34 Heritage

Issue:  A well-known player in the denim industry, 34 Heritage premium men’s denim tasked Coyne PR with establishing the brand as the pinnacle of luxury and comfort for the refined man, as well as a major force in the ever-evolving men’s fashion media landscape. With a specific focus on building new editor relationships and introducing the brand to the menswear industry at large for the first time, Coyne leveraged existing media ties and the team’s industry knowledge to garner significant, impactful digital and print coverage, all the while emphasizing the brand’s refinement and quality.

Idea: With a dual focus on building an organic blogger and media program and forging editor relationships, Coyne PR stepped into the new challenge full-speed ahead. Highlighting the brand’s unique fit, stellar fabric and refined look & feel, the team generated dozens of  pieces of coverage, in addition to product requests sample pulls following proactive, targeted and extensive media pitching to kick off the partnership. Coyne also worked to establish the brand’s identity as a refined everyday option for the man who enjoys tailored suits. Using the 34 Heritage showroom as a dedicated focal point, Coyne invited top media, including publications like Maxim and Esquire, to view the brand’s S17 collection while enjoying premium Scotch and a gifted pair of 34 Heritage denim.  The event left a lasting impression on top editors, some of whom called in and featured product the same week.

Impact: Coyne PR’s efforts have paid off in terms of driving home the brand’s focus on luxury, quality and style. A range of publications and top outlets have shone the spotlight on 34 Heritage, with coverage including top luxury and business features from the likes of Forbes and TheStreet.com. Top bloggers have also established the brand’s burgeoning style credibility and refinement. In total,  than 50 million media impressions have been generated following ongoing outreach, with top-tier trade and lifestyle outlets like MR. Magazine and Men’s Journal also expressing interest in future coverage.

Establishing the Brand as a Pinnacle of Luxury

Issue:  A well-known player in the denim industry, 34 Heritage premium men’s denim tasked Coyne PR with establishing the brand as the pinnacle of luxury and comfort for the refined man, as well as a major force in the ever-evolving men’s fashion media landscape. With a specific focus on building new editor relationships and introducing the brand to the menswear industry at large for the first time, Coyne leveraged existing media ties and the team’s industry knowledge to garner significant, impactful digital and print coverage, all the while emphasizing the brand’s refinement and quality.

Idea: With a dual focus on building an organic blogger and media program and forging editor relationships, Coyne PR stepped into the new challenge full-speed ahead. Highlighting the brand’s unique fit, stellar fabric and refined look & feel, the team generated dozens of  pieces of coverage, in addition to product requests sample pulls following proactive, targeted and extensive media pitching to kick off the partnership. Coyne also worked to establish the brand’s identity as a refined everyday option for the man who enjoys tailored suits. Using the 34 Heritage showroom as a dedicated focal point, Coyne invited top media, including publications like Maxim and Esquire, to view the brand’s S17 collection while enjoying premium Scotch and a gifted pair of 34 Heritage denim.  The event left a lasting impression on top editors, some of whom called in and featured product the same week.

Impact: Coyne PR’s efforts have paid off in terms of driving home the brand’s focus on luxury, quality and style. A range of publications and top outlets have shone the spotlight on 34 Heritage, with coverage including top luxury and business features from the likes of Forbes and TheStreet.com. Top bloggers have also established the brand’s burgeoning style credibility and refinement. In total,  than 50 million media impressions have been generated following ongoing outreach, with top-tier trade and lifestyle outlets like MR. Magazine and Men’s Journal also expressing interest in future coverage.

The SEC Network

Issue: In preparation for the launch of their newest broadcast property, The SEC Network, in August 2014, ESPN turned to Coyne PR for assistance in raising national and regional brand awareness for the network among consumers and—importantly—potential carriage providers.

Idea: Coyne devised a two-pronged approach to media outreach: elevate the launch of the SEC Network as a must-have national outlet, while maintaining a particularly strong drumbeat in existing SEC hotbed markets. To expand the network’s media footprint nationally, Coyne leveraged tried-and-true ESPN network talent, including Jesse Palmer, Brent Musburger and Paul Finebaum, as well as new, high-profile additions to the ESPN family specific to the soon-to-launch network, such as Tim Tebow. In an effort to fuel the fan fire down south, particularly in SEC-specific  markets, Coyne placed SEC Network talent and executives in front of regional print and radio outlets on an almost weekly basis, and booked SEC Network talent on a month-long regional radio media tour to drive a steady drumbeat of local market press coverage. Lastly, Coyne introduced and educated sports business industry influencers by offering a behind-the-scenes look at the process of launching a network, coordinating an intimate media luncheon in New York City with SEC Network leader Justin Connolly and lead play-by-play voice Musburger with media.

Impact: By the time it launched on August 14, 2014, every major cable provider in the country was on board to carry the SEC Network, and it is considered to be the most successful network launch in cable history. Coyne generated significant national press coverage for SEC Network talent and executives including features in the Wall Street Journal, USA TODAY, Delta Sky, American Airlines and JetSet Magazine, as well as top-tier regional outlets in key SEC markets such as Atlanta Magazine, Gainesville Magazine, 002 Houston and The South, among many others.

Supporting the Most Successful Network Launch in Cable History

Issue: In preparation for the launch of their newest broadcast property, The SEC Network, in August 2014, ESPN turned to Coyne PR for assistance in raising national and regional brand awareness for the network among consumers and—importantly—potential carriage providers.

Idea: Coyne devised a two-pronged approach to media outreach: elevate the launch of the SEC Network as a must-have national outlet, while maintaining a particularly strong drumbeat in existing SEC hotbed markets. To expand the network’s media footprint nationally, Coyne leveraged tried-and-true ESPN network talent, including Jesse Palmer, Brent Musburger and Paul Finebaum, as well as new, high-profile additions to the ESPN family specific to the soon-to-launch network, such as Tim Tebow. In an effort to fuel the fan fire down south, particularly in SEC-specific  markets, Coyne placed SEC Network talent and executives in front of regional print and radio outlets on an almost weekly basis, and booked SEC Network talent on a month-long regional radio media tour to drive a steady drumbeat of local market press coverage. Lastly, Coyne introduced and educated sports business industry influencers by offering a behind-the-scenes look at the process of launching a network, coordinating an intimate media luncheon in New York City with SEC Network leader Justin Connolly and lead play-by-play voice Musburger with media.

Impact: By the time it launched on August 14, 2014, every major cable provider in the country was on board to carry the SEC Network, and it is considered to be the most successful network launch in cable history. Coyne generated significant national press coverage for SEC Network talent and executives including features in the Wall Street Journal, USA TODAY, Delta Sky, American Airlines and JetSet Magazine, as well as top-tier regional outlets in key SEC markets such as Atlanta Magazine, Gainesville Magazine, 002 Houston and The South, among many others.

Mohegan Sun

Issue: Since opening its doors in October 1996, Mohegan Sun has grown to be among the top three largest casinos in the U.S and one of the East Coast’s premiere resorts, delivering unforgettable experiences to more than nine million visitors each year. As the all-encompassing resort complex approached its 20-year milestone, Mohegan Sun challenged Coyne to drive media and consumer buzz surrounding the brand’s month-long 20th Anniversary celebration featuring a lineup of more than 50 concerts, comedy specials and celebrity events.

Idea: To generate awareness for Mohegan Sun’s 20th Anniversary celebration, Coyne proposed creation of a 360 virtual reality (VR) video to truly bring the brand story to life through a unique consumer experience.  A five-minute-long VR video was produced showcasing Mohegan Sun’s spectacular property, resort amenities and entertainment venues, bringing the viewers along a real journey, as if they were right there on-property. A month-long celebrity studded celebration plan was engaged to support the entertainment messaging, with an A-list headline performance scheduled every week and a special focus on the actual anniversary VIP weekend set for mid-October. The full lineup was then teased to media along with invites to attend special performances during the VIP weekend. The one-of-a-kind 360 VR video was also created to convey the brands’ successful 20-year-long story through an immersive and memorable consumer experience, to both -differentiate the brand from competition and commemorate the exciting company milestone.

Impact: The team has garnered more than 847,000,000 impressions and approximately $6 Million in comparative advertising value to-date. Nationally, broadcast coverage included segments on E! News, Entertainment Tonight, Elvis Duran and the Morning Show and Boomer & Carton, as well as online hits on People, CNBC, Us Weekly, FOX News and Life & Style among many others.

20th ANNIVERSARY

Issue: Since opening its doors in October 1996, Mohegan Sun has grown to be among the top three largest casinos in the U.S and one of the East Coast’s premiere resorts, delivering unforgettable experiences to more than nine million visitors each year. As the all-encompassing resort complex approached its 20-year milestone, Mohegan Sun challenged Coyne to drive media and consumer buzz surrounding the brand’s month-long 20th Anniversary celebration featuring a lineup of more than 50 concerts, comedy specials and celebrity events.

Idea: To generate awareness for Mohegan Sun’s 20th Anniversary celebration, Coyne proposed creation of a 360 virtual reality (VR) video to truly bring the brand story to life through a unique consumer experience.  A five-minute-long VR video was produced showcasing Mohegan Sun’s spectacular property, resort amenities and entertainment venues, bringing the viewers along a real journey, as if they were right there on-property. A month-long celebrity studded celebration plan was engaged to support the entertainment messaging, with an A-list headline performance scheduled every week and a special focus on the actual anniversary VIP weekend set for mid-October. The full lineup was then teased to media along with invites to attend special performances during the VIP weekend. The one-of-a-kind 360 VR video was also created to convey the brands’ successful 20-year-long story through an immersive and memorable consumer experience, to both -differentiate the brand from competition and commemorate the exciting company milestone.

Impact: The team has garnered more than 847,000,000 impressions and approximately $6 Million in comparative advertising value to-date. Nationally, broadcast coverage included segments on E! News, Entertainment Tonight, Elvis Duran and the Morning Show and Boomer & Carton, as well as online hits on People, CNBC, Us Weekly, FOX News and Life & Style among many others.

Murad

Issue: As a recognized prestige clinical skincare brand recently purchased by Unilever, Murad was asked to launch their unique Connected Beauty philosophy in a big way. Coyne was tasked with creating a major media moment bringing Murad into the world of wellness. In addition, Coyne needed to launch two key January 2017 product innovations to media as a supplement to a wellness lifestyle.

Idea: Coyne positioned Murad as a player in the wellness space via an enlightening Ted-Talk style speaker series entitled the first-ever Murad Connected Beauty Summit. The Summit, which was held at The Glasshouses in New York’s Chelsea neighborhood fascinated attendees with keynote topics: Sleep, Epigenetics, Mindfulness and Cultural Stress as presented by speakers Arianna Huffington, Unilever’s Global VP of Discovery Jason Harcup, Mallika Chopra and Dr. Howard Murad. The engaging speaker series brought the connected beauty philosophy to the forefront with impactful statistics, surprising information and activities that align with a holistic, whole-person approach to health and beauty. Invitees spanned not only beauty media and influencers, but wellness, mindfulness and health. An interactive virtual reality activity was involved to let guests experience connected beauty through technology.

Impact: Coyne generated impactful immediate and ongoing results for Murad’s first-ever Connected Beauty Summit drawing in 45+ top-tier media and influencers. The morning of the event was off to a great start with an exclusive launch piece in WWD posting online and appearing in the Digital Daily e-newsletter. Key media including Allure, Self and Teen Vogue interviewed Dr. Murad onsite, and engaging product activations brought the new launches to life resulting in immediate media requests. Social media supported the initiative with over 90,000 people tuning into the Connected Beauty Summit on Facebook Live and top-tier media sharing their experience on their social channels in real time.

Connected Beauty Summit

Issue: As a recognized prestige clinical skincare brand recently purchased by Unilever, Murad was asked to launch their unique Connected Beauty philosophy in a big way. Coyne was tasked with creating a major media moment bringing Murad into the world of wellness. In addition, Coyne needed to launch two key January 2017 product innovations to media as a supplement to a wellness lifestyle.

Idea: Coyne positioned Murad as a player in the wellness space via an enlightening Ted-Talk style speaker series entitled the first-ever Murad Connected Beauty Summit. The Summit, which was held at The Glasshouses in New York’s Chelsea neighborhood fascinated attendees with keynote topics: Sleep, Epigenetics, Mindfulness and Cultural Stress as presented by speakers Arianna Huffington, Unilever’s Global VP of Discovery Jason Harcup, Mallika Chopra and Dr. Howard Murad. The engaging speaker series brought the connected beauty philosophy to the forefront with impactful statistics, surprising information and activities that align with a holistic, whole-person approach to health and beauty. Invitees spanned not only beauty media and influencers, but wellness, mindfulness and health. An interactive virtual reality activity was involved to let guests experience connected beauty through technology.

