Multicultural

As the cultural landscape of America continues to shift, it’s important for brands to develop programs that speak to culturally diverse audiences. Our passionate multicultural team is experienced in building authentic campaigns that resonate with those diverse audiences. 

We are proud to be awarded an Honorable Mention for PRWeek’s “Multicultural Marketing Campaign of the Year” for our work with the USA Swimming Foundation and its Make a Splash initiative, a program that helps educate parents, children and communities about the importance of learning to swim, especially in Hispanic and African American communities where lack of swimming is a huge issue.

Our team experience extends to executing campaigns for some of the country’s most recognizable brands including Chrysler, McDonald’s, the Goodyear Tire & Rubber Company, Harlem Globetrotters, Pepsi and the Food Bank For New York City, amongst many others. Coyne’s multicultural services include corporate communications, grassroots initiatives, event planning, influencer outreach & celebrity seeding, partner coordination, and social media engagement and management.   

Let us help you create awareness, affinity and preference with all your potential customers! 

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.    

USA Swimming Foundation

Issue: Coyne was charged with creating an “impact event” to resonate with the community and media for The USA Swimming Foundation, “Make A Splash” program, which encourages families to teach children how to swim and prevent childhood drowning.  The initiative targeted a multi-cultural audience based on a 2010 study that found 70 percent of African American and 60 percent of Hispanic children are unable to swim in the United States.

Idea: Coyne literally made a splash in downtown Chicago with four Olympic gold medalists Cullen Jones, Jessica Hardy, Rowdy Gaines and Conor Dwyer. The team commissioned We Talk Chalk, a 3D painting agency to transform a downtown Chicago plaza into an Olympic-sized pool mural through the magic of 3D art to celebrate the first day of public pools opening in Chicago. Chicago’s Magnificent Mile, the most densely populated section of Michigan Avenue, served as the ideal location to hold the USA Swimming Foundation mural. After 72 hours, the painters created an incredibly realistic 3D pool mural, producing an immersive experience. This drew the attention of local and national media as it garnered awareness for the “Make A Splash” program and tempted pedestrians to strike a “dive in” pose.

Impact: Between pre and post-event media outreach efforts, Coyne generated more than 32 million total media impressions; 62 total news articles and a multitude of social placements to date. Coverage from top outlets included Yahoo! Parenting, ABC 7 Chicago, Chicago Tribune, JET Magazine, Telemundo 44 and RedEye Chicago. At the 3D pool mural unveiling, the USA Swimming Foundation made a pledge to teach 25,000 Chicago youth to swim during the summer of 2015 through the “Make a Splash” initiative, which will continue to create awareness for this preventable issue.

Make a Splash

Issue: Coyne was charged with creating an “impact event” to resonate with the community and media for The USA Swimming Foundation, “Make A Splash” program, which encourages families to teach children how to swim and prevent childhood drowning.  The initiative targeted a multi-cultural audience based on a 2010 study that found 70 percent of African American and 60 percent of Hispanic children are unable to swim in the United States.

Idea: Coyne literally made a splash in downtown Chicago with four Olympic gold medalists Cullen Jones, Jessica Hardy, Rowdy Gaines and Conor Dwyer. The team commissioned We Talk Chalk, a 3D painting agency to transform a downtown Chicago plaza into an Olympic-sized pool mural through the magic of 3D art to celebrate the first day of public pools opening in Chicago. Chicago’s Magnificent Mile, the most densely populated section of Michigan Avenue, served as the ideal location to hold the USA Swimming Foundation mural. After 72 hours, the painters created an incredibly realistic 3D pool mural, producing an immersive experience. This drew the attention of local and national media as it garnered awareness for the “Make A Splash” program and tempted pedestrians to strike a “dive in” pose.

Impact: Between pre and post-event media outreach efforts, Coyne generated more than 32 million total media impressions; 62 total news articles and a multitude of social placements to date. Coverage from top outlets included Yahoo! Parenting, ABC 7 Chicago, Chicago Tribune, JET Magazine, Telemundo 44 and RedEye Chicago. At the 3D pool mural unveiling, the USA Swimming Foundation made a pledge to teach 25,000 Chicago youth to swim during the summer of 2015 through the “Make a Splash” initiative, which will continue to create awareness for this preventable issue.

