|
|
| |
| CASE
STUDIES
|
|
|
|
The Air & Sea Show
in Fort Lauderdale has become one of the world's largest spectator events, drawing more than four million people to the beach for world class military and civilian air and sea performances. Since its inception in 1995, Fitzgerald Productions has handled every aspect of public relations for this "National Salute to the U.S. Military," coordinating the needs of hundreds of news media from around the world who cover the event. |
|
|
Our job is to showcase all branches of the military, dozens of corporate sponsors, South Florida as a travel destination, and the charities who benefit from the show.
|
|
In year one, more than 800,000 people attended the
oceanfront spectacular. The city said that was more
than those who came for any two of its famous
"spring breaks" combined. In year two, the
show drew 2.5 million people according to military
crowd estimates.
That was more people in two days
than the number expected to attend the 1996 Olympics
in Atlanta. Since then, annual attendance has grown
to millions, with more than 40 corporate sponsors
who attach their names to the event.
|
 |
|
|
|
| |
|
 |
Truth-in-Labeling campaign for the National Spring Water Association: Received nationwide print and broadcast coverage and influenced new federal legislation to protect consumers. The successful handling of the campaign was documented as a numbered case study by PR News, which compiles the most important public relations cases for study by other professionals. |
| |
|
 |
Our roll-out for PGA Golf Club (PGA's first ever world-class public facility) attained national recognition for the Professional Golfers Association as a model facility for the future of the golf industry. |
|
|
News coverage reached more than 14-million people in the first four months of our campaign, resulting in sold-out courses almost daily. Surveys showed that advance news publicity helped attract golfers from 35 states to the facility the first two weeks it was open. No paid advertising was done outside of the local area, and hundreds of print and broadcast stories were attained.
|
|
The facility received glowing reviews from the New York Times, Golf Digest, Golf Magazine, Travel Agent Magazine, Golf Course News, Southern Golf and others. Fitzgerald Productions reached our goal of helping to keep the courses full, even during the off-season; and generating
a more profitable 50:50 mix of out-of-state vs. local
golfers far exceeding the client's expectations of a 15:85 ratio.
|
 |
|
| |
|
 |
Lifestream Technologies (AMEX:KFL) 2001 roll-out of a revolutionary home cholesterol testing device:
Targeted to more than 100-million people with high cholesterol and risk of heart disease,
the Lifestream Cholesterol Monitor offers a fast, easy and accurate way for individuals
to test themselves between regular doctor visits and partner in their own preventive healthcare.
|
It is the first consumer product to use Microsoft Smart Cards.
Prior to the product release, Fitzgerald Productions helped prepare and publicize Lifestream for its opening day on the American Stock Exchange, orchestrating the formalities of the day, press coverage, and the testing of hundreds of traders in the AMEX lobby for their risk of heart disease.
|
We worked closely with Microsoft, offering them a platform to demonstrate their first smart-card empowered consumer product to other Microsoft customers who might wish to harness similar technology. We worked the trade and consumer press at major shows and conferences to attain hundreds of advance print and broadcast stories.
|
 |
|
|
Our work helped convince the news media to include the Lifestream Cholesterol Monitor among their "Top 10" new products coming from shows such as Housewares in Chicago and Consumer Electronics in Los Angeles. We assisted the company with a successful opening day appearance on QVC television shopping network, and attained subsequent media attention live on Good Morning America, the CBS Early Show, Barbara Walters' talk show--The View, in Parade magazine, the National Enquirer, and Fortune, among others. Most of this press was attained prior to the company beginning a paid advertising campaign, and stories included how to purchase the product via toll-free phone number and website address. As a result, much of the strong consumer, investor, distributor and retail interest, along with direct online product sales could be attributed to the public relations campaign. |
| |
 |
U.S. Air Force Experience nationwide recruiting
campaign
|
|
In the late 1990s, the U.S. Air Force and other military branches failed to meet their recruiting goals for the first time in history. Corporate America, fueled by the nation's strong economy, had become a formidable competitor in attracting young people to career opportunities. As part of a stepped-up marketing campaign by the Air Force, Fitzgerald Productions was hired to plan and implement a supplementary public relations campaign to help boost recruiting and reconnect the Air Force with the American public.
The backdrop for the new campaign was a high-tech, national road tour created by Fort-Lauderdale-based Pro Tour, Inc. that included a real F-16 and specially designed flight simulators for the public to try. The exhibition traveled in giant semi-tractor trailers to different cities each week, stopping at high schools, shopping malls and special events nationwide. Local recruiters were on hand to answer career opportunity questions. |
 |
Fitzgerald Productions attained advance coverage in each city, along with front page newspaper stories and television live-shots during each visit. The CBS Early Show's host Bryant Gumbel and weatherman Mark McEwen conducted live interviews when we helped put the F-16 on the streets of New York City right outside their studio. Publicity from news stories helped to draw strong public attendance throughout the tour, and generated record numbers of "leads" for recruiters. News media exposure the first year in 2000 reached 50 million people. After the second year of the campaign, Air Force recruiting reached all time highs. Fitzgerald Productions was hired a third year, after the September 11 crisis, to expand the PR campaign five-fold for fiscal year 2002. The schedule includes visits to 1,000 locations.
|
| |
|
 |
Automotive Dealers Marketing new package of car-buying services for members of AAA Florida: The news media coverage was so extensive, including reporting of the toll-free "800" number, that the company had to triple its telephone operators to handle the overwhelming thousands of calls requesting the product.
|
| |
|
 |
NPC Southern States Body Building & Fitness Championships: The East Coast's largest amateur body building competition has been a financial success each year we've been involved. By attaining extensive advance news publicity (with little or no paid advertising) we helped grow the show from an audience of a few hundred to sell out crowds that fill Ft. Lauderdale's War Memorial Auditorium. Since 1995
we have helped quadruple ticket sales compared to any previous years of the event's 20+ year history. Publicity included a lengthy, front page story with illustration in the Wall Street Journal.
|
| |
|
 |
Introduction of Laure€ Beverage Company's spring water to South Florida: After a series of front page articles in all of the major local and business papers, and a lengthy television story, Nielsen product ratings showed Laure€ jumped from #9 in spring water sales (being new) to #3 after three months of the introduction--surpassing many major national brands. The publicity also resulted in new investors and distributors. No paid advertising was used in the market.
|
|
|
|
|
