Boston Bites Back

Cooking for a Cause

Challenge

Days after the Boston Marathon bombings – the first bomb went off directly under marlo’s Boylston Street office – chefs Ken Oringer and Ming Tsai asked us to volunteer our PR services to promote a fundraiser to be held one month after the attacks. We accepted this pro-bono project without hesitation, knowing that it would help heal the city, the victims and us personally. The goal was to raise $1M in three weeks for The One Fund via a once-in-a-lifetime tasting event, featuring 100 Boston chefs at Boston’s iconic Fenway Park.


Strategy

We immediately dedicated an internal team member to serve as part of the BBB team (chefs, Boston Red Sox, Mayor’s office, ARAMARK) and to serve as the liaison with a wider agency team. Next, we drafted press documents and began pitching immediately to secure pre-event coverage while simultaneously planning a press conference and one-on-one media interviews on Fenway’s field. To further spread the word, we used our deep relationships in the Boston community to identify and secure paid media sponsorships from print, broadcast and OOH partners. Finally, we created strategic relationships with key partners for distribution to their audiences and developed content to ensure consistent messaging throughout all channels.


Results

With less than three weeks to strategize, plan and execute, Boston Bites Back received phenomenal earned media coverage both locally and nationally across all mediums, resulting in a near sell-out crowd that took over all of Fenway Park and raising just shy of the committee’s ambitious $1M goal.

 

 

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