Humana

Issue: Humana, one of the nation’s largest health benefits companies, brought its innovative bike-sharing program – Freewheelin – to the Democratic and Republican National Conventions in to introduce the concept of bike-sharing. Specifically, Humana looked to Coyne PR to impress the concept of Freewheelin upon the Hispanic population to emphasize the importance of physical activity in fighting health conditions afflicting the Hispanic community.

Idea: Humana and Coyne PR organized and capitalized on a Hispanic ride event at the Democratic National Convention in Denver called ‘Freewheelin con La Raza.’ Six Hispanic legislators from Texas, more than 30 members of the Lone Star state’s delegation and former San Antonio mayor and U.S. Housing and Urban Development secretary Henry Cisneros led ‘Freewheelin con La Raza.’ Coyne helped organize the event, including a press conference and guided bike ride with the participants, coordinating B-roll production, satellite capabilities and photography and translating all outreach materials into Spanish. 

Impact: The event resulted in a television piece on Univision’s news show, “Noticiero Univision Colorado a las 5,” and various print and online placements including Dallas Morning News, Fort Worth Star-Telegram, La Prensa Hispana, La Voz, Nuevo Siglo, El Hispano News and Latino. Through this event, Coyne also helped Humana’s government relations executives forge a valuable relationship with influential Hispanic legislators.

Humana’s Bike-Sharing Message Gains Traction in Hispanic Community

Issue: Humana, one of the nation’s largest health benefits companies, brought its innovative bike-sharing program – Freewheelin – to the Democratic and Republican National Conventions in to introduce the concept of bike-sharing. Specifically, Humana looked to Coyne PR to impress the concept of Freewheelin upon the Hispanic population to emphasize the importance of physical activity in fighting health conditions afflicting the Hispanic community.

Idea: Humana and Coyne PR organized and capitalized on a Hispanic ride event at the Democratic National Convention in Denver called ‘Freewheelin con La Raza.’ Six Hispanic legislators from Texas, more than 30 members of the Lone Star state’s delegation and former San Antonio mayor and U.S. Housing and Urban Development secretary Henry Cisneros led ‘Freewheelin con La Raza.’ Coyne helped organize the event, including a press conference and guided bike ride with the participants, coordinating B-roll production, satellite capabilities and photography and translating all outreach materials into Spanish. 

Impact: The event resulted in a television piece on Univision’s news show, “Noticiero Univision Colorado a las 5,” and various print and online placements including Dallas Morning News, Fort Worth Star-Telegram, La Prensa Hispana, La Voz, Nuevo Siglo, El Hispano News and Latino. Through this event, Coyne also helped Humana’s government relations executives forge a valuable relationship with influential Hispanic legislators.

Hip Hop Caucus

Issue: Founded in 2004, Hip Hop Caucus is a national, non-profit organization that connects millennials, people of color, and disenfranchised communities to the civic process to build collective power and create positive change. To enhance its visibility, Hip Hop Caucus entrusted Coyne with its bi-partisan 2016 Respect My Vote! and People’s Climate Music campaigns. In turn, Coyne positioned the organization as a leader in educating and mobilizing Americans on voting and climate justice, during this Presidential election year.

Idea: Coyne created a strategic communications program, which leveraged the campaigns’ primary news drivers: non-partisan stance; celebrity spokespersons; expert commentary on current issues and trends. To build awareness and sustain each campaign’s momentum, Coyne and Hip Hop Caucus secured partnerships with celebrities and national media outlets as well as coordinated town hall discussions to spread the word about voter resources and action on climate change.  Furthermore, Coyne supported an influencer campaign that included 186 influencers from around the country to get involved in Respect My Vote! at no cost.   Through both big ideas and targeted media outreach, Coyne’s comprehensive program would solidify Hip Hop Caucus as a platform that engages the public for electoral activism.

Impact: As a result of Coyne’s action plan, Hip Hop Caucus was part of civic conversations on top news outlets including, CNN, PEOPLE, Complex, Forbes, Vice, NBC News, The Hill, UPROXX, MTV, Teen Vogue, SiriusXM, and radio stations across the nation. HHC’s President/CEO Rev Lennox Yearwood Jr. and high-profile celebrities including Keke Palmer, Charlamagne tha God, Taboo of The Black Eyed Peas and Amber Rose were integrated into Coyne’s strategy to generate over 1,080 stories across broadcast, print, online and social media, which garnered over 287 million impressions.

