PR Move of the Day:Crocs AVP Tour (which just launched its Hot Winter Nights Series this week), the ATP, the WTA, the PGA, the Harlem Globetrotters, even NASCAR and Champ Car…is based o.reinventing the PR wheel from city to city and then keeping the stories fresh for the return the following season. Often times, the staff can get caught up in the day-to-day and miss the advance opportunities, and the national overlays that exist, o.fail to see the conflicts in a market that may diminish exposure in a given year. Well, no group in recent years has taken on those tasks…the fresh stories, the national overlays, the unique pitches, all in the face of major competition…and thrived more than the PBR, and their internal PR team with a nice boost from Rubenstein PR.PBR had as big a week as any tour in the New York metropolitan area…with unique story coverage on activation and personalities ranging from Multichannel News to a slide show and coverage in the New York Times and the other dailie.to a favorable piece in the New York Observer and solid TV coverage, all backed up by a pullout and event coverage in USA Today…all in the face of the Giants-Bucs playoff buzz and the usual distractions of the New York media. The coverage will continue (as will the tough coverage market) in Worcester, Mass. this weekend (nice piece in the Worcester Telegra.today) as will the rough competition, with the Patriots starting their Super Bowl push. However the examples of very tailored pitches, tremendous access, and covering all the event angles shows that with the right work the breakthrough can occur, and its a great reason why many marketers think the PB.is just beginning to thrive on the nationa.and international stage.
Also on the best pracitices front, Event Marketer Magazine does a great job of pulling together best practices, especially in the sports activation space. We came across their 2007 awards for football recently, and their methodology awarded their 2007 Best Practices Gold Star to American Eagle Outfitters, who bested more traditional sports marketing activations by mainstays like Canon, ESPN College GameDay, and Allstate. AEO built a campaign. through word of mouth experts Mr. Youth, to college age consumers through grassroots and online efforts around tailgating. Consumers designed their own tee-shirts at select games and shared their thoughts about game-day traditions in a solid online collection that drove the consumer back to the site after the game and beyond (a clip of the activation is seen here). The campain details, as well as the other best practices are online in the November/December issue..?
