows, resulting in more than 160 million television impressions domestically -- including features on The Today Show, Good Morning America, CBS This Morning, CNN, CNBC, Good Day L.A., KTLA Morning News, Entertainment Tonight, EXTRA, E! Entertainment Television, ABC/NBC/CBS/FOX network newscasts, and hundreds of others; and extensive international coverage in Europe, South America, Asia and Canada.
The United States Postal Services - Educating Kids Through Stamps!
The United States Postal Service charged Wills Communications, Inc. with a two-year, nationwide education campaign to reach out to children and their parents in all aspects of their lives: in school, at home, and in their communities.
We partnered with more than 10 of the nation’s leading education associations, including the U.S. Department of Education and the American Library Association, to develop what has become the largest cross-curriculum program ever created for grades K-12. In addition, we planned school assemblies and library events throughout the country, securing Disney Channel star David Sidoni to host the interactive, game show-style events that took children on a field trip through American History using stamps as their guide.
We also developed a broad-based media relations campaign to increase awareness about the Celebrate The Century Education Series and generated more than 40 million media impressions, validating the Postal Service’s contribution to education in national, regional, and local print and broadcast media.
The success of the in-school programs, based on teacher surveys, encouraged the Postal Service to plan an extended in-school curriculum program surrounding future commemorative stamp subjects.
International House of Pancakes - Pass The Syrup!
IHOP (a client for more than 10 years) selected Wills Communications, Inc. to develop a National Pancake Day program designed to raise funds for Children's Miracle Network Hospitals and other local charities, and raise awareness of and appreciation for IHOP as a good corporate citizen.
We launched the effort as a satellite program in 2006, and in 2008 was charged with developing and managing the program on a national level. Wills Communications, Inc. has continued to oversee strategic planning and program execution for this significant national event each year, continually expanding strategic elements and overall program success.
In addition to national and grassroots media relations effots, our contributions have included developing a highly successful online contest, a celebrity-supported public service program, and a celebrity "wakeup call" campaign. On a local level, the agency has planned "pancake parties" at children’s hospitals and IHOPs nationwide and developed radio promotions. We have also managed media training for spokespeople in each market, planned and coordinated a media tour for Miss America (a program spokesperson), developed video and digital news releases, and more.
In 2011, we generated more than 700,000,000 media impressions, with coverage from USA Today, The Today Show, Entertainment Tonight, most every major market daily newspaper, national magazines, and dozens of ratio and TV stations. The program was also a top trending social media story.
The 2011 campaign resulted in more than $44 million in publicity value.