Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program? -Pitch and secure placements to earn 250 million impressions to outperform the previous year’s results in relevant Southern California outlets in all mediums. *Draft and circulate announcement press release, first week of Sept. *Begin securing coverage in mid-lead print and digital outlets, first week of Sept. *Draft and circulate detailed press release in December with full line-up of festivities and ways to watch -Stretch story ideas by working new angles to secure additional coverage in new outlets or sections. *Lifestyle Angle: Search for all writers who covered holiday light roundups in previous year and pitch boat parade *Home and Garden: Pitch Ring of Lights home decorating competition *Business Angle: Pitch business of the boat parade, the $6 million revenue generated during parade and the local businesses who benefit. *Human Interest Angle: Pitch stories about individuals who dedicate their time and dollars to decorating and participating in the parade. The grandson of the founder of the boat parade is the co-chair of the parade and is an excellent interview for a historical angle. *Entertainment Angle: With a local celebrity Grand Marshal onboard, pitch entertainment and celebrity outlets -Secure a live remote with a Los Angeles morning news show to tease parade. *Begin pitching LA broadcast stations the month of to secure live remotes -Secure coverage in all Los Angeles broadcast stations. *Begin pitching LA broadcast stations via media alert two weeks prior to event -Plan and execute a successful opening night media event. *Host a VIP opening night kick-off event with remarks by the Mayor, Christina Anstead (Grand Marshal) and other pertinent civic and city leaders. -Conduct a post-event media blitz with newly created photo and video assets for continued coverage for all nights of the parade. *Work with photographer and videographer to circulate photos and b-roll package of parade and circulate the next morning.

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)The 111th Newport Beach Christmas Boat Parade was a record-shattering year and successful beyond all measure. Due to the parade’s historical nature, the team could have rested knowing no matter what there would have been some coverage. However, the team went the extra mile to creatively slice and dice the parade’s angles to secure coverage in new beats while proactively gleaning coverage in nearly every targeted outlet and in the Southern California region and beyond. The team worked to secure dozens of sources in the community from boat and home owners to restaurateurs and other small business owners. They were all media trained and prepped and many were needed on a moment’s notice, however if they weren’t available – the team would work hard to find others for the story at hand. All objectives were met and success total by numbers is as follows: In total by numbers, over 324 media placements went live (43 national, 82 local, 193 broadcast) earning 1.1 billion media impressions – a 388% increase from previous year! Secured broadcast placements included a four-part live remote feature with FOX-11 Good Day LA featuring 14 local businesses. Opening night saw live broadcast coverage on all local Los Angeles stations including NBC, ABC, CBS, KCAL, FOX and Channel News Asia. The segments were aired on affiliate stations all across the United States which totaled over 14 hours in air time. Lifestyle print and online coverage highlights included Conde Nast Traveler, Thrillist, Good Housekeeping, Page Six and People, while the business angle earned two cover stories: The Cover of the Orange County Business Journal and cover of the business section in the Los Angeles Times.

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Situational Analysis: Please provide a brief background on the initiative and the problem, challenge or issue you were seeking to address in the areas of developing emerging talent and engaging existing talent to meet the demands of your business.

Goals: What did your organization set out to achieve in undertaking this initiative? What obstacles did you encounter?

Results and Impact: What results had the greatest impact on your target audience? Please comment on the process and the outcomes. What measures were used to determine success?

Situational Analysis: Please provide a brief background on the initiative and the nature of the issue you were trying to impact.

Goals: Clearly state your goals. What did you strive to achieve with this initiative?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the initiative?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)

Entry TitleA New Take on a Historic Parade: The 111th Annual Newport Beach Christmas Boat Parade Sails into a Record-Breaking Media Relations Year

DivisionPublic Relations - SPECIAL EVENT

CategoryPublic Relations