Respect My Vote

Issue: Founded in 2004, Hip Hop Caucus is a national, non-profit organization that connects millennials, people of color, and disenfranchised communities to the civic process to build collective power and create positive change. To enhance its visibility, Hip Hop Caucus entrusted Coyne with its bi-partisan 2016 Respect My Vote! and People’s Climate Music campaigns. In turn, Coyne positioned the organization as a leader in educating and mobilizing Americans on voting and climate justice, during this Presidential election year.

Idea: Coyne created a strategic communications program, which leveraged the campaigns’ primary news drivers: non-partisan stance; celebrity spokespersons; expert commentary on current issues and trends. To build awareness and sustain each campaign’s momentum, Coyne and Hip Hop Caucus secured partnerships with celebrities and national media outlets as well as coordinated town hall discussions to spread the word about voter resources and action on climate change.  Furthermore, Coyne supported an influencer campaign that included 186 influencers from around the country to get involved in Respect My Vote! at no cost.   Through both big ideas and targeted media outreach, Coyne’s comprehensive program would solidify Hip Hop Caucus as a platform that engages the public for electoral activism.

Impact: As a result of Coyne’s action plan, Hip Hop Caucus was part of civic conversations on top news outlets including, CNN, PEOPLE, Complex, Forbes, Vice, NBC News, The Hill, UPROXX, MTV, Teen Vogue, SiriusXM, and radio stations across the nation. HHC’s President/CEO Rev Lennox Yearwood Jr. and high-profile celebrities including Keke Palmer, Charlamagne tha God, Taboo of The Black Eyed Peas and Amber Rose were integrated into Coyne’s strategy to generate over 1,080 stories across broadcast, print, online and social media, which garnered over 287 million impressions.

100 Black Men of New Jersey

Issue: The 100 Black Men of New Jersey (The 100) called on Coyne to inform the public about the non-profit’s programs in mentoring, education, health and wellness and economic empowerment and drive community involvement. 

Idea: Coyne continues to generate awareness and community support by making The 100 Black Men of New Jersey’s initiatives part of the larger media conversation. From healthcare to leadership, Coyne created messaging that resonates with audiences and communities nationwide and still captures the interests of those local to the New Jersey area. Most recently, Coyne worked with The 100 to create greater interest in events, such as the “Cooking for Change” college scholarship fundraiser and the Youth Leadership Summit, held in concert with the U.S. Marine Corps. Well-crafted pitches, online and print calendar listings, and earned media placements were used together to weave 360 degree coverage - pre-event, onsite, and post-event. Additionally, Coyne pursues interview opportunities for the chapter president to solidify him as a voice for the African-American community. These opportunities also give a voice to the organization and allow the chapter’s core values and competencies to be recognized.

Impact: By inserting Coyne, The 100 Black Men has not only seen media coverage from the hyperlocal to the top-tier levels, but also a greater reach to the community, thus greater involvement. The ultimate measure of success will be in the amount of residents that are informed about programs and driven to participate. Coyne continues to create opportunities and partnerships, both locally and nationally, for The 100.

Raising the Bar for Civic Engagement

Issue: The 100 Black Men of New Jersey (The 100) called on Coyne to inform the public about the non-profit’s programs in mentoring, education, health and wellness and economic empowerment and drive community involvement. 

Idea: Coyne continues to generate awareness and community support by making The 100 Black Men of New Jersey’s initiatives part of the larger media conversation. From healthcare to leadership, Coyne created messaging that resonates with audiences and communities nationwide and still captures the interests of those local to the New Jersey area. Most recently, Coyne worked with The 100 to create greater interest in events, such as the “Cooking for Change” college scholarship fundraiser and the Youth Leadership Summit, held in concert with the U.S. Marine Corps. Well-crafted pitches, online and print calendar listings, and earned media placements were used together to weave 360 degree coverage - pre-event, onsite, and post-event. Additionally, Coyne pursues interview opportunities for the chapter president to solidify him as a voice for the African-American community. These opportunities also give a voice to the organization and allow the chapter’s core values and competencies to be recognized.