Impact: Coyne generated impactful immediate and ongoing results for Murad’s first-ever Connected Beauty Summit drawing in 45+ top-tier media and influencers. The morning of the event was off to a great start with an exclusive launch piece in WWD posting online and appearing in the Digital Daily e-newsletter. Key media including Allure, Self and Teen Vogue interviewed Dr. Murad onsite, and engaging product activations brought the new launches to life resulting in immediate media requests. Social media supported the initiative with over 90,000 people tuning into the Connected Beauty Summit on Facebook Live and top-tier media sharing their experience on their social channels in real time.

Pacira Pharmaceuticals

Issue: Annually, more than 70 million postsurgical patients are prescribed opioids, and a new survey – conducted by Pacira Pharmaceuticals – revealed that one in 10 patients became addicted or dependent on these medications following surgery.  To address this national epidemic, Pacira Pharmaceuticals and the American Society for Enhanced Recovery partnered on a national education campaign called “Choices Matter,” which is designed to educate and empower patients to proactively discuss postsurgical pain management, including non-opioid options, with their surgeons.

Idea: The year-long campaign, which launched in August, features Gabby Reece (former athlete and broadcast personality), whose recent knee replacement operation has made this a personal issue, and sports medicine surgeon Dr. Scott Sigman (Team Physician for the U.S. Ski Jump Team, former Chief of Orthopedics at Lowell General Hospital and Appointee of Governor Baker’s (MA) Commission to Examine the Feasibility of Establishing a Pain Management Access Program). The program included a national study of consumers and physicians and a non-branded consumer website called www.planagainstpain.com as a resource to educate consumers and provide tools to drive a dialogue with their physician.

Impact: In the first two weeks following launch, the team secured more than 103 traditional and social media placements resulting in more than 355 million media impressions. Highlights to date include USA Today, Good Day New York, Inc. Magazine, Reuters TV, AOL Sports, U.S. News & World Report, CNBC-TV, Doctors Radio on Sirius XM, Self.com, Yahoo, and CBS New York (Dr. Max Gomez feature). Most importantly, Pacira is receiving tremendous feedback on the program from both patients and current/potential customers who are lauding the campaign. In fact, one patient wrote that after hearing Gabby’s story, she was motivated to stop taking opioids after relying on them for 11 weeks following a total knee replacement.

Choices Matter

Issue: Annually, more than 70 million postsurgical patients are prescribed opioids, and a new survey – conducted by Pacira Pharmaceuticals – revealed that one in 10 patients became addicted or dependent on these medications following surgery.  To address this national epidemic, Pacira Pharmaceuticals and the American Society for Enhanced Recovery partnered on a national education campaign called “Choices Matter,” which is designed to educate and empower patients to proactively discuss postsurgical pain management, including non-opioid options, with their surgeons.

Idea: The year-long campaign, which launched in August, features Gabby Reece (former athlete and broadcast personality), whose recent knee replacement operation has made this a personal issue, and sports medicine surgeon Dr. Scott Sigman (Team Physician for the U.S. Ski Jump Team, former Chief of Orthopedics at Lowell General Hospital and Appointee of Governor Baker’s (MA) Commission to Examine the Feasibility of Establishing a Pain Management Access Program). The program included a national study of consumers and physicians and a non-branded consumer website called www.planagainstpain.com as a resource to educate consumers and provide tools to drive a dialogue with their physician.

Impact: In the first two weeks following launch, the team secured more than 103 traditional and social media placements resulting in more than 355 million media impressions. Highlights to date include USA Today, Good Day New York, Inc. Magazine, Reuters TV, AOL Sports, U.S. News & World Report, CNBC-TV, Doctors Radio on Sirius XM, Self.com, Yahoo, and CBS New York (Dr. Max Gomez feature). Most importantly, Pacira is receiving tremendous feedback on the program from both patients and current/potential customers who are lauding the campaign. In fact, one patient wrote that after hearing Gabby’s story, she was motivated to stop taking opioids after relying on them for 11 weeks following a total knee replacement.

Nature's Harvest Bread

Issue: Nature’s Harvest bread is bringing excitement to a relatively dry category with the sponsorship of the highly anticipated Pixar movie, “Finding Dory.”  The goal is to raise awareness for the brand as an “easy choice for whole grains.”

 

Idea: Coyne enlisted the expertise of registered dietitian, Heidi Diller, to take the “Finding Dory” excitement to a new level for the brand with the creation of “Finding Dory”-inspired recipes.  The strategy behind the concept is to engage parents and their children to make recipes like, The PB & Jellyfish Sandwich, and taste the baked with whole grain goodness for themselves.  The initiative includes a nationwide media outreach campaign as well as blogger engagement.

Impact: Coyne dove right in and in just the first week since launch, the team generated nearly 10 million media impressions for the sponsorship announcement.  Media are eating up the recipes as the excitement for the movie continues to build and the team gears up for the premiere party where the recipes will be served to all who attend.

Making a Splash with Whole Grains

Issue: Nature’s Harvest bread is bringing excitement to a relatively dry category with the sponsorship of the highly anticipated Pixar movie, “Finding Dory.”  The goal is to raise awareness for the brand as an “easy choice for whole grains.”

 

Idea: Coyne enlisted the expertise of registered dietitian, Heidi Diller, to take the “Finding Dory” excitement to a new level for the brand with the creation of “Finding Dory”-inspired recipes.  The strategy behind the concept is to engage parents and their children to make recipes like, The PB & Jellyfish Sandwich, and taste the baked with whole grain goodness for themselves.  The initiative includes a nationwide media outreach campaign as well as blogger engagement.

Impact: Coyne dove right in and in just the first week since launch, the team generated nearly 10 million media impressions for the sponsorship announcement.  Media are eating up the recipes as the excitement for the movie continues to build and the team gears up for the premiere party where the recipes will be served to all who attend.

eureka! Organic Bread

Issue: In a category where nutritional benefits are the cost of entry but the taste expectations are low, how do you stand out and make some noise?

Idea: Eating organic doesn’t have to be bland and that’s exactly what eureka! Organic Bread is feeding to its consumers as part of its first-ever integrated marketing campaign developed by Coyne. The ‘Don’t Be Bland’ campaign leverages a playful and unexpected tone to break consumer perception and inspire those with an itch for discovery to never stop looking for a better way. To help tell the brand story, eureka! Organic Bread is quite literally “busting” through the bread aisle with Archimedes, a character who breathes new life and attitude into the category in an unexpected way.

Impact: The tagline “Don’t Be Bland” is a rallying cry beyond just the great taste of the bread. It is meant to inspire a way of life. Executions across digital, print and animated :15 videos give flavor to Archimedes’ wisdom and enduring sense of curiosity.

The videos have inspired the curiosity of our audience with some impressive performance during launch:
-     YouTube view rates beat food industry benchmarks by up to 36%
-     Completion rates on Run network outperformed benchmark by 15% and click through rates by 25%
-     SheKnows click-through rates ran at 3 times the norm

Don't Be Bland

Issue: In a category where nutritional benefits are the cost of entry but the taste expectations are low, how do you stand out and make some noise?

Idea: Eating organic doesn’t have to be bland and that’s exactly what eureka! Organic Bread is feeding to its consumers as part of its first-ever integrated marketing campaign developed by Coyne. The ‘Don’t Be Bland’ campaign leverages a playful and unexpected tone to break consumer perception and inspire those with an itch for discovery to never stop looking for a better way. To help tell the brand story, eureka! Organic Bread is quite literally “busting” through the bread aisle with Archimedes, a character who breathes new life and attitude into the category in an unexpected way.

Impact: The tagline “Don’t Be Bland” is a rallying cry beyond just the great taste of the bread. It is meant to inspire a way of life. Executions across digital, print and animated :15 videos give flavor to Archimedes’ wisdom and enduring sense of curiosity.

The videos have inspired the curiosity of our audience with some impressive performance during launch:
-     YouTube view rates beat food industry benchmarks by up to 36%
-     Completion rates on Run network outperformed benchmark by 15% and click through rates by 25%
-     SheKnows click-through rates ran at 3 times the norm

National Confectioners Association

Issue: Coyne worked with the National Confectioners Association to lead PR efforts for the NCA’s largest event of the year – the 2016 Sweets & Snacks Expo … and it was a real treat!
 

Idea: The event at Chicago’s McCormick place spanned 4 acres with 750 brands exhibiting to 17,000 attendees and focused on industry education, innovation and business development.


Impact: More than 250 media attended the event, resulting in more than 500 placements and more than 200 million media impressions including the “TODAY Show,” Huffington Post, Yahoo!, Delish.com, Chicago Tribune, “Good Day Chicago” and industry trades.

Sweet Support

Issue: Coyne worked with the National Confectioners Association to lead PR efforts for the NCA’s largest event of the year – the 2016 Sweets & Snacks Expo … and it was a real treat!
 

Idea: The event at Chicago’s McCormick place spanned 4 acres with 750 brands exhibiting to 17,000 attendees and focused on industry education, innovation and business development.


Impact: More than 250 media attended the event, resulting in more than 500 placements and more than 200 million media impressions including the “TODAY Show,” Huffington Post, Yahoo!, Delish.com, Chicago Tribune, “Good Day Chicago” and industry trades.

CHEF'D

Issue: Chef’d is a relative newcomer in the crowded meal kit delivery service space dominated by industry leaders Blue Apron, HelloFresh and Plated.

Idea: Coyne employs a multi-layered strategy to drive media results. Leveraging new partnerships such as the New York Times Cooking website, message discipline focusing on its “no subscription, order what you want, when you want” model for consumers, and highlighting white label offerings for brands underscores distinction in the category and breaks through the clutter.  Strategic use of media exclusives combined with Coyne’s extensive media contacts has driven widespread media attention for the brand.

Impact: In the first six months the team has produced hundreds of print, online and broadcast stories including Bloomberg Businessweek, New York Times, Washington Post, BusinessInsider, USA Today, Mashable, Eater, CNN.com and 120 broadcast placements nationwide.  The brand recently completed a new round of funding and continues to grow both its consumer base and brand partners.

Delivering for Chef'd

Issue: Chef’d is a relative newcomer in the crowded meal kit delivery service space dominated by industry leaders Blue Apron, HelloFresh and Plated.

Idea: Coyne employs a multi-layered strategy to drive media results. Leveraging new partnerships such as the New York Times Cooking website, message discipline focusing on its “no subscription, order what you want, when you want” model for consumers, and highlighting white label offerings for brands underscores distinction in the category and breaks through the clutter.  Strategic use of media exclusives combined with Coyne’s extensive media contacts has driven widespread media attention for the brand.

Impact: In the first six months the team has produced hundreds of print, online and broadcast stories including Bloomberg Businessweek, New York Times, Washington Post, BusinessInsider, USA Today, Mashable, Eater, CNN.com and 120 broadcast placements nationwide.  The brand recently completed a new round of funding and continues to grow both its consumer base and brand partners.

PEEPS

Issue:  PEEPS® charged Coyne PR with the task of making a connection between two core selling seasons for consumers — Easter and Christmas, all while tying closely to the brands first-ever holiday season advertising.

Idea: Since the new ads featured Santa hopping like the Easter Bunny while placing PEEPS® into Christmas stockings, Coyne PR brought the ad campaign to life throughout New York City with 20 hopping Santas. The team organized a sweet Santa Hop flash mob, who hopped to the tune of the Bunny Hop, and also participated in a morning show ambush at the “Today Show” and “Good Morning America” and also delighted fans in high traffic locations around the city during the busy holiday time. The Santas and their helpers distributed PEEPS® to consumers and passersby, and finished off the day at FAO Schwarz where the Santas surprised and entertained shoppers.

Impact:  This guerilla-style PR event resulted in nearly 650 million impressions for the PEEPS® brand. The Santas shared lots of Christmas spirit while making appearances on the “Today Show,” “Good Morning America” and “Fox 5 News,” with photos appearing on Yahoo!, The Christian Science Monitor, several wire services and more. Throughout the day crowds continued to gather around the Santas as they interacted with thousands of consumers, distributing approx. 8,000 PEEPS® Candy Cane Chicks. Fans were encouraged to share their excitement, photos and videos of the event on social media utilizing the #PEEPSONALITY.

