NEW ORLEANS—Peter Mayer’s Public Relations department took home three awards at the Public Relations Society of America (PRSA), New Orleans Chapter’s annual awards ceremony. Two entries earned Certificates of Excellence and one earned the coveted Anvil Award–the Society’s highest distinction. The agency’s work was recognized for generating exposure in traditional and social media channels on behalf of three of its clients: the Fore!Kids Foundation, W Hotels of New Orleans and The National World War II Museum.
“While we are honored by the prestige these awards bestow, our core objective is to deliver results for our clients,” said Mark Mayer, agency President.
A list of the awards follows:
W HOTELS OF NEW ORLEANS
Analysis:
W Hotels of New Orleans sought to increase local traffic to the restaurants and bars of its local property
W French Quarter during Dirty Linen Night, an annual New Orleans gallery walk and arts event that draws thousands of tourists and locals downtown. The budget was limited.
Tactics:
Peter Mayer PR developed event promotions, including an art exhibit at W French Quarter by an environmental painter, to generate interest within W’s hip target market by focusing media outreach on short-deadline, high-impact news sources. The online event promotion would reach 20,000 people in order to generate 100 event attendees, 50 percent from arts audiences. A liquor company was invited to help sponsor the fun.
Results:
The exhibit was previewed by NOLA.com and the Nolafunguide.com e-newsletter, while local groups in the target demographic emailed their members, encouraging them to attend. Two hundred people, double the number predicted, showed up for the event. The result was a packed local party that LiveGreenNewOrleans.com said was “better attended” than other Royal Street openings. The Times-Picayune social photographer published two full-color photos from the event, and Peter Mayer won the Anvil Award in the Great Idea category for its creative and winning solutions.
2009 ZURICH CLASSIC OF NEW ORLEANS–EVERYONE PLAYS!
Analysis:
Peter Mayer PR managed media relations at the Zurich Classic for the Fore!Kids Foundation, a nonprofit organization that raises funds for children’s charities through the production of golf-related events. Several obstacles needed to be overcome, as the recession threatened to cut attendance. Meanwhile, the Classic coincided with Jazz Fest, the hugely popular New Orleans music and cultural festival. With internationally famous acts like Dave Matthews and Bon Jovi, how could a golf tournament compete?
Tactics:
The agency developed a list of potential story angles to be pitched before and during the Classic, covering not just golf but the event’s economic impact and the food and entertainment offered during the tournament. The emphasis was on fun, with sports forming the backdrop of a great day out. Peter Mayer PR coordinated an editorial board meeting with The Times-Picayune emphasizing the tournament’s appeal beyond golf enthusiasts, and a front-page feature by columnist Chris Rose, secured morning show interviews on each local station, and convinced news producers to include remote weather broadcasts from the Classic in addition to expected sports updates.
Results:
Total attendance at the event was 148,000–the highest figure since Katrina. Earned media public relations value of the Classic for both print ($480,730.02) and broadcast ($274,468.40) totaled $755,198.42. Peter Mayer PR received a Certificate of Excellence in the Special Events–Observances–Nonprofit Association category.
THE NATIONAL WW II MUSEUM
Analysis:
The Museum needed to reach younger and online audiences to alert them to the upcoming opening of three major new attractions includingBeyond All Boundaries, a 4D cinematic experience from Tom Hanks.
Tactics:
After analysis revealed an interest in both history and current events related to World War II, Peter Mayer PR developed a Twitter character named WWIIToday who focused on news of, and information about, the war both today and in history written in an engaging, lively style, while sticking to the maximum 140-character count Twitter dictates. Sponsored by the Museum, the site would regularly fold Museum news and events into its mix of history, video links and news items.
Results:
By becoming a micro-blog about all things WWII, WWIIToday attracted a large following, growing to 10,600 members by the time the attractions debuted November 6 and becoming the largest Louisiana cultural institution on Twitter, while helping generate 1,198,828 impressions through the new social medium for the Museum’s opening festivities. Peter Mayer PR received a Certificate of Excellence in the Social Media Campaign category.
Chartered in 1947, the Public Relations Society of America (PRSA) is the world’s largest and foremost organization of public relations professionals. PRSA provides professional development, sets standards of excellence and upholds principles of ethics for its members and, more broadly, the multibillion-dollar global public relations profession. PRSA also advocates for greater understanding and adoption of public relations services and acts as one of the industry’s leading voices on the important business and professional issues of the times.
Peter Mayer Advertising Inc. was founded in 1967 with three employees and $200,000 in annual billings. Today, it is one of the largest full-service advertising, public relations and marketing agencies in the Gulf South, with offices in New Orleans, Baton Rouge and Monroe, a staff of more than 130 professionals and annual billings of more than $83 million. Peter Mayer Advertising specializes in all areas of advertising, marketing, direct response, interactive, public relations and promotions. Its client list includes local, regional and national accounts. Follow us on Twitter.