Impact: By inserting Coyne, The 100 Black Men has not only seen media coverage from the hyperlocal to the top-tier levels, but also a greater reach to the community, thus greater involvement. The ultimate measure of success will be in the amount of residents that are informed about programs and driven to participate. Coyne continues to create opportunities and partnerships, both locally and nationally, for The 100.

Harlem Globetrotters

Issue: The Harlem Globetrotters looked to Coyne PR to help them announce the team’s first-ever Puerto Rican-born basketball player in its 83-year-old history—Orlando “El Gato” Melendez.  The Globetrotters also challenged Coyne PR to garner media coverage in the New York City market in an effort to draw a larger Hispanic audience to the Madison Square Garden tour stop.

Idea: “El Gato” made his debut during the Harlem Globetrotters’ second annual “Return to Harlem” game in Harlem, NY. Coyne PR invited key Hispanic media outlets to attend and experience the Globetrotters’ magic. Additionally, Coyne PR worked with the Harlem Globetrotters PR department and “El Gato” to promote the New York City tour stop. “El Gato” traveled to New York in advance of the tour date and conducted a full day media tour with local Hispanic media outlets. 

Impact: The first-ever Puerto Rican-born player was a slam dunk with the media, national highlights include Associated Press “Names in the Game,” the number one Hispanic morning show, “Despierta America,” and appearances on Telemundo and American Latino TV.   “El Gato” was also featured in New York Post’s “Tempo” section and New York Daily News’ “Latino” section, as well as on NY1 Noticias.

Making Waves for First Puerto Rican-Born Harlem Globetrotter

Issue: The Harlem Globetrotters looked to Coyne PR to help them announce the team’s first-ever Puerto Rican-born basketball player in its 83-year-old history—Orlando “El Gato” Melendez.  The Globetrotters also challenged Coyne PR to garner media coverage in the New York City market in an effort to draw a larger Hispanic audience to the Madison Square Garden tour stop.

Idea: “El Gato” made his debut during the Harlem Globetrotters’ second annual “Return to Harlem” game in Harlem, NY. Coyne PR invited key Hispanic media outlets to attend and experience the Globetrotters’ magic. Additionally, Coyne PR worked with the Harlem Globetrotters PR department and “El Gato” to promote the New York City tour stop. “El Gato” traveled to New York in advance of the tour date and conducted a full day media tour with local Hispanic media outlets. 

Impact: The first-ever Puerto Rican-born player was a slam dunk with the media, national highlights include Associated Press “Names in the Game,” the number one Hispanic morning show, “Despierta America,” and appearances on Telemundo and American Latino TV.   “El Gato” was also featured in New York Post’s “Tempo” section and New York Daily News’ “Latino” section, as well as on NY1 Noticias.

Palmer's

Issue: Palmer’s, a trusted leader in skin care, sought to create buzz for its diverse hair care offerings, especially among ethnic and multicultural media.

Idea: Coyne PR took a multi-pronged approach, targeting outlets with creative mailers featuring new hair offerings from the brand, aligning with curlBOX, a monthly kit specifically targeted to ethnic and multicultural women interested in hair care and capitalizing on the brands involvement with the multicultural Bronner Brothers hair show in Atlanta.

Impact: Coyne’s outreach surrounding Palmer’s hair care lines has resulted in multiple placements in key ethnic media outlets including Hype Hair, Juicy, Essence, Today’s Black Woman and Real Health, to name a few. Our participation in the curlBOX subscription kits led to samples in the hands of 6,500 eager women along with placements in MSN Glo and Latina magazine. At the Bronner Brothers hair show media gravitated to the giveaways surrounding the show with hits on StyleBlazer.com, “Atlanta & Company” morning show and Examiner.com.

Raising Awareness for Palmer's Diverse Hair Care Offerings

Issue: Palmer’s, a trusted leader in skin care, sought to create buzz for its diverse hair care offerings, especially among ethnic and multicultural media.

Idea: Coyne PR took a multi-pronged approach, targeting outlets with creative mailers featuring new hair offerings from the brand, aligning with curlBOX, a monthly kit specifically targeted to ethnic and multicultural women interested in hair care and capitalizing on the brands involvement with the multicultural Bronner Brothers hair show in Atlanta.