Santas Hop through NYC Spreading PEEPSONALITY®

Issue:  PEEPS® charged Coyne PR with the task of making a connection between two core selling seasons for consumers — Easter and Christmas, all while tying closely to the brands first-ever holiday season advertising.

Idea: Since the new ads featured Santa hopping like the Easter Bunny while placing PEEPS® into Christmas stockings, Coyne PR brought the ad campaign to life throughout New York City with 20 hopping Santas. The team organized a sweet Santa Hop flash mob, who hopped to the tune of the Bunny Hop, and also participated in a morning show ambush at the “Today Show” and “Good Morning America” and also delighted fans in high traffic locations around the city during the busy holiday time. The Santas and their helpers distributed PEEPS® to consumers and passersby, and finished off the day at FAO Schwarz where the Santas surprised and entertained shoppers.

Impact:  This guerilla-style PR event resulted in nearly 650 million impressions for the PEEPS® brand. The Santas shared lots of Christmas spirit while making appearances on the “Today Show,” “Good Morning America” and “Fox 5 News,” with photos appearing on Yahoo!, The Christian Science Monitor, several wire services and more. Throughout the day crowds continued to gather around the Santas as they interacted with thousands of consumers, distributing approx. 8,000 PEEPS® Candy Cane Chicks. Fans were encouraged to share their excitement, photos and videos of the event on social media utilizing the #PEEPSONALITY.

Intarcia

Issue: Nearly 30 million Americans suffer from type 2 diabetes (T2D), yet less than 50 percent of all patients with diabetes are at target blood sugar levels despite the availability of nearly 40 new pills and injections introduced in the last 10 years alone. Much of the issue ties back to poor adherence as patients aren’t taking the medications they need, when they need them. Intarcia Therapeutics tapped Coyne along with Wholepoint Communications to manage internal and external communications for Intarcia and its novel, investigational product for T2D.

Idea: Coyne is employing a holistic, multi-channel communications program aimed at educating the marketplace about poor control and adherence in T2D, and the need for new novel treatment approaches. External communications includes advocacy development, data and financial milestone management and social media strategies. Internal communications includes the introduction and management of the company’s Intranet and other employee-engagement programs.

Impact: These initiatives are successfully laying the groundwork for a fundamental change in how the community approaches the treatment of T2D. Media highlights include Boston Business Journal, Bloomberg, Fortune, and the Wall Street Journal that help enhance Intarcia’s profile as a potential “game changer” in the T2D space.

Changing Expectations in the Management of T2D

Issue: Nearly 30 million Americans suffer from type 2 diabetes (T2D), yet less than 50 percent of all patients with diabetes are at target blood sugar levels despite the availability of nearly 40 new pills and injections introduced in the last 10 years alone. Much of the issue ties back to poor adherence as patients aren’t taking the medications they need, when they need them. Intarcia Therapeutics tapped Coyne along with Wholepoint Communications to manage internal and external communications for Intarcia and its novel, investigational product for T2D.

Idea: Coyne is employing a holistic, multi-channel communications program aimed at educating the marketplace about poor control and adherence in T2D, and the need for new novel treatment approaches. External communications includes advocacy development, data and financial milestone management and social media strategies. Internal communications includes the introduction and management of the company’s Intranet and other employee-engagement programs.

Impact: These initiatives are successfully laying the groundwork for a fundamental change in how the community approaches the treatment of T2D. Media highlights include Boston Business Journal, Bloomberg, Fortune, and the Wall Street Journal that help enhance Intarcia’s profile as a potential “game changer” in the T2D space.

Pennzoil

Issue: Without a new product to launch in 2016, the 125-year-old motor oil brand found itself no longer an ongoing part of the rapidly changing automotive conversation. To compound the issue of passenger car motor oil being a low frequency category, claim-driven messaging does not resonate with consumers who are not in immediate need of an oil change. Coyne realized that for the brand to garner positive news coverage, Pennzoil needed to stop interrupting the content consumers are interested in and become the content the consumers are interested in.

Idea:  The media today are looking for entertaining, snackable content for their audience to easily consume and engage with. Thus, Pennzoil developed a 3-part film series titled JOYRIDE, featuring ultra-cool cars, a world-class precision driver and action-packed driving in challenging terrains across the globe.  The concept for JOYRIDE spurred from the public’s feeding frenzy for high-octane, exhilarating content and the need to showcase the next level performance benefits of Pennzoil Synthetics versus simply stating it. Building on Pennzoil’s impressive roster of OEM relationships, the brand took the Ferrari 488GTB to the sleek streets of Barcelona, the 2016 Jeep Wrangler Rubicon to the extreme terrain of the Baja Desert and the 2016 BMW M6 Coupe to the harsh tundra biosphere of the Canadian Rockies. From the footage, Pennzoil was able to develop distinct clips for all films in the series, each appealing to a different audience/media segment: Teaser, Full Film, Behind the Scenes and 360 Degree View.

Impact: In 2016, Pennzoil reached new audiences with coverage in national outlets that have previously not had Pennzoil on their radar, including; New York Daily News, Maxim, MSN and more! Total coverage results clocked in at more than 415 stories, generating 56.5 million media impressions. Most importantly, Coyne PR helped changed the conversation around the brand, positioning Pennzoil as an innovator in automotive performance through engaging, owned content.

Going on a Joyride

Issue: Without a new product to launch in 2016, the 125-year-old motor oil brand found itself no longer an ongoing part of the rapidly changing automotive conversation. To compound the issue of passenger car motor oil being a low frequency category, claim-driven messaging does not resonate with consumers who are not in immediate need of an oil change. Coyne realized that for the brand to garner positive news coverage, Pennzoil needed to stop interrupting the content consumers are interested in and become the content the consumers are interested in.

Idea:  The media today are looking for entertaining, snackable content for their audience to easily consume and engage with. Thus, Pennzoil developed a 3-part film series titled JOYRIDE, featuring ultra-cool cars, a world-class precision driver and action-packed driving in challenging terrains across the globe.  The concept for JOYRIDE spurred from the public’s feeding frenzy for high-octane, exhilarating content and the need to showcase the next level performance benefits of Pennzoil Synthetics versus simply stating it. Building on Pennzoil’s impressive roster of OEM relationships, the brand took the Ferrari 488GTB to the sleek streets of Barcelona, the 2016 Jeep Wrangler Rubicon to the extreme terrain of the Baja Desert and the 2016 BMW M6 Coupe to the harsh tundra biosphere of the Canadian Rockies. From the footage, Pennzoil was able to develop distinct clips for all films in the series, each appealing to a different audience/media segment: Teaser, Full Film, Behind the Scenes and 360 Degree View.

Impact: In 2016, Pennzoil reached new audiences with coverage in national outlets that have previously not had Pennzoil on their radar, including; New York Daily News, Maxim, MSN and more! Total coverage results clocked in at more than 415 stories, generating 56.5 million media impressions. Most importantly, Coyne PR helped changed the conversation around the brand, positioning Pennzoil as an innovator in automotive performance through engaging, owned content.

ChapStick®

Issue: To further align with the beauty and skincare space, ChapStick®, America’s favorite lip balm brand launched a first-ever tinted product and challenged Coyne PR with generating media coverage for this milestone innovation.

Idea: To get the media’s lips moving about the first-of-its-kind ChapStick® product and continue to elevate the brand as a premium beauty essential, Coyne designed an intimate media luncheon at an upscale New York City restaurant where chic décor in hues tying to the shades of the products illuminated the space. Actress and brand spokesperson Rachel Bilson and celebrity makeup artist and ChapStick® Brand Ambassador Matin were present at the event and spoke to media about ChapStick® Total Hydration Moisture + Tint.   

Impact: The distinctive launch event enabled the media to see firsthand how ChapStick® is continuing to innovate and deliver premium beauty products. As a result of the launch tactics, the news of the first-ever tinted ChapStick® took social media by storm garnering more than 4.8 million impressions, in addition to an InStyle and Star magazine story in just the first week following the event. With more than 17 top women’s magazines in attendance at the event, including Glamour, Marie Claire, People StyleWatch and Cosmopolitan, ChapStick® Total Hydration Moisture + Tint is set to grace beauty pages in the upcoming months.

 

Launching ChapStick® into the World of Color

Issue: To further align with the beauty and skincare space, ChapStick®, America’s favorite lip balm brand launched a first-ever tinted product and challenged Coyne PR with generating media coverage for this milestone innovation.

Idea: To get the media’s lips moving about the first-of-its-kind ChapStick® product and continue to elevate the brand as a premium beauty essential, Coyne designed an intimate media luncheon at an upscale New York City restaurant where chic décor in hues tying to the shades of the products illuminated the space. Actress and brand spokesperson Rachel Bilson and celebrity makeup artist and ChapStick® Brand Ambassador Matin were present at the event and spoke to media about ChapStick® Total Hydration Moisture + Tint.   

Impact: The distinctive launch event enabled the media to see firsthand how ChapStick® is continuing to innovate and deliver premium beauty products. As a result of the launch tactics, the news of the first-ever tinted ChapStick® took social media by storm garnering more than 4.8 million impressions, in addition to an InStyle and Star magazine story in just the first week following the event. With more than 17 top women’s magazines in attendance at the event, including Glamour, Marie Claire, People StyleWatch and Cosmopolitan, ChapStick® Total Hydration Moisture + Tint is set to grace beauty pages in the upcoming months.

 

Hard Rock

Issue:  Hard Rock tasked Coyne PR with making a big splash for the brand’s first complete new menu redesign, mixing in the legendary music and history of the brand while keeping the focus on the food.

Idea: As a way for guests to try out the new menu offerings and capitalize on Tax Day on April 15, every company-owned Hard Rock Cafe across the United States implemented “Sing For Your Supper,” which encouraged guests to sing a song with a live band in front of the entire restaurant for a free dinner entrée off the new menu. To kick off the campaign in NYC, Hard Rock employed legendary rocker and long-time brand partner Bret Michaels, to conduct a Satellite Media Tour and additional media interviews, and sing the first song on stage to get the party started nationwide. Local cafes across the country followed, implementing “Sing For Your Supper” in each market.

Impact: On the morning of Tax Day, “Sing For Your Supper” was mentioned on three national morning shows: “FOX & Friends” kicked it off with a Bret Michaels in-studio interview; “Good Morning America”; and “Morning Express with Robin Meade.” The Wall Street Journal online also conducted a video interview with Bret on his partnership with Hard Rock Cafe. “Sing For Your Supper” was mentioned in Tax Day round-ups for USA TODAY, PARADE Magazine, RollingStone.com, Forbes.com, FamilyCircle.com, GoodHousekeeping.com, TIME.com, The Huffington Post, and many more. The campaign generated 861placements nationwide, totaling more than 550 million impressions. In addition, on Tax Day, sales were projected to be down, however 90 percent of all cafes sales beat projections due to the amount of traffic driven into the locations.

Sing For Your Supper

Issue:  Hard Rock tasked Coyne PR with making a big splash for the brand’s first complete new menu redesign, mixing in the legendary music and history of the brand while keeping the focus on the food.

Idea: As a way for guests to try out the new menu offerings and capitalize on Tax Day on April 15, every company-owned Hard Rock Cafe across the United States implemented “Sing For Your Supper,” which encouraged guests to sing a song with a live band in front of the entire restaurant for a free dinner entrée off the new menu. To kick off the campaign in NYC, Hard Rock employed legendary rocker and long-time brand partner Bret Michaels, to conduct a Satellite Media Tour and additional media interviews, and sing the first song on stage to get the party started nationwide. Local cafes across the country followed, implementing “Sing For Your Supper” in each market.

Impact: On the morning of Tax Day, “Sing For Your Supper” was mentioned on three national morning shows: “FOX & Friends” kicked it off with a Bret Michaels in-studio interview; “Good Morning America”; and “Morning Express with Robin Meade.” The Wall Street Journal online also conducted a video interview with Bret on his partnership with Hard Rock Cafe. “Sing For Your Supper” was mentioned in Tax Day round-ups for USA TODAY, PARADE Magazine, RollingStone.com, Forbes.com, FamilyCircle.com, GoodHousekeeping.com, TIME.com, The Huffington Post, and many more. The campaign generated 861placements nationwide, totaling more than 550 million impressions. In addition, on Tax Day, sales were projected to be down, however 90 percent of all cafes sales beat projections due to the amount of traffic driven into the locations.

The Arby's Foundation

Issue: The Arby’s Foundation kicked off its annual “Schools Out, Food’s In” program at the start of summer in a quest to help end childhood hunger nationwide. With minimal coverage for the previous years’ efforts, the Arby’s Foundation turned to Coyne to broaden awareness of the preexisting initiative throughout Arby’s 11 participating markets.

