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Campaigns: Ford travels for autism awareness Neighborhood Ford Store.
PR TEAM: Neighborhood Ford Store (Pittsburgh, PA) and St. John & Partners (Jacksonville, FL) CAMPAIGN: Through Their Eyes Art Exhibit to Benefit Autism DURATION: July 2007-January 2008 BUDGET: about dollars 7,500
Todd Lynch, VP and director of PR for St. John & Partners (SJ&P), says the cars tended to overshadow the charity. NFS asked SJ&P to elevate its visibility, drive awareness of the charities, and increase relevance to the Ford dealers that paid for the sponsorship.
STRATEGY
Lynch says researching past media coverage and shows helped determine that establishing a tie-in with the charities would best enhance NFS' sponsorship. 'We wanted to give this thing legs ... beyond (PVGP),' says Dan Taylor, special events chairman for NFS.
The team devised an art exhibit and contest called 'Through Their Eyes' (TTE). Kids attending PVGP would draw their impressions of the event, which would be posted on NFS' Web site and go on a traveling exhibit to various Ford dealerships. People would vote online for their favorite piece, and NFS would donate dollars 500 to each charity in the winning artist's name, Lynch says.
TACTICS
Art supplies and space to create were provided in a tent at the PVGP. Lynch says SJ&P designed and created a crayon-themed TTE's Web site to host the art online. The site also included the traveling exhibit schedule, a news page, and information and links to the charities' sites.
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Source: HighBeam Research, Campaigns: Ford travels for autism awareness Neighborhood Ford Store.