Impact: Coyne’s outreach surrounding Palmer’s hair care lines has resulted in multiple placements in key ethnic media outlets including Hype Hair, Juicy, Essence, Today’s Black Woman and Real Health, to name a few. Our participation in the curlBOX subscription kits led to samples in the hands of 6,500 eager women along with placements in MSN Glo and Latina magazine. At the Bronner Brothers hair show media gravitated to the giveaways surrounding the show with hits on StyleBlazer.com, “Atlanta & Company” morning show and Examiner.com.

Shell Lubricants

Issue: In years past, Shell traditionally focused on English speaking consumers in North America, ignoring one of the fastest growing demographics in the country – the Hispanic market. Recognition of a previously untapped market would prove beneficial to Shell’s overall activity within the Hispanic marketplace and open a door to influence this consumer group through public relations.

Idea: Coyne PR structured a strategic partnership, which included Oscar De La Hoya’s Golden Boy Promotions and three-time NHRA champion Tony Pedregon. Highlights included an exclusive media technology day held at the Shell Research and Development facility, a day at the NHRA races hosted by Shell technical experts and champion driver Tony Pedregon, and an exclusive behind the scenes look at Shell’s sponsorship with Golden Boy Promotions boxing matches. 

Impact: The Shell Hispanic initiative generated media interviews and stories from top influential outlets such as DUB, Latino Perspectives, Lowrider, RIDES, Latinos on Wheels, impre Media and Automundo.  All stories positioned Shell as leaders and important influencers to the Hispanic audience with more than 160 stories and 6.3 million consumer impressions.

Hispanic Initiative

Issue: In years past, Shell traditionally focused on English speaking consumers in North America, ignoring one of the fastest growing demographics in the country – the Hispanic market. Recognition of a previously untapped market would prove beneficial to Shell’s overall activity within the Hispanic marketplace and open a door to influence this consumer group through public relations.

Idea: Coyne PR structured a strategic partnership, which included Oscar De La Hoya’s Golden Boy Promotions and three-time NHRA champion Tony Pedregon. Highlights included an exclusive media technology day held at the Shell Research and Development facility, a day at the NHRA races hosted by Shell technical experts and champion driver Tony Pedregon, and an exclusive behind the scenes look at Shell’s sponsorship with Golden Boy Promotions boxing matches. 

Impact: The Shell Hispanic initiative generated media interviews and stories from top influential outlets such as DUB, Latino Perspectives, Lowrider, RIDES, Latinos on Wheels, impre Media and Automundo.  All stories positioned Shell as leaders and important influencers to the Hispanic audience with more than 160 stories and 6.3 million consumer impressions.

Goodyear Tire & Rubber Company

Issue: Goodyear was challenged to fly their iconic Goodyear Blimp by a group calling themselves “The Good Day Blimp,” who started a charity campaign to commemorate Ice Cube’s 1992 hit song “It Was A Good Day” by crowdsourcing $25,000 for the Los Angeles-based youth charity A Place Called Home. The crowdsourcing campaign gained national attention when Ice Cube and Jimmy Fallon called Goodyear out to fulfill their end of the deal by flying the blimp while displaying lyrics from the song on Jan. 20.

Idea: With only four days to act, Coyne and Goodyear Communications mobilized its blimp staff, in-house corporate communications and agency resources from around the country to activate a social media proclamation and media event with the charity. Goodyear not only offered to fly the blimp on January 20th and provide rides for a group of kids from A Place Called Home, but also extended an invitation to Ice Cube via social media and said it would run “Ice Cube Says Today Is A Good Day” on the side of the blimp.

Impact: The “Good Day” Blimp initiative was an overwhelming success generating 76 stories, 3,411 social media mentions, and 59.9 million impressions, with national broadcast coverage including two segments on Late Night with Jimmy Fallon, with Jimmy saying on air, “Goodyear is awesome!,” as well as segments on TMZ, The Dan Patrick Show, and The Arsenio Hall Show, dozens of local broadcast affiliates across the country, as well as stories running in influential online outlets such as CNN.com, Buzzfeed, TMZ.com, The Huffington Post, USAToday.com, MSN Music, LATimes.com and FastCompany.com.

Goodyear Joins Ice Cube to Make it a Good Day

Issue: Goodyear was challenged to fly their iconic Goodyear Blimp by a group calling themselves “The Good Day Blimp,” who started a charity campaign to commemorate Ice Cube’s 1992 hit song “It Was A Good Day” by crowdsourcing $25,000 for the Los Angeles-based youth charity A Place Called Home. The crowdsourcing campaign gained national attention when Ice Cube and Jimmy Fallon called Goodyear out to fulfill their end of the deal by flying the blimp while displaying lyrics from the song on Jan. 20.