Idea: Unfortunately, many students across the country rely on meal assistance during the school year. And when school is out for the summer, these children are without meals. Through the Arby’s Foundation’s “School’s Out, Food’s In” program, students receive meal cards to redeem 10 free, wholesome Arby’s kid’s meals throughout the summer. With a limited budget and no cross channel support, Coyne implemented traditional public relations tactics to raise awareness of the nearly 165,000 meal cards distributed in participating markets, along with a corresponding texting program that helps families find free federal summer meal programs in their community. Additionally, Coyne supported local “Fun Monday” events held within select participating markets that provide children with a free Arby’s meal and activities to learn about eating healthy. Through strategic media outreach, interviews were offered with local Arby’s employees, some with a personal connection to the cause, and participating school spokespeople.

Impact: Media immediately ate up the news of this feel-good program. In just a few short weeks, Coyne secured 55 placements across print, online and broadcast garnering nearly 60 million media impressions in the participating local markets. Throughout the campaign, the Arby’s Foundation was able to share its story and message through informative articles and in-depth interviews with regional outlets. As a result of Coyne’s outreach, national outlets such as Yahoo! News and MSN fed into the trend, picking up the story and distributing the news to their millions of readers. While media coverage was strong, the true impact was the awareness that grew, resulting in an increase in meals redeemed throughout the program.

Ensuring Students' Access to Food Doesn't Take a Summer Vacation

Issue: The Arby’s Foundation kicked off its annual “Schools Out, Food’s In” program at the start of summer in a quest to help end childhood hunger nationwide. With minimal coverage for the previous years’ efforts, the Arby’s Foundation turned to Coyne to broaden awareness of the preexisting initiative throughout Arby’s 11 participating markets.

Idea: Unfortunately, many students across the country rely on meal assistance during the school year. And when school is out for the summer, these children are without meals. Through the Arby’s Foundation’s “School’s Out, Food’s In” program, students receive meal cards to redeem 10 free, wholesome Arby’s kid’s meals throughout the summer. With a limited budget and no cross channel support, Coyne implemented traditional public relations tactics to raise awareness of the nearly 165,000 meal cards distributed in participating markets, along with a corresponding texting program that helps families find free federal summer meal programs in their community. Additionally, Coyne supported local “Fun Monday” events held within select participating markets that provide children with a free Arby’s meal and activities to learn about eating healthy. Through strategic media outreach, interviews were offered with local Arby’s employees, some with a personal connection to the cause, and participating school spokespeople.

Impact: Media immediately ate up the news of this feel-good program. In just a few short weeks, Coyne secured 55 placements across print, online and broadcast garnering nearly 60 million media impressions in the participating local markets. Throughout the campaign, the Arby’s Foundation was able to share its story and message through informative articles and in-depth interviews with regional outlets. As a result of Coyne’s outreach, national outlets such as Yahoo! News and MSN fed into the trend, picking up the story and distributing the news to their millions of readers. While media coverage was strong, the true impact was the awareness that grew, resulting in an increase in meals redeemed throughout the program.

Perrigo Nutritionals

Issue: Perrigo Nutritionals, the largest supplier of store brand infant formula, enlisted the expertise of Coyne PR to help raise awareness of store brand infant formula, which is nutritionally equivalent to national brands and costs up to 50 percent less.

Idea:
Research shows that the number of women in the workforce are near historic highs, and that returning to work also corresponds with an increase in moms using infant formula.  Primary research conducted by Coyne PR bore this out as well.  Based on these insights, the team built a robust plan around the return to work mom – including a consumer survey shedding new light on the issue, a spokesperson with sound advice for return to work moms, and a comprehensive media relations campaign.

Impact
: The campaign resulted in 373 placements, garnering 26 million+ media impressions, including AOL Parenting, SheKnows, the San Francisco Examiner, the Omaha World Herald, and many more.

The Return to Work Mom

Issue: Perrigo Nutritionals, the largest supplier of store brand infant formula, enlisted the expertise of Coyne PR to help raise awareness of store brand infant formula, which is nutritionally equivalent to national brands and costs up to 50 percent less.

Idea:
Research shows that the number of women in the workforce are near historic highs, and that returning to work also corresponds with an increase in moms using infant formula.  Primary research conducted by Coyne PR bore this out as well.  Based on these insights, the team built a robust plan around the return to work mom – including a consumer survey shedding new light on the issue, a spokesperson with sound advice for return to work moms, and a comprehensive media relations campaign.

Impact
: The campaign resulted in 373 placements, garnering 26 million+ media impressions, including AOL Parenting, SheKnows, the San Francisco Examiner, the Omaha World Herald, and many more.

ShakeAway Worldwide

Issue: A worldwide phenomenon since the opening of its first location in the U.K., ShakeAway is the World’s Largest MilkShake Bar Company™ and original re-inventor of the milkshake. ShakeAway offers 180 delicious ingredients and millions of combinations to choose from for a variety of customized-to-order shakes, frozen yogurts, smoothies and more.   Poised for expansion to the U.S. market, ShakeAway turned to Coyne to help give American investors and potential franchisees a reason to fall in love with the milkshake all over again.  

Idea: ShakeAway opened its first U.S. store in Georgia, New York and California in 2014.  Coyne developed a strategic public relations plan to introduce ShakeAway to the U.S. market.  Understanding the need to attract franchisees and potential investment partners for continued growth in the U.S., Coyne developed messaging including a company fact sheet, key message document, executive biography and a press release to announce ShakeAway’s expansion in the U.S.  The team also targeted influential media in the business and quick-service industry to raise the company profile and unique business opportunities that ShakeAway brings to the table.  

Impact: Coyne helped introduce ShakeAway’s uniquely successful business model and attract franchisees, encouraging further market expansion throughout the U.S with coverage in key publications such as Entrepreneur Magazine, Restaurant Business, QSR Magazine Online, FastCasual.com, and Franchising.com.  With little to no previous engagement or presence in the U.S. market, the brand pointed to PR as a main contributor for the hundreds of inquiries received from franchisees all across the nation, including several offers to buy the company!  

Mixing Things Up in the U.S.

Issue: A worldwide phenomenon since the opening of its first location in the U.K., ShakeAway is the World’s Largest MilkShake Bar Company™ and original re-inventor of the milkshake. ShakeAway offers 180 delicious ingredients and millions of combinations to choose from for a variety of customized-to-order shakes, frozen yogurts, smoothies and more.   Poised for expansion to the U.S. market, ShakeAway turned to Coyne to help give American investors and potential franchisees a reason to fall in love with the milkshake all over again.  

Idea: ShakeAway opened its first U.S. store in Georgia, New York and California in 2014.  Coyne developed a strategic public relations plan to introduce ShakeAway to the U.S. market.  Understanding the need to attract franchisees and potential investment partners for continued growth in the U.S., Coyne developed messaging including a company fact sheet, key message document, executive biography and a press release to announce ShakeAway’s expansion in the U.S.  The team also targeted influential media in the business and quick-service industry to raise the company profile and unique business opportunities that ShakeAway brings to the table.  

Impact: Coyne helped introduce ShakeAway’s uniquely successful business model and attract franchisees, encouraging further market expansion throughout the U.S with coverage in key publications such as Entrepreneur Magazine, Restaurant Business, QSR Magazine Online, FastCasual.com, and Franchising.com.  With little to no previous engagement or presence in the U.S. market, the brand pointed to PR as a main contributor for the hundreds of inquiries received from franchisees all across the nation, including several offers to buy the company!  

The Harlem Globetrotters

Issue: Crayola enlisted the help of Coyne PR to create a slam dunk event for the launch of the new Glow Explosion product. With March Madness just days away, Crayola teamed up with the world famous Harlem Globetrotters for the first-ever glow-in-the-dark basketball game.

Idea: The Globetrotters transformed into the “Crayola Glowtrotters” and put their skills to the ultimate test. The Magicians of Basketball brought the entertainment; and Crayola, the Magicians of Color, brought the game to light with glowing basketballs, nets, rims, backboards and uniforms. The all-star Glowtrotter roster was cheered on in the dark by a crowd of more than 300 students waving glowing signs they created with Crayola Glow Explosion.

Impact: The event itself was truly spectacular and the visuals were stunning, resulting in widespread national and local media coverage, giving March Madness a whole new meaning! Coyne PR secured crews on-site from the local Philadelphia ABC, FOX and NBC affiliates, as well as an Associated Press photographer. National broadcast placements included “Fox & Friends,” “CNN Headline News,” NBC’s “Early Today” and The Weather Channel. Additionally, four photos were posted on Yahoo! News in “Top Stories Photos” and FOXSports.com posted a video from the event.

Sweet Georgia Brown!

Issue: Crayola enlisted the help of Coyne PR to create a slam dunk event for the launch of the new Glow Explosion product. With March Madness just days away, Crayola teamed up with the world famous Harlem Globetrotters for the first-ever glow-in-the-dark basketball game.

Idea: The Globetrotters transformed into the “Crayola Glowtrotters” and put their skills to the ultimate test. The Magicians of Basketball brought the entertainment; and Crayola, the Magicians of Color, brought the game to light with glowing basketballs, nets, rims, backboards and uniforms. The all-star Glowtrotter roster was cheered on in the dark by a crowd of more than 300 students waving glowing signs they created with Crayola Glow Explosion.

Impact: The event itself was truly spectacular and the visuals were stunning, resulting in widespread national and local media coverage, giving March Madness a whole new meaning! Coyne PR secured crews on-site from the local Philadelphia ABC, FOX and NBC affiliates, as well as an Associated Press photographer. National broadcast placements included “Fox & Friends,” “CNN Headline News,” NBC’s “Early Today” and The Weather Channel. Additionally, four photos were posted on Yahoo! News in “Top Stories Photos” and FOXSports.com posted a video from the event.

Dew NBA 3X

Issue: The NBA sought out Coyne to drive awareness for the launch of Dew NBA 3X, the league’s first-ever nationwide elite 3-on-3 basketball competition tour and fan experience. The program demonstrated the NBA’s commitment to 3-on-3 basketball as an entity and consisted of six events in high-profile markets, including a national championship event in Los Angeles to crown the men and women team winners.

Idea: The Coyne team put together an aggressive game plan to support tour stops that meshed influential sports media with lifestyle press to spread the word about Dew NBA 3X.  Maximizing ambassador and Hall-of-Famer Gary Payton, along with in-market NBA players such as Jordan Clarkson, Julius Randle and Hassan Whiteside, the team gave a boost to national and local coverage by leveraging relationships, activating a smart and efficient media strategy and provided on-site support in target markets.

Impact: The tour started in May and concluded in October with total KPIs reached midway through the campaign. Widespread coverage generated for the tour surpassed 210,900,000 media impressions; a total of 430 news articles and a multitude of social placements in national outlets including Associated Press, Reuters, USA Today, Forbes, Sports Business Daily, TMZ Sports, Bleacher Report, SLAM  and local coverage including Miami Herald, Chicago Tribune, Houston Chronicle and Hoy Los Angeles. Throughout the summer, Coyne’s targeted messaging told the story of  the NBA’s dedication to growing the sport of basketball, providing a platform for local talent, and giving back to the sport’s most loyal fans.    

First-Ever Nationwide Elite 3-on-3 Tour

Issue: The NBA sought out Coyne to drive awareness for the launch of Dew NBA 3X, the league’s first-ever nationwide elite 3-on-3 basketball competition tour and fan experience. The program demonstrated the NBA’s commitment to 3-on-3 basketball as an entity and consisted of six events in high-profile markets, including a national championship event in Los Angeles to crown the men and women team winners.

Idea: The Coyne team put together an aggressive game plan to support tour stops that meshed influential sports media with lifestyle press to spread the word about Dew NBA 3X.  Maximizing ambassador and Hall-of-Famer Gary Payton, along with in-market NBA players such as Jordan Clarkson, Julius Randle and Hassan Whiteside, the team gave a boost to national and local coverage by leveraging relationships, activating a smart and efficient media strategy and provided on-site support in target markets.

Impact: The tour started in May and concluded in October with total KPIs reached midway through the campaign. Widespread coverage generated for the tour surpassed 210,900,000 media impressions; a total of 430 news articles and a multitude of social placements in national outlets including Associated Press, Reuters, USA Today, Forbes, Sports Business Daily, TMZ Sports, Bleacher Report, SLAM  and local coverage including Miami Herald, Chicago Tribune, Houston Chronicle and Hoy Los Angeles. Throughout the summer, Coyne’s targeted messaging told the story of  the NBA’s dedication to growing the sport of basketball, providing a platform for local talent, and giving back to the sport’s most loyal fans.    

