Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?This year marked the 80th anniversary of the attack on Pearl Harbor, which killed more than 2,400 civilians and members of the military. The event resulted in the U.S. declaring war on Japan, and thus propelled the country into World War II. The National WWII Museum tasked us with launching its newest exhibit called Infamy: Pearl Harbor Remembered, as well as securing speaking opportunities for museum spokespeople to talk about the significance of the attack and the importance of remembering those who died. We began outreach several months ahead of the December 7th anniversary to a highly targeted list of national TV, print and online media contacts we know to have a strong interest in WWII related news. We shared information about the new exhibit and inquired about plans for Pearl Harbor coverage, checking in once a month leading up to the anniversary to see what Pearl Harbor stories might be in the works. Our goal was to secure a major national broadcast opportunity and a major print or online interview with a national publication for a museum spokesperson. The ideal coverage would showcase our spokesperson as a subject matter expert, continue to raise visibility for and interest in visiting the museum and tie back to the Museum’s new Pearl Harbor exhibit.

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)We exceeded our original goals for placements, securing multiple major national media opportunities. After numerous rounds of follow-ups with media over several months, we secured interest in interviews with Infamy exhibit curator Tom Czekanski, Senior Historian Rob Citino and Director of Distance Learning, Chrissy Gregg. We worked with a TODAY show producer to conceptualize a segment filmed at the Museum with Rob and TODAY correspondent Harry Smith where Rob would explain to Harry how the attack on Pearl Harbor unfolded and provide other historical insights. The extensive segment aired on the network and was posted to NBC News’ website and the TODAY Twitter account. We also secured a second opportunity for Rob to discuss Pearl Harbor myths with TIME reporter Olivia Waxman, which resulted in an online article that was widely syndicated on Yahoo! News and MSN.com. Our conversations with other NBC producers also resulted in a film crew coming to the Museum in New Orleans to interview Chrissy Gregg for NBC Nightly News with Lester Holt: Kids Edition. This was a great opportunity for Chrissy with her education background to talk about Pearl Harbor in a way young children could understand. The new Infamy exhibit was featured in the segment, which was also shared on the NBC News YouTube channel. And finally, we were approached by a producer at Bloomberg QuickTake to have a spokesperson conduct a segment about the 80th anniversary. We arranged for senior curator Tom Czekanski to talk about the historical significance of the day and how the new exhibit honors the heroes and victims of the attack. The interview wound up being eight minutes long and streamed live on Bloomberg’s website and app on Apple TV, Roku, Samsung TV, Amazon Fire and Android TV. All of this news coverage and social posting totaled 102 million impressions.

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?We conducted the campaign within our agency retainer fees, and there were no additional out of pocket expenses. The return on investment is significant.

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

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Entry TitlePearl Harbor’s 80th Anniversary Remembered

DivisionPublic Relations - NEW OPENING/LAUNCH

CategoryPublic Relations