Idea: With only four days to act, Coyne and Goodyear Communications mobilized its blimp staff, in-house corporate communications and agency resources from around the country to activate a social media proclamation and media event with the charity. Goodyear not only offered to fly the blimp on January 20th and provide rides for a group of kids from A Place Called Home, but also extended an invitation to Ice Cube via social media and said it would run “Ice Cube Says Today Is A Good Day” on the side of the blimp.

Impact: The “Good Day” Blimp initiative was an overwhelming success generating 76 stories, 3,411 social media mentions, and 59.9 million impressions, with national broadcast coverage including two segments on Late Night with Jimmy Fallon, with Jimmy saying on air, “Goodyear is awesome!,” as well as segments on TMZ, The Dan Patrick Show, and The Arsenio Hall Show, dozens of local broadcast affiliates across the country, as well as stories running in influential online outlets such as CNN.com, Buzzfeed, TMZ.com, The Huffington Post, USAToday.com, MSN Music, LATimes.com and FastCompany.com.

Food Bank For New York City

Issue: To position themselves as a thought leader in nutrition education, Food Bank for New York City turned to Coyne PR to maximize media exposure and generate awareness of their CookShop for Teens ‘Change One Thing’ initiative.  It’s a social awareness and marketing campaign that aims to guide teens toward healthier choices without breaking their budget or completely changing their diet by simply changing one thing at a time.

Idea: Coyne PR organized a nutritional education summit in support of the Change One Thing initiative at Opportunity Charter School in New York City, where students took a pledge to live a healthier lifestyle, learn about proper diet and nutrition, and enjoy a healthy lunch. Keke Palmer, TV host and first African-American star of the Broadway show “Rodgers & Hammerstein’s Cinderella,” and Brook Lopez, NBA All-Star center for the Brooklyn Nets, surprised the students and discussed their journey with nutrition and how to make better and healthier choices.

Impact: The event was a huge success, with Coyne PR securing media coverage for Food Bank For New York City’s Change One Thing initiative in outlets including NY Post, Newsday, XM Satellite Radio, ESPN.Go.com, BET.com, Examiner.com, Sports 195, Essence.com, AllHipHop.com and Celebuzz.com among others, with pickup in many outlets in the international, sports, celebrity and nutrition space. 

Becoming a Thought Leader

Issue: To position themselves as a thought leader in nutrition education, Food Bank for New York City turned to Coyne PR to maximize media exposure and generate awareness of their CookShop for Teens ‘Change One Thing’ initiative.  It’s a social awareness and marketing campaign that aims to guide teens toward healthier choices without breaking their budget or completely changing their diet by simply changing one thing at a time.

Idea: Coyne PR organized a nutritional education summit in support of the Change One Thing initiative at Opportunity Charter School in New York City, where students took a pledge to live a healthier lifestyle, learn about proper diet and nutrition, and enjoy a healthy lunch. Keke Palmer, TV host and first African-American star of the Broadway show “Rodgers & Hammerstein’s Cinderella,” and Brook Lopez, NBA All-Star center for the Brooklyn Nets, surprised the students and discussed their journey with nutrition and how to make better and healthier choices.

Impact: The event was a huge success, with Coyne PR securing media coverage for Food Bank For New York City’s Change One Thing initiative in outlets including NY Post, Newsday, XM Satellite Radio, ESPN.Go.com, BET.com, Examiner.com, Sports 195, Essence.com, AllHipHop.com and Celebuzz.com among others, with pickup in many outlets in the international, sports, celebrity and nutrition space. 

Curls

Issue: Coyne was charged with putting the “bounce” back into start-up organic hair care line CURLS Hair Care, most notably for their new product, Cashmere Curls. 

Idea: The team onboarded popular celebrity hair stylist and CURLS fan Tippi Shorter and created “Tippi’s Tips.” Personalized mailers to industry elite such as hair stylists and on-air beauty experts, "Tippi's Tips" was a syndicated Valentine’s Day beauty segment and an African American co-op SMT tour that served to get the word out via Internet, print and broadcast mediums about “embracing your natural curl!”