KEF

Issue: KEF America, a high-end audio manufacturer, challenged Coyne to generate awareness for its very first portable Bluetooth wireless speaker – the MUO – among consumer media. To set KEF apart from the competition, Coyne set out to host a one-of-kind event for the launch at the Museum of Arts and Design in New York City on June 8th. The venue was key for this launch, as it leveraged its surroundings to celebrate the unique combination of art and design featured in the innovative speaker.

Idea: Coyne, in conjunction with KEF, identified lifestyle and mainstream media in the New York City area and invited them to attend the MUO launch event, where they were introduced to KEF and received a brief demo of MUO’s capabilities. To further emphasize the art and design of the MUO, attendees were also treated to a private viewing of “Atmosphere for Enjoyment: Harry Bertoia’s Environment for Sound” gallery. All attendees also received a press kit following the event with additional information and images, as well as their very own MUO to create their own sound experience and review. In addition to handling event logistics and media outreach, the Coyne team facilitated onsite media interviews with KEF executives to amplify its leadership in the audio space.

Impact: The MUO launch event hit a high note for KEF! The team’s efforts resulted in attendance from more than 30 media including major outlets such as Bloomberg, CNET, Consumer Reports, Dwell, Dealerscope, Distinct Homme, NBC NY Live, Style Society Guy, VIBE, and more! As a result, Coyne generated both social and traditional coverage from BLEU, Dealerscope, Chip Chick, Huffington Post, Symphony Hifi, Tech We Like, and LuxeLifeNYC, and the team expects additional coverage to hit in the coming weeks.

The Art and Design of Sound: Introducing MUO

Issue: KEF America, a high-end audio manufacturer, challenged Coyne to generate awareness for its very first portable Bluetooth wireless speaker – the MUO – among consumer media. To set KEF apart from the competition, Coyne set out to host a one-of-kind event for the launch at the Museum of Arts and Design in New York City on June 8th. The venue was key for this launch, as it leveraged its surroundings to celebrate the unique combination of art and design featured in the innovative speaker.

Idea: Coyne, in conjunction with KEF, identified lifestyle and mainstream media in the New York City area and invited them to attend the MUO launch event, where they were introduced to KEF and received a brief demo of MUO’s capabilities. To further emphasize the art and design of the MUO, attendees were also treated to a private viewing of “Atmosphere for Enjoyment: Harry Bertoia’s Environment for Sound” gallery. All attendees also received a press kit following the event with additional information and images, as well as their very own MUO to create their own sound experience and review. In addition to handling event logistics and media outreach, the Coyne team facilitated onsite media interviews with KEF executives to amplify its leadership in the audio space.

Impact: The MUO launch event hit a high note for KEF! The team’s efforts resulted in attendance from more than 30 media including major outlets such as Bloomberg, CNET, Consumer Reports, Dwell, Dealerscope, Distinct Homme, NBC NY Live, Style Society Guy, VIBE, and more! As a result, Coyne generated both social and traditional coverage from BLEU, Dealerscope, Chip Chick, Huffington Post, Symphony Hifi, Tech We Like, and LuxeLifeNYC, and the team expects additional coverage to hit in the coming weeks.

CAYMAN ISLANDS DEPARTMENT OF TOURISM

Issue: To maximize exposure for the Cayman Islands in the U.S., positioning it as a distinct, sought-after Caribbean destination with a kaleidoscope of memorable offerings across all lifestyle interests, Coyne PR developed a comprehensive year-round Visiting Journalist Program (VJP) to generate and sustain destination awareness among consumers and media alike.

Idea: Understanding the need to educate travelers on the diverse array of experiences available on all three islands both above and below the water, Coyne proposed and activated a strategic VJP that identifies the strongest media opportunities to spotlight the destination’s key lifestyle pillars: culinary, dive, wellness, family, and romance. Utilizing a mix of group and individual press trip immersions, Coyne regularly pitches and confirms top-tier national journalists to visit the Cayman Islands and report on everything from signature on-island events and festivals, including the esteemed Cayman Cookout, Intertrust Marathon and International Scuba Diving Hall of Fame, to the destination’s distinct and unexpected tourist offerings, such as its thriving farm-to-table scene, bourgeoning art culture and plethora of activities that promote health and well-being. In an effort to highlight the ease of airlift for travelers visiting throughout the U.S., Coyne also hosts select regional media in its key gateway cities to utilize nonstop service from various carriers to the destination. Working in tandem with the journalist and the Department of Tourism, Coyne develops compelling customized itineraries aligned to each unique trip theme and story angle, ensuring no media visit – or resulting editorial feature – is like the other.

Impact: Since beginning the VJP in May 2015, Coyne has confirmed an extensive number of print and online journalists to travel to the Cayman Islands, including writers and editors representing National Geographic Traveler, Shape, SELF, DuJour, New York Post, Reuters, The Chicago Tribune, Every Day with Rachael Ray, Coastal Living, Bridal Guide, Boston Globe and more. Today, Coyne continues to pitch and secure thematic and varied press trips to all three islands throughout the year.

Visiting Journalist Program (VJP)

Issue: To maximize exposure for the Cayman Islands in the U.S., positioning it as a distinct, sought-after Caribbean destination with a kaleidoscope of memorable offerings across all lifestyle interests, Coyne PR developed a comprehensive year-round Visiting Journalist Program (VJP) to generate and sustain destination awareness among consumers and media alike.

Idea: Understanding the need to educate travelers on the diverse array of experiences available on all three islands both above and below the water, Coyne proposed and activated a strategic VJP that identifies the strongest media opportunities to spotlight the destination’s key lifestyle pillars: culinary, dive, wellness, family, and romance. Utilizing a mix of group and individual press trip immersions, Coyne regularly pitches and confirms top-tier national journalists to visit the Cayman Islands and report on everything from signature on-island events and festivals, including the esteemed Cayman Cookout, Intertrust Marathon and International Scuba Diving Hall of Fame, to the destination’s distinct and unexpected tourist offerings, such as its thriving farm-to-table scene, bourgeoning art culture and plethora of activities that promote health and well-being. In an effort to highlight the ease of airlift for travelers visiting throughout the U.S., Coyne also hosts select regional media in its key gateway cities to utilize nonstop service from various carriers to the destination. Working in tandem with the journalist and the Department of Tourism, Coyne develops compelling customized itineraries aligned to each unique trip theme and story angle, ensuring no media visit – or resulting editorial feature – is like the other.

Impact: Since beginning the VJP in May 2015, Coyne has confirmed an extensive number of print and online journalists to travel to the Cayman Islands, including writers and editors representing National Geographic Traveler, Shape, SELF, DuJour, New York Post, Reuters, The Chicago Tribune, Every Day with Rachael Ray, Coastal Living, Bridal Guide, Boston Globe and more. Today, Coyne continues to pitch and secure thematic and varied press trips to all three islands throughout the year.

MOHEGAN SUN

Issue: To maximize exposure of Mohegan Sun’s exhilarating and interactive reality star events – the Mohegan Sun Reality Check series – Coyne was tasked with creating buzz in top-tier celebrity-focused and lifestyle media outlets. The team leveraged the series in an effort to drive national awareness of the brand and further establish Mohegan Sun as the premier entertainment destination. Coyne raised visibility of Mohegan Sun’s affiliation with some of television’s biggest reality star names, from “The Real Housewives” Teresa Giudice and Carole Radziwill, to “The Bachelorette's” Kaitlyn Brisowe and Shawn Booth.

Idea: Following the live exhibition-style Reality Check events, Coyne dished-out a handful of behind the scenes details and images resulting in national coverage of some of the most well-known celebrity-focused outlets. As the events progressed and the relationships developed, the media were left eagerly awaiting updates on the next Reality Check event to feature.

Impact: Mohegan Sun’s Reality Check events have been featured in a variety of national outlets featuring major reality stars such as Teresa Giudice, Carole Radziwill, Kaitlyn Brisowe, Shawn Booth, Karina Smirnoff, Aaron Carter, Michael Cudlitz and Brothers Osbourne. Coyne has garnered more than 70 million media impressions for Mohegan Sun’s Reality Check events with highlights including OK! Magazine, Hollywood Life, Celebuzz, Radar online, Star magazine and Closer Weekly, to name a few. Together, Coyne has successfully introduced these unique events to larger audiences, while also raising greater awareness of Mohegan Sun as a sought-after destination. 

Reality Check Series

Issue: To maximize exposure of Mohegan Sun’s exhilarating and interactive reality star events – the Mohegan Sun Reality Check series – Coyne was tasked with creating buzz in top-tier celebrity-focused and lifestyle media outlets. The team leveraged the series in an effort to drive national awareness of the brand and further establish Mohegan Sun as the premier entertainment destination. Coyne raised visibility of Mohegan Sun’s affiliation with some of television’s biggest reality star names, from “The Real Housewives” Teresa Giudice and Carole Radziwill, to “The Bachelorette's” Kaitlyn Brisowe and Shawn Booth.

Idea: Following the live exhibition-style Reality Check events, Coyne dished-out a handful of behind the scenes details and images resulting in national coverage of some of the most well-known celebrity-focused outlets. As the events progressed and the relationships developed, the media were left eagerly awaiting updates on the next Reality Check event to feature.

Impact: Mohegan Sun’s Reality Check events have been featured in a variety of national outlets featuring major reality stars such as Teresa Giudice, Carole Radziwill, Kaitlyn Brisowe, Shawn Booth, Karina Smirnoff, Aaron Carter, Michael Cudlitz and Brothers Osbourne. Coyne has garnered more than 70 million media impressions for Mohegan Sun’s Reality Check events with highlights including OK! Magazine, Hollywood Life, Celebuzz, Radar online, Star magazine and Closer Weekly, to name a few. Together, Coyne has successfully introduced these unique events to larger audiences, while also raising greater awareness of Mohegan Sun as a sought-after destination. 

IMAX

Issue: IMAX turned to Coyne to announce the launch of its new 3D Digital Camera in conjunction with the summer blockbuster film Transformers: Age of Extinction that debuted in theaters nationwide.

Idea: To ensure the most impactful coverage from both a technology and entertainment perspective, Coyne took a two-phased approach to the announcement. First, the team identified a select number of tech, mainstream and film outlets to provide advances to under embargo to encourage more feature-driven stories about the technology. This also afforded outlets the chance to interview IMAX’s Greg Foster and Hugh Murray to get additional commentary on the importance of the camera to film-makers for their articles. Then, the team developed an SMPR that was shared widely across the IMAX media universe. The SMPR provided a central location for media to access all of the assets for the outreach – which included a photo of Director Michael Bay with the new camera and a featurette that showcased scenes from the new Transformers film.

Impact: As a result of Coyne’s aggressive media outreach, the teamsecured 40 placements garnering more than 31 million impressions (EAV $1.5 million). Key coverage in major technology publications included Engadget, Gizmodo, Fast Company, and Big Picture Big Sound as well as entertainment and film sites such as, IMDB, Collider, SlashFilm, FirstShowing and more.

NEW 3D Digital Camera Makes Big Screen Debut

Issue: IMAX turned to Coyne to announce the launch of its new 3D Digital Camera in conjunction with the summer blockbuster film Transformers: Age of Extinction that debuted in theaters nationwide.

Idea: To ensure the most impactful coverage from both a technology and entertainment perspective, Coyne took a two-phased approach to the announcement. First, the team identified a select number of tech, mainstream and film outlets to provide advances to under embargo to encourage more feature-driven stories about the technology. This also afforded outlets the chance to interview IMAX’s Greg Foster and Hugh Murray to get additional commentary on the importance of the camera to film-makers for their articles. Then, the team developed an SMPR that was shared widely across the IMAX media universe. The SMPR provided a central location for media to access all of the assets for the outreach – which included a photo of Director Michael Bay with the new camera and a featurette that showcased scenes from the new Transformers film.

Impact: As a result of Coyne’s aggressive media outreach, the teamsecured 40 placements garnering more than 31 million impressions (EAV $1.5 million). Key coverage in major technology publications included Engadget, Gizmodo, Fast Company, and Big Picture Big Sound as well as entertainment and film sites such as, IMDB, Collider, SlashFilm, FirstShowing and more.

Mohegan Sun

Issue: Mohegan Sun tasked Coyne PR with introducing the annual Sun WineFest to larger audiences in the tristate area, and particularly in the highly-competitive New York market.  

Idea: To reach a greater audience for the Sun WineFest, Coyne proposed a media plan including tactics to engage national and local food, spirits and lifestyle media from the surrounding markets. A select group of media were offered the opportunity to spend the weekend at the Sun WineFest as a part of an exclusive FAM, with access to the festival’s celebrity chefs and sommeliers, as well as Mohegan Sun’s wide array of restaurant and nightlife experiences. Coyne made sure the media arrived to the festival in style, hosting the group on the Sun “WineWagon,” a branded limousine bus that picked journalists up in New York City for a quick weekend getaway. The group was welcomed by mimosas and treated to delicious brunch treats on the bus, as well as sweets from Mohegan Sun’s on-property vendor Carlo’s Bakery. The media arrived at Mohegun Sun in time to take part in the exclusive grand tasting offered only to special guests of the Sun WineFest. Coyne pre-scheduled interviews for media with headlining chefs, which featured celebrity chefs preparing signature dishes at live cooking stations, while enjoying premium wine or beer pairings to complement each plate.

Impact: Coyne has garnered millions of media impressions for Sun WineFest across target outlets and introduced the festival and Mohegan Sun as a destination to larger audiences, as well as forged new media relationships for the brand. The visiting journalists also joined the conversation on social media and posted about Sun WineFest and Mohegan Sun to their respective Twitter, Facebook and Instagram accounts.

Sun WineFest

Issue: Mohegan Sun tasked Coyne PR with introducing the annual Sun WineFest to larger audiences in the tristate area, and particularly in the highly-competitive New York market.  

Idea: To reach a greater audience for the Sun WineFest, Coyne proposed a media plan including tactics to engage national and local food, spirits and lifestyle media from the surrounding markets. A select group of media were offered the opportunity to spend the weekend at the Sun WineFest as a part of an exclusive FAM, with access to the festival’s celebrity chefs and sommeliers, as well as Mohegan Sun’s wide array of restaurant and nightlife experiences. Coyne made sure the media arrived to the festival in style, hosting the group on the Sun “WineWagon,” a branded limousine bus that picked journalists up in New York City for a quick weekend getaway. The group was welcomed by mimosas and treated to delicious brunch treats on the bus, as well as sweets from Mohegan Sun’s on-property vendor Carlo’s Bakery. The media arrived at Mohegun Sun in time to take part in the exclusive grand tasting offered only to special guests of the Sun WineFest. Coyne pre-scheduled interviews for media with headlining chefs, which featured celebrity chefs preparing signature dishes at live cooking stations, while enjoying premium wine or beer pairings to complement each plate.

Impact: Coyne has garnered millions of media impressions for Sun WineFest across target outlets and introduced the festival and Mohegan Sun as a destination to larger audiences, as well as forged new media relationships for the brand. The visiting journalists also joined the conversation on social media and posted about Sun WineFest and Mohegan Sun to their respective Twitter, Facebook and Instagram accounts.

Simon School of Business at the University of Rochester

Issue: This past year, Simon Business School, at the University of Rochester unveiled a new dean, Andrew Ainslie, a highly influential thought leader and go-to source for business school stories in mainstream and higher education trade media. As fallout from the Great Recession in the late 2000’s a debate about the value of an MBA was sweeping the country and many prospective and current students began to question the wisdom of the investment.  Dean Ainslie noticed that not only was no one from the academic community coming forward to contradict this allegation, many business school academics were reinforcing the view with comments of their own. Dean Ainslie noted that no one took the time to conduct the research and sift through the data to prove that an MBA was one of the best educational investments around.

Idea: Coyne PR was tasked to work directly with Dean Ainslie to draft a byline/op-ed on the topic of why an MBA is an exceptionally good investment. Together, Coyne and Dean Ainslie conducted extensive research on the value of an MBA and averaged three years’ worth of data (2009, 2011, and 2013) from the top 70 schools as ranked by Forbes. From that analysis, we calculated the Total Five-Year Financial Gain for earning an MBA; a reduction in Investment Payback Time (ROI); and identified an increase in Post-MBA Starting Pay over Pre-MBA pay.

Impact: Coyne broke through the b-school glass ceiling and placed this byline/op-ed titled, “Why an MBA Remains an Awesome Investment,” exclusively in Poets & Quants, with additional pick-up in Fortune and on the Graduate Management Admissions Council (GMAC) website, among others. Additionally, Inc. featured a story, which was based off of the byline. In the end, the original byline generated 18 stories garnering over 13 million media impressions.

Simon Business School Dean Proves the Value of an MBA

Issue: This past year, Simon Business School, at the University of Rochester unveiled a new dean, Andrew Ainslie, a highly influential thought leader and go-to source for business school stories in mainstream and higher education trade media. As fallout from the Great Recession in the late 2000’s a debate about the value of an MBA was sweeping the country and many prospective and current students began to question the wisdom of the investment.  Dean Ainslie noticed that not only was no one from the academic community coming forward to contradict this allegation, many business school academics were reinforcing the view with comments of their own. Dean Ainslie noted that no one took the time to conduct the research and sift through the data to prove that an MBA was one of the best educational investments around.

Idea: Coyne PR was tasked to work directly with Dean Ainslie to draft a byline/op-ed on the topic of why an MBA is an exceptionally good investment. Together, Coyne and Dean Ainslie conducted extensive research on the value of an MBA and averaged three years’ worth of data (2009, 2011, and 2013) from the top 70 schools as ranked by Forbes. From that analysis, we calculated the Total Five-Year Financial Gain for earning an MBA; a reduction in Investment Payback Time (ROI); and identified an increase in Post-MBA Starting Pay over Pre-MBA pay.

Impact: Coyne broke through the b-school glass ceiling and placed this byline/op-ed titled, “Why an MBA Remains an Awesome Investment,” exclusively in Poets & Quants, with additional pick-up in Fortune and on the Graduate Management Admissions Council (GMAC) website, among others. Additionally, Inc. featured a story, which was based off of the byline. In the end, the original byline generated 18 stories garnering over 13 million media impressions.

SUPER 8

Issue: Super 8, a part of Wyndham Hotel Group, challenged Coyne to create excitement and positive awareness among consumers to mark the brand’s 40th anniversary, while generating national and local media attention for the occasion.

Idea: With the emphasis to celebrate Super 8’s 40 years of hospitality, Coyne thought it to be a timely opportunity to increase the general customer base. Recognizing the need for an unexpected, attention-grabbing initiative to bring the anniversary celebration to life, Coyne sought to break the Guinness World Record for the largest pillow fight in the brand’s home state of South Dakota. Additionally, Super 8 tapped TV personality and former NSYNC pop star Joey Fatone, to serve as host, throwing the inaugural pillow at South Dakota State’s mascot, “Jack the Jackrabbit.” Fatone brought the event to life, but more importantly, resonated with the brand and raised it to a national level.

Impact: Together Coyne, Super 8 and Fatone said “Bye, Bye, Bye” to the previous world record as students, alumni and fans took part in the effort to set the new record at 4,201 participants. The memorable event was attended by all major local market affiliates in South Dakota and covered by Sports Illustrated, USA Today, CBS News Online, Yahoo! Celebrity, HotelChatter.com and Celebuzz, among others resulting in a total of 764 positive media placements, elevating the brand among national consumers.

Super 8 Let the Feathers Fly to Celebrate 40 Years

Issue: Super 8, a part of Wyndham Hotel Group, challenged Coyne to create excitement and positive awareness among consumers to mark the brand’s 40th anniversary, while generating national and local media attention for the occasion.

Idea: With the emphasis to celebrate Super 8’s 40 years of hospitality, Coyne thought it to be a timely opportunity to increase the general customer base. Recognizing the need for an unexpected, attention-grabbing initiative to bring the anniversary celebration to life, Coyne sought to break the Guinness World Record for the largest pillow fight in the brand’s home state of South Dakota. Additionally, Super 8 tapped TV personality and former NSYNC pop star Joey Fatone, to serve as host, throwing the inaugural pillow at South Dakota State’s mascot, “Jack the Jackrabbit.” Fatone brought the event to life, but more importantly, resonated with the brand and raised it to a national level.

Impact: Together Coyne, Super 8 and Fatone said “Bye, Bye, Bye” to the previous world record as students, alumni and fans took part in the effort to set the new record at 4,201 participants. The memorable event was attended by all major local market affiliates in South Dakota and covered by Sports Illustrated, USA Today, CBS News Online, Yahoo! Celebrity, HotelChatter.com and Celebuzz, among others resulting in a total of 764 positive media placements, elevating the brand among national consumers.

Cayman Islands Department of Tourism

Issue: In an effort to affirm the Cayman Islands’ position as the premier luxury destination of the Caribbean among discerning North American travelers and ultimately boost stay-over arrivals, the Cayman Islands Department of Tourism partnered with Coyne Travel to maintain and grow its popularity as a sophisticated and cosmopolitan Caribbean getaway with endless opportunities for exploration across various lifestyle verticals.

Idea: Understanding the need to inspire consumers to rethink what they know about luxury island travel and specifically, travel to the Cayman Islands, Coyne takes a highly targeted approach to its media relations for the tourism board. Focusing on the destination’s bespoke luxury travel offerings, from world-class accommodations, innovative epicurean delights and indulgent spa and wellness experiences to lavish lifestyle events, Coyne sets the Cayman Islands apart from other Caribbean island competitors by positioning it as a compelling, must-visit holiday destination for today’s elite traveler. Whether hosting thematic familiarization trips for top-tier journalists, garnering national exposure for signature on-island festivals, including the sought-after Cayman Cookout, or amplifying the destination’s presence at vital industry events in key markets, such as Art Basel Miami and Aspen FOOD & WINE Classic, Coyne continues to keep the Cayman Islands top of mind for consumers and media alike.

Impact: Coyne has garnered millions of media impressions for the Cayman Islands across target national and regional print, broadcast and online outlets, including The New York Times, USA Today Travel, The Washington Post, Men’s Journal, CNBC, ABC News, National Geographic Traveler, Destination Weddings & Honeymoons, and DuJour to name a few. Looking ahead, the agency will continue to build strong, meaningful awareness among core audiences with strategic traditional and social media relations and creative activations that highlight the diverse array of memorable luxury experiences exclusive to the Cayman Islands.

Cayman Cookout 2016

Issue: In an effort to affirm the Cayman Islands’ position as the premier luxury destination of the Caribbean among discerning North American travelers and ultimately boost stay-over arrivals, the Cayman Islands Department of Tourism partnered with Coyne Travel to maintain and grow its popularity as a sophisticated and cosmopolitan Caribbean getaway with endless opportunities for exploration across various lifestyle verticals.

Idea: Understanding the need to inspire consumers to rethink what they know about luxury island travel and specifically, travel to the Cayman Islands, Coyne takes a highly targeted approach to its media relations for the tourism board. Focusing on the destination’s bespoke luxury travel offerings, from world-class accommodations, innovative epicurean delights and indulgent spa and wellness experiences to lavish lifestyle events, Coyne sets the Cayman Islands apart from other Caribbean island competitors by positioning it as a compelling, must-visit holiday destination for today’s elite traveler. Whether hosting thematic familiarization trips for top-tier journalists, garnering national exposure for signature on-island festivals, including the sought-after Cayman Cookout, or amplifying the destination’s presence at vital industry events in key markets, such as Art Basel Miami and Aspen FOOD & WINE Classic, Coyne continues to keep the Cayman Islands top of mind for consumers and media alike.

Impact: Coyne has garnered millions of media impressions for the Cayman Islands across target national and regional print, broadcast and online outlets, including The New York Times, USA Today Travel, The Washington Post, Men’s Journal, CNBC, ABC News, National Geographic Traveler, Destination Weddings & Honeymoons, and DuJour to name a few. Looking ahead, the agency will continue to build strong, meaningful awareness among core audiences with strategic traditional and social media relations and creative activations that highlight the diverse array of memorable luxury experiences exclusive to the Cayman Islands.

DISNEY PARKS

Issue: To celebrate the new offerings and magical experiences planned for Walt Disney World Resort in summer 2016, Coyne PR proposed, planned and executed a private media luncheon for top-tier journalists in New York City at the historic Landmarc Time Warner Center.

Idea: Coyne worked with the Disney Parks team to secure an intimate venue to showcase the exciting new lineup of attractions and shows debuting across all four Disney theme parks and entertainment venues.  The exclusive event included two informative panel discussions led by key Disney executives and Imagineers who spoke to the unforgettable new experiences “awakening” this summer. Among the highlights included updates on the reimagining of Disney’s Animal Kingdom to a full daytime to nighttime theme park and the multi-year transformation of Downtown Disney into Disney Springs, a mecca for upscale shopping, dining and entertainment. Working alongside Disney, Coyne planned, executed and liaised with media prior to and after the luncheon to provide story opportunities and position the new lineup of offerings as must-see experiences for the upcoming season.