Impact: Media helped spread the word that CURLS was the answer to stressed tresses! From rave reviews on online editions of Essence, Seventeen and PeopleEnEspanol magazines, to giveaways on iVillage.com and BeautyBlitz.com, the CURLS brand became amongst the most coveted ethnic hair care brands.

Turning Up the Volume

Issue: Coyne was charged with putting the “bounce” back into start-up organic hair care line CURLS Hair Care, most notably for their new product, Cashmere Curls. 

Idea: The team onboarded popular celebrity hair stylist and CURLS fan Tippi Shorter and created “Tippi’s Tips.” Personalized mailers to industry elite such as hair stylists and on-air beauty experts, "Tippi's Tips" was a syndicated Valentine’s Day beauty segment and an African American co-op SMT tour that served to get the word out via Internet, print and broadcast mediums about “embracing your natural curl!”

Impact: Media helped spread the word that CURLS was the answer to stressed tresses! From rave reviews on online editions of Essence, Seventeen and PeopleEnEspanol magazines, to giveaways on iVillage.com and BeautyBlitz.com, the CURLS brand became amongst the most coveted ethnic hair care brands.

United States Tennis Association

Issue: The United States Tennis Association (USTA), in launching the biggest youth tennis initiative in its history (the new play format QuickStart Tennis, for children under 10), looked to Coyne PR to maximize its outreach to the Hispanic audience to help grow the sport across all demographics.

Idea: Coyne and the USTA enlisted the services of former pro Mary Joe Fernandez—the fluently bilingual, Spanish and Cuban Olympic gold medal winner. Coyne and the USTA created a launch event from ESPN The Weekend in Orlando, pitting Fernandez and Martina Navratilova struggling to play on an oversized court with oversized equipment to accentuate the difficulty that children often have playing tennis (and why QuickStart’s scaled-to-size courts and equipment made sense in introducing the game to youngsters). As part of the event, Coyne produced a national b-roll package in both Spanish and English, with Fernandez offering background and sound bites in both languages.

Impact: While the USTA does not break down participation figures along demographic lines, overall tennis participation grew to 26.9 million players, an increase of more than 7% (25.1 million) from the previous year. Additionally, tennis racquet manufacturers reported a stunning 88% increase in shipments of youth racquets to retail during that same period, as well as a 16% increase in tennis ball shipments, which is a traditional market indicator determining whether the frequency and volume of play is rising.

Serving Up a Hispanic Youth Tennis Initiative

Issue: The United States Tennis Association (USTA), in launching the biggest youth tennis initiative in its history (the new play format QuickStart Tennis, for children under 10), looked to Coyne PR to maximize its outreach to the Hispanic audience to help grow the sport across all demographics.

Idea: Coyne and the USTA enlisted the services of former pro Mary Joe Fernandez—the fluently bilingual, Spanish and Cuban Olympic gold medal winner. Coyne and the USTA created a launch event from ESPN The Weekend in Orlando, pitting Fernandez and Martina Navratilova struggling to play on an oversized court with oversized equipment to accentuate the difficulty that children often have playing tennis (and why QuickStart’s scaled-to-size courts and equipment made sense in introducing the game to youngsters). As part of the event, Coyne produced a national b-roll package in both Spanish and English, with Fernandez offering background and sound bites in both languages.

Impact: While the USTA does not break down participation figures along demographic lines, overall tennis participation grew to 26.9 million players, an increase of more than 7% (25.1 million) from the previous year. Additionally, tennis racquet manufacturers reported a stunning 88% increase in shipments of youth racquets to retail during that same period, as well as a 16% increase in tennis ball shipments, which is a traditional market indicator determining whether the frequency and volume of play is rising.


client experience
  • 100 Black Men of NJ
  • AOL
  • Ball Up Street Ball
  • Curls
  • ESPN
  • Fox Latina America Channels
  • Grace Foods
  • Goodyear Tire & Rubber Company
  • The Harlem Globetrotters
  • Hip Hop Caucus
  • Humana
  • Hyatt
  • JBL
  • Intrawest
  • McDonald's
  • Palmers
  • Patch
  • Pepsi
  • Shell
  • The Harlem Globetrotters
  • Toll Brothers
  • Toyota
  • Universal Pictures Home Entertainment
  • USA Swimming Foundation
  • United States Tennis Association