Impact: Executed in advance of summer and timed to the distribution of the announcement press release, the luncheon was attended by nearly 40 media in top-tier national, Latino and global media outlets, including the Associated Press, Redbook, Family Circle, CNN, Parents, Fodor’s Travel, Travel Weekly, BuzzFeed, ABC News, The New York Post, among others. To-date, the news has resulted in nearly 240 million impressions.

Disney Unveils “Awaken Summer” Campaign at NYC Media Luncheon

Issue: To celebrate the new offerings and magical experiences planned for Walt Disney World Resort in summer 2016, Coyne PR proposed, planned and executed a private media luncheon for top-tier journalists in New York City at the historic Landmarc Time Warner Center.

Idea: Coyne worked with the Disney Parks team to secure an intimate venue to showcase the exciting new lineup of attractions and shows debuting across all four Disney theme parks and entertainment venues.  The exclusive event included two informative panel discussions led by key Disney executives and Imagineers who spoke to the unforgettable new experiences “awakening” this summer. Among the highlights included updates on the reimagining of Disney’s Animal Kingdom to a full daytime to nighttime theme park and the multi-year transformation of Downtown Disney into Disney Springs, a mecca for upscale shopping, dining and entertainment. Working alongside Disney, Coyne planned, executed and liaised with media prior to and after the luncheon to provide story opportunities and position the new lineup of offerings as must-see experiences for the upcoming season.

Impact: Executed in advance of summer and timed to the distribution of the announcement press release, the luncheon was attended by nearly 40 media in top-tier national, Latino and global media outlets, including the Associated Press, Redbook, Family Circle, CNN, Parents, Fodor’s Travel, Travel Weekly, BuzzFeed, ABC News, The New York Post, among others. To-date, the news has resulted in nearly 240 million impressions.

MOTEL 6

Issue:  Motel 6 turned to Coyne PR to launch "Room to Room," a consumer-focused campaign to accompany major renovations taking place at the hotel chain’s locations across the country.

Idea: Coyne PR aimed its strategy at highlighting Motel 6’s nationwide revamp through a seamless room-to-room journey. The team put together a broadcast campaign element, working with digital partners to support the overall campaign. The goal was for Motel 6 to go to market with full marketing assets, both analog and digital. Motel 6 also set out to focus its social media strategy on increasing engagement with guests. Coyne PR conducted outreach to travel trade publications, as well as consumer and industry media outlets. In addition, Coyne invited a select group of media members to join G6 Hospitality and Blackstone executives for an intimate luncheon event in New York City. A social media strategy was also designed for Motel 6 to maximize each point of contact to better serve customers and increase brand awareness. Via Motel 6’s accounts on Facebook, Twitter, and Instagram, the brand has been actively promoting contests, sweepstakes, and providing interesting facts that could help people with their trip. Motel 6 also partnered with travel and entertainment content publisher Wcities to provide geographically based content for a new branded mobile app. The Wcities platform allows travelers to view nearby restaurants, attractions, national landmarks, museums, events, and other localized content to explore.

Impact: Motel 6’s Room to Room campaign has received coverage in industry-centric outlets such as, Conde Nast Traveler, Travel Pulse, Media Post, Skift, and Hotel Business. The chain’s renovations have also secured coverage from a variety of national media outlets including Bloomberg Businessweek, The Wall Street Journal and USA Today.  Coyne was able to successfully spark the interest of media, consumers and potential franchisees.

Room To Room Tour

Issue:  Motel 6 turned to Coyne PR to launch "Room to Room," a consumer-focused campaign to accompany major renovations taking place at the hotel chain’s locations across the country.

Idea: Coyne PR aimed its strategy at highlighting Motel 6’s nationwide revamp through a seamless room-to-room journey. The team put together a broadcast campaign element, working with digital partners to support the overall campaign. The goal was for Motel 6 to go to market with full marketing assets, both analog and digital. Motel 6 also set out to focus its social media strategy on increasing engagement with guests. Coyne PR conducted outreach to travel trade publications, as well as consumer and industry media outlets. In addition, Coyne invited a select group of media members to join G6 Hospitality and Blackstone executives for an intimate luncheon event in New York City. A social media strategy was also designed for Motel 6 to maximize each point of contact to better serve customers and increase brand awareness. Via Motel 6’s accounts on Facebook, Twitter, and Instagram, the brand has been actively promoting contests, sweepstakes, and providing interesting facts that could help people with their trip. Motel 6 also partnered with travel and entertainment content publisher Wcities to provide geographically based content for a new branded mobile app. The Wcities platform allows travelers to view nearby restaurants, attractions, national landmarks, museums, events, and other localized content to explore.

Impact: Motel 6’s Room to Room campaign has received coverage in industry-centric outlets such as, Conde Nast Traveler, Travel Pulse, Media Post, Skift, and Hotel Business. The chain’s renovations have also secured coverage from a variety of national media outlets including Bloomberg Businessweek, The Wall Street Journal and USA Today.  Coyne was able to successfully spark the interest of media, consumers and potential franchisees.

Outrigger Hotels & Resorts

Issue: Outrigger Resorts challenged Coyne PR to generate national awareness surrounding the opening of its most luxurious property yet, the Outrigger Konotta Maldives Resort. Resting within the crystal waters of Gaafu Dhaalu Atoll and complete with 31 Beachfront Villas, 21 Over-water Villas and a Presidential Villa, this resort offers a complete sense of privacy and intimate luxury. Further amplifying Outrigger as a premier beachfront resort brand, Coyne was tasked with leveraging this opening to reinforce brand awareness and position the Maldives as an ideal vacation destination for the elite and affluent U.S. traveler.

Idea: In conjunction with the actual grand opening ceremony, Coyne developed an aggressive media strategy to generate U.S.-based travel feature coverage among trade and affluent travel consumer media outlets.

Through traditional PR outreach and the facilitation of a top tier media familiarization trips Coyne PR positioned the Outrigger Konotta Maldives Resort as a secluded, yet seamlessly accessible destination, offering a sense of complete isolation, privacy and remote luxury, surrounded by unmatched natural beauty. Coyne’s efforts combined with the luxurious, rare and intimate property offerings will enable consumers to consider Outrigger among other leading luxury brands.

Results: Coyne’s efforts surrounding the property opening garnered more than 70 million media impressions reaching its key target audience. Proactive outreach relating to the property opening resulted in coverage in both upscale and trade outlets such as, Luxury Magazine, Affluent Magazine, Travel Pulse and Recommend. As a result of the FAM trips, top-tier industry journalists including Sarah Sekula, Maridel Reyes, April Orcutt and Kristin Braswell produced coverage in Forbes.com and FoxNews.com, among others. The team is looking forward to additional national coverage slated to run later this year. Ultimately, Coyne’s work would result in North American bookings for the Outrigger Konotta Maldives Resort and Outrigger Resorts overall.

Outrigger Konotta Maldives Resort Opening

Issue: Outrigger Resorts challenged Coyne PR to generate national awareness surrounding the opening of its most luxurious property yet, the Outrigger Konotta Maldives Resort. Resting within the crystal waters of Gaafu Dhaalu Atoll and complete with 31 Beachfront Villas, 21 Over-water Villas and a Presidential Villa, this resort offers a complete sense of privacy and intimate luxury. Further amplifying Outrigger as a premier beachfront resort brand, Coyne was tasked with leveraging this opening to reinforce brand awareness and position the Maldives as an ideal vacation destination for the elite and affluent U.S. traveler.

Idea: In conjunction with the actual grand opening ceremony, Coyne developed an aggressive media strategy to generate U.S.-based travel feature coverage among trade and affluent travel consumer media outlets.

Through traditional PR outreach and the facilitation of a top tier media familiarization trips Coyne PR positioned the Outrigger Konotta Maldives Resort as a secluded, yet seamlessly accessible destination, offering a sense of complete isolation, privacy and remote luxury, surrounded by unmatched natural beauty. Coyne’s efforts combined with the luxurious, rare and intimate property offerings will enable consumers to consider Outrigger among other leading luxury brands.

Results: Coyne’s efforts surrounding the property opening garnered more than 70 million media impressions reaching its key target audience. Proactive outreach relating to the property opening resulted in coverage in both upscale and trade outlets such as, Luxury Magazine, Affluent Magazine, Travel Pulse and Recommend. As a result of the FAM trips, top-tier industry journalists including Sarah Sekula, Maridel Reyes, April Orcutt and Kristin Braswell produced coverage in Forbes.com and FoxNews.com, among others. The team is looking forward to additional national coverage slated to run later this year. Ultimately, Coyne’s work would result in North American bookings for the Outrigger Konotta Maldives Resort and Outrigger Resorts overall.

DISNEY PARKS

Issue: As America’s top family vacation destination, Disney Parks & Resorts sought a public relations partner to continue elevating its iconic status as well as plan and execute one-of-a-kind multi-tiered PR campaigns. Serving as AOR for Disney Parks & Resorts for over a decade, Coyne is continually tasked to extend the brand’s reach, deliver amazing creative and keep Disney Parks front and center among media and consumers alike. 

Idea: Whether it is developing a large-scale event in New York City, creating memorable press events and world-class stunts, conducting proactive media outreach or unveiling exciting new products and services, Coyne works hand-in-hand with the Disney team to pull off programs ‘only Disney can do.’

Impact: Coyne has been there every step of the way, launching award-winning campaigns, new attractions on both coasts as well as the creation of the first-ever Disney Parks Moms Panel. From celebrating the highly-anticipated return of Disney Cruise Line to New York with an exclusive event and announcing river cruising with Adventures by Disney to bringing a magnificent three-story ice replica of Cinderella’s Castle to NYC’s Time Square for a “Limited Time” only, Coyne continues to garner top-tier national media coverage for every unique Disney property and offering, helping to maintain its leadership position in the attraction space.

Agency of Record

Issue: As America’s top family vacation destination, Disney Parks & Resorts sought a public relations partner to continue elevating its iconic status as well as plan and execute one-of-a-kind multi-tiered PR campaigns. Serving as AOR for Disney Parks & Resorts for over a decade, Coyne is continually tasked to extend the brand’s reach, deliver amazing creative and keep Disney Parks front and center among media and consumers alike. 

Idea: Whether it is developing a large-scale event in New York City, creating memorable press events and world-class stunts, conducting proactive media outreach or unveiling exciting new products and services, Coyne works hand-in-hand with the Disney team to pull off programs ‘only Disney can do.’

Impact: Coyne has been there every step of the way, launching award-winning campaigns, new attractions on both coasts as well as the creation of the first-ever Disney Parks Moms Panel. From celebrating the highly-anticipated return of Disney Cruise Line to New York with an exclusive event and announcing river cruising with Adventures by Disney to bringing a magnificent three-story ice replica of Cinderella’s Castle to NYC’s Time Square for a “Limited Time” only, Coyne continues to garner top-tier national media coverage for every unique Disney property and offering, helping to maintain its leadership position in the attraction space.

NY NOW

Issue:  Emerald Expositions tasked Coyne with elevating the awareness of NY NOW, the Market for Home, Lifestyle + Gift, among trade and consumer media. As the industry’s most expansive marketplace event, NY NOW fills the Jacob K. Javits Center with over 2,400 exhibitors hailing from 80 countries across the globe, and more than 100,000 new and on-trend products throughout its three comprehensive Collections.

Idea: The team crafted a multi-tiered support plan that put NY NOW front and center with key trade and consumer media, as well as industry stakeholders before, during and after the Market’s doors closed. A strong trade media relations program included pre-market features and interviews that helped to drive awareness among the industry. Concerted efforts to introduce consumer outlets to this trade-only event led to increased attendance from this coveted media group and coverage for NY NOW in new outlets. Additionally, Coyne leveraged relationships with key journalists and influencers to secure participation from four influencers for NY NOW’s social media efforts including Maxwell Ryan of Apartment Therapy, Lindsey Beatty of Coastal Living, Lifestyle Expert Trae Bodge, and Marcus Lemonis of CNBC’s “The Profit” who also lent his voice to the NY NOW telemarketing efforts. Coyne was also tapped to bring an authentic taste of the Big Apple to the market to help enhance attendees’ overall market experience. Finally, Coyne spearheaded the development of a streamlined awards program for NY NOW that put a spotlight on the unique and exciting exhibitors on-site.

Impact: Coyne  successfully increased YoY attendance goals, securing approximately 400 editorial press attendees with notable outlets. While on-site, Coyne facilitated nine interviews and meet-and-greets with key consumer trade media, including a WCBS-TV segment, as well as two live NY1 segments. As a result of the extensive communications campaign, the team secured 175+ placements, garnering over 35 million impressions in top-tier outlets.

Heating up the 2016 Winter Market

Issue:  Emerald Expositions tasked Coyne with elevating the awareness of NY NOW, the Market for Home, Lifestyle + Gift, among trade and consumer media. As the industry’s most expansive marketplace event, NY NOW fills the Jacob K. Javits Center with over 2,400 exhibitors hailing from 80 countries across the globe, and more than 100,000 new and on-trend products throughout its three comprehensive Collections.

Idea: The team crafted a multi-tiered support plan that put NY NOW front and center with key trade and consumer media, as well as industry stakeholders before, during and after the Market’s doors closed. A strong trade media relations program included pre-market features and interviews that helped to drive awareness among the industry. Concerted efforts to introduce consumer outlets to this trade-only event led to increased attendance from this coveted media group and coverage for NY NOW in new outlets. Additionally, Coyne leveraged relationships with key journalists and influencers to secure participation from four influencers for NY NOW’s social media efforts including Maxwell Ryan of Apartment Therapy, Lindsey Beatty of Coastal Living, Lifestyle Expert Trae Bodge, and Marcus Lemonis of CNBC’s “The Profit” who also lent his voice to the NY NOW telemarketing efforts. Coyne was also tapped to bring an authentic taste of the Big Apple to the market to help enhance attendees’ overall market experience. Finally, Coyne spearheaded the development of a streamlined awards program for NY NOW that put a spotlight on the unique and exciting exhibitors on-site.

Impact: Coyne  successfully increased YoY attendance goals, securing approximately 400 editorial press attendees with notable outlets. While on-site, Coyne facilitated nine interviews and meet-and-greets with key consumer trade media, including a WCBS-TV segment, as well as two live NY1 segments. As a result of the extensive communications campaign, the team secured 175+ placements, garnering over 35 million impressions in top-tier outlets.

Bimbo Bakeries

Issue: Coyne was tasked with launching a new line of whole grain bread for Bimbo Bakeries called Healthfull® to help the brand stand out from the competition. The brand needed something different and innovative for the category – a slice above the rest.

Idea: Coyne developed the strategic platform of Love, Your Bread to tap into the emotional connection consumers have with a food they once loved but from which may have strayed. Healthfull® is a love letter to consumers and the oh-so-important comma in Love, Your Bread differentiated the brand from the competition. The key element of Love, Your Bread is the Healthfull® Nom-Nom-Rom-Com – a tongue-in-cheek “bread trailer” for a romantic comedy that resonates with the target audience. The video tells the love story between a woman and her Heatlhfull® bread. A lovable animated character is introduced to represent Healthfull®’s commitment to being 100% whole grain bread that is 80 calories per slice with no artificial colors, flavors or preservatives.

Coyne’s holistic approach consisted of owned, paid and earned components to tell the Love, Your Bread story. In addition to the playful romantic comedy “movie trailer,” the campaign included social media calls-to-action, a dedicated hashtag (#LoveYourBread) and a targeted, multi-platform social and digital advertising campaign leveraging the fun video content.

Impact: Coyne’s out-of-the-bread-box thinking was a success and raised Healthfull®’s presence within the category. The campaign achieved more than 32.2 million social and digital impressions, 6.3 million video views, increased brand social mentions and conversations by 10x and helped Healthfull® achieve distribution across major retailers nationwide, successfully achieving all four objectives.

Healthfull® Nom-Nom-Rom-Com

Issue: Coyne was tasked with launching a new line of whole grain bread for Bimbo Bakeries called Healthfull® to help the brand stand out from the competition. The brand needed something different and innovative for the category – a slice above the rest.

Idea: Coyne developed the strategic platform of Love, Your Bread to tap into the emotional connection consumers have with a food they once loved but from which may have strayed. Healthfull® is a love letter to consumers and the oh-so-important comma in Love, Your Bread differentiated the brand from the competition. The key element of Love, Your Bread is the Healthfull® Nom-Nom-Rom-Com – a tongue-in-cheek “bread trailer” for a romantic comedy that resonates with the target audience. The video tells the love story between a woman and her Heatlhfull® bread. A lovable animated character is introduced to represent Healthfull®’s commitment to being 100% whole grain bread that is 80 calories per slice with no artificial colors, flavors or preservatives.

Coyne’s holistic approach consisted of owned, paid and earned components to tell the Love, Your Bread story. In addition to the playful romantic comedy “movie trailer,” the campaign included social media calls-to-action, a dedicated hashtag (#LoveYourBread) and a targeted, multi-platform social and digital advertising campaign leveraging the fun video content.

Impact: Coyne’s out-of-the-bread-box thinking was a success and raised Healthfull®’s presence within the category. The campaign achieved more than 32.2 million social and digital impressions, 6.3 million video views, increased brand social mentions and conversations by 10x and helped Healthfull® achieve distribution across major retailers nationwide, successfully achieving all four objectives.

BIMBO BAKERIES

Issue: In response to a shift in consumer thinking about bread and its place in their diet, along with a need to serve content to increasingly mobile users and streamline content management within the organization, Bimbo Bakeries USA (BBU), makers of Arnold, Brownberry and Oroweat bread brands sought to refresh their digital ecosystem.

Idea: Coyne came to the table with a re-focused content strategy, new responsive design, and expanded recipe offering custom crafted to engage the brands’ nutrition-conscious target. As part of the redesign, the brands’ extensive existing content was audited to identify opportunities for optimization, and then migrated into a new Drupal CMS to support content creation, collaboration and maintenance within the organization going forward. Content and code were carefully planned and quality assured to ensure an optimal and search-friendly user experience, and that the site met stringent accessibility and security standards.

Impact: With built-in support for future geographic targeting, eCRM programs, promotions, and additional content, the brands were able to refresh content and make updates with a faster turnaround. A newly added blog section supported content created by registered dietitians, supporting PR activity and serving as a key destination for visitors driven from the brands’ social channels and email program. Compared to the previous year, sessions increased over 100% with pageviews jumping 45% and mobile making up nearly 40% of all traffic.

Arnold, Brownberry, Oroweat Breads - Responsive Website Design

Issue: In response to a shift in consumer thinking about bread and its place in their diet, along with a need to serve content to increasingly mobile users and streamline content management within the organization, Bimbo Bakeries USA (BBU), makers of Arnold, Brownberry and Oroweat bread brands sought to refresh their digital ecosystem.

Idea: Coyne came to the table with a re-focused content strategy, new responsive design, and expanded recipe offering custom crafted to engage the brands’ nutrition-conscious target. As part of the redesign, the brands’ extensive existing content was audited to identify opportunities for optimization, and then migrated into a new Drupal CMS to support content creation, collaboration and maintenance within the organization going forward. Content and code were carefully planned and quality assured to ensure an optimal and search-friendly user experience, and that the site met stringent accessibility and security standards.

Impact: With built-in support for future geographic targeting, eCRM programs, promotions, and additional content, the brands were able to refresh content and make updates with a faster turnaround. A newly added blog section supported content created by registered dietitians, supporting PR activity and serving as a key destination for visitors driven from the brands’ social channels and email program. Compared to the previous year, sessions increased over 100% with pageviews jumping 45% and mobile making up nearly 40% of all traffic.

Express Scripts

Issue: Individuals becoming eligible for Medicare Part D and planning for retirement are confused about their options and overwhelmed by misinformation. On top of this confusion, selecting a Medicare plan is only undertaken once in a person’s lifetime (switching is infrequent), and the open enrollment period lasts a limited handful of months. Express Scripts wished to communicate clearly and positively with a generally less digitally-savvy audience, offering value in the form of customer service and subject matter expertise.

Idea: RoadmapforMedicare.com was designed as a web knowledge base for seniors and their families to clear up confusion and misinformation around Medicare Part D. The responsive site provides an opportunity for visitors to hear from Medicare experts on a number of popular topics, and connect with Express Scripts for help and advice via phone representatives and the company’s enrollment site. Content ideas were drawn from search behavior, proprietary surveys, and Express Scripts Medicare advisors. The site was built with a Wordpress CMS, with email managed via MailChimp for ease of implementation, tracking, and collaboration between agency and client. To drive repeat visits throughout the open enrollment period, Coyne crafted a content publishing calendar and eCRM program.

Impact: RoadmapforMedicare.com has been updated and maintained for three years running as of 2016, each year bringing a new level of engagement and expansion to the program to reach even more people as they approach this critical life phase. The site has seen a yearly increase in traffic and month over month improvement in search ranking for Medicare topics, peaking during open enrollment.

RoadmapforMedicare.com Website and eCRM Program

Issue: Individuals becoming eligible for Medicare Part D and planning for retirement are confused about their options and overwhelmed by misinformation. On top of this confusion, selecting a Medicare plan is only undertaken once in a person’s lifetime (switching is infrequent), and the open enrollment period lasts a limited handful of months. Express Scripts wished to communicate clearly and positively with a generally less digitally-savvy audience, offering value in the form of customer service and subject matter expertise.

Idea: RoadmapforMedicare.com was designed as a web knowledge base for seniors and their families to clear up confusion and misinformation around Medicare Part D. The responsive site provides an opportunity for visitors to hear from Medicare experts on a number of popular topics, and connect with Express Scripts for help and advice via phone representatives and the company’s enrollment site. Content ideas were drawn from search behavior, proprietary surveys, and Express Scripts Medicare advisors. The site was built with a Wordpress CMS, with email managed via MailChimp for ease of implementation, tracking, and collaboration between agency and client. To drive repeat visits throughout the open enrollment period, Coyne crafted a content publishing calendar and eCRM program.

Impact: RoadmapforMedicare.com has been updated and maintained for three years running as of 2016, each year bringing a new level of engagement and expansion to the program to reach even more people as they approach this critical life phase. The site has seen a yearly increase in traffic and month over month improvement in search ranking for Medicare topics, peaking during open enrollment.

Tara Smith

Issue: Award-winning celebrity hairstylist Tara Smith approached Coyne to support the stateside launch of her high-performance botanical haircare line. Previously launched in the UK, Tara’s web presence needed to be migrated and updated to support ecommerce for US shoppers while integrating with PR events and converting earned and social media traffic. Speed-to-market was key.

Idea: Taking a product-first strategy, the digital team strategized, designed and developed a responsive, mobile-optimized ecommerce destination for the brand. Through partnership with the Shopify platform, Coyne was able to quickly launch a fully functional shopping experience creatively in-sync with Tara’s distinctive brand and integrated with the messaging points being communicated through PR, social, and influencer efforts. The shop included the full backing of Google Analytics and Shopify’s measurement dashboard, which the team leveraged for insights into user behavior, search optimization, and content opportunities.

Impact: The Coyne team’s combined efforts directed new traffic to TaraSmith.com and drove a steady boost in sales with revenue increasing almost five times in one month. The website has played a key role in supporting ongoing discount code promotions, social engagement campaigns, earned media hits, and Tara’s appearances on HSN’s Beauty Report and in Bluemercury and Macy’s store locations.

Responsive Ecommerce Website, TaraSmith.com

Issue: Award-winning celebrity hairstylist Tara Smith approached Coyne to support the stateside launch of her high-performance botanical haircare line. Previously launched in the UK, Tara’s web presence needed to be migrated and updated to support ecommerce for US shoppers while integrating with PR events and converting earned and social media traffic. Speed-to-market was key.

Idea: Taking a product-first strategy, the digital team strategized, designed and developed a responsive, mobile-optimized ecommerce destination for the brand. Through partnership with the Shopify platform, Coyne was able to quickly launch a fully functional shopping experience creatively in-sync with Tara’s distinctive brand and integrated with the messaging points being communicated through PR, social, and influencer efforts. The shop included the full backing of Google Analytics and Shopify’s measurement dashboard, which the team leveraged for insights into user behavior, search optimization, and content opportunities.

Impact: The Coyne team’s combined efforts directed new traffic to TaraSmith.com and drove a steady boost in sales with revenue increasing almost five times in one month. The website has played a key role in supporting ongoing discount code promotions, social engagement campaigns, earned media hits, and Tara’s appearances on HSN’s Beauty Report and in Bluemercury and Macy’s store locations.