Public Relations

Coyne is one of the most sought-after full-service integrated communications agencies, servicing an impressive collection of global brands. The agency consistently displays the knowledge and creativity that has made it one of the fastest-growing independent agencies. We’ve built our success on passion, creativity, strategy and client service.  When it comes to creative, we set a very high bar for ourselves and hold ourselves to that standard on the development of every campaign and every pitch.

One of the most critical brand challenges is leveraging strategic communications that impact target audiences in a meaningful and credible way. We build communications programs that resonate with your audience, spark interest, loyalty and advocacy. Our approach is smart, creative and result-driven. Whether creating a yearlong program or challenging us to create a traffic-stopping event tomorrow, we will deliver flawless, on-budget PR execution.

Daytona International Speedway

Issue: Daytona International Speedway (DIS) tasked Coyne with constructing a three-year narrative about its $400 million DAYTONA Rising redevelopment project, transforming DIS into the world’s first motorsports stadium.

Idea: Recognizing that hard hats/shovels would not suffice for the groundbreaking, Coyne created an actual race! The first/only DAYTONA Rising 500 was a competition featuring massive construction equipment in place of stock cars that provided winners with the opportunity to officially break ground. The event pitted pairings of current and former NASCAR drivers in a test of competitive driving skills. With the successful groundbreaking in its rearview mirror, Coyne drove interest in the project (until its completion in January 2016) by creating a steady conversation with existing motorsports fans/new fans and “incorporating” them into construction milestones.

Understanding the need to bring DAYTONA Rising to new places, Coyne held several FAM trips from 2014-2016 with high-profile technology, travel and business media to showcase the transformation, new fan-friendly experience, modern amenities and generate exposure for new naming rights partners such as Toyota, Florida Hospital, Chevrolet, Sunoco and Axalta.

Impact:  As the project crossed the finished line, Coyne generated more than one billion impressions, nearly 8,000 stories and more than $19 million in publicity value. DAYTONA Rising was featured in national media such as The New York Times, USA TODAY, Forbes, Sports Illustrated, CNNMoney, Popular Mechanics, “Fox & Friends,” Bloomberg and CNBC. The new motorsports stadium was also named Sports Facility of the Year as part of SportsBusiness Journal’s 2016 Sports Business Awards. Coyne helped DIS successfully usher in a new era while never losing sight of its storied past.

Reimagining An American Icon

Issue: Daytona International Speedway (DIS) tasked Coyne with constructing a three-year narrative about its $400 million DAYTONA Rising redevelopment project, transforming DIS into the world’s first motorsports stadium.

Idea: Recognizing that hard hats/shovels would not suffice for the groundbreaking, Coyne created an actual race! The first/only DAYTONA Rising 500 was a competition featuring massive construction equipment in place of stock cars that provided winners with the opportunity to officially break ground. The event pitted pairings of current and former NASCAR drivers in a test of competitive driving skills. With the successful groundbreaking in its rearview mirror, Coyne drove interest in the project (until its completion in January 2016) by creating a steady conversation with existing motorsports fans/new fans and “incorporating” them into construction milestones.

Understanding the need to bring DAYTONA Rising to new places, Coyne held several FAM trips from 2014-2016 with high-profile technology, travel and business media to showcase the transformation, new fan-friendly experience, modern amenities and generate exposure for new naming rights partners such as Toyota, Florida Hospital, Chevrolet, Sunoco and Axalta.

Impact:  As the project crossed the finished line, Coyne generated more than one billion impressions, nearly 8,000 stories and more than $19 million in publicity value. DAYTONA Rising was featured in national media such as The New York Times, USA TODAY, Forbes, Sports Illustrated, CNNMoney, Popular Mechanics, “Fox & Friends,” Bloomberg and CNBC. The new motorsports stadium was also named Sports Facility of the Year as part of SportsBusiness Journal’s 2016 Sports Business Awards. Coyne helped DIS successfully usher in a new era while never losing sight of its storied past.

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.

Walt Disney World

Issue: Walt Disney World turned to Coyne PR to develop a strategic campaign that would accentuate the positive aspects of its new ticket plan, while diverting from the negative – the largest single-day ticket price increase since 1989.

Idea: Coyne PR delivered a controlled messaged on announcement day with an eye catching media moment to yield coverage in key travel outlets during key booking season. A professional card-stacker was enlisted to build a Guinness World Record replica of the Cinderella Castle made entirely of Walt Disney World park tickets in conjunction with the new ticket plan.

Impact: An advance print exclusive with the Associated Press led the nationwide, balanced story/announcement. More than 1,000 radio and television segments reached an audience of nearly 40 million while 123 print articles resulted in more than 82 million views. 

Magic Your Way

Issue: Walt Disney World turned to Coyne PR to develop a strategic campaign that would accentuate the positive aspects of its new ticket plan, while diverting from the negative – the largest single-day ticket price increase since 1989.

Idea: Coyne PR delivered a controlled messaged on announcement day with an eye catching media moment to yield coverage in key travel outlets during key booking season. A professional card-stacker was enlisted to build a Guinness World Record replica of the Cinderella Castle made entirely of Walt Disney World park tickets in conjunction with the new ticket plan.

Impact: An advance print exclusive with the Associated Press led the nationwide, balanced story/announcement. More than 1,000 radio and television segments reached an audience of nearly 40 million while 123 print articles resulted in more than 82 million views. 

Christopher and Dana Reeve Foundation

Issue: The CDRF charged Coyne PR with generating widespread media coverage for a new study that supports their mission to cure spinal cord injuries. The research, which was published in the April 8th issue of medical journal Brain, found that four young men who have been paralyzed for years, achieved groundbreaking progress – moving their legs – as a result of epidural electrical stimulation of the spinal cord. The epidural stimulation process mimics signals the brain normally transmits to initiate movement and re-engages the spinal cord with its neural network to control and direct muscle movements.

Idea: Working with researchers at the University of Louisville, UCLA, National Institutes of Health and the Pavlov Institute of Physiology, Coyne PR executed a campaign that not only generated international media, but also provided hope to the nearly six million people living with paralysis.

Impact: Coverage highlights to date include: front page of USA Today, the Associated Press, Reuters, The Wall Street Journal, LA Times, TODAY, CNN, World News Tonight, NCB Nightly News, CBS Evening News, NPR, Time Magazine, HealthDay, MedPage Today, WebMD, Mashable, PSFK, AOL.com, New Scientist; international press such as BBC, The Daily Mail and La Monde, a French newspaper; stories featured on the homepage of leading sites including MSN, Google News, CNN, Yahoo! News and MedPage Today; and extensive social media pick-up, including USA Today’s Facebook post on the study being shared more than 1,000 times! As a result of the extensive media, the University of Louisville was flooded with inquiries from those living with paralysis on how they, too, could receive epidural stimulation, and the number of visitors to the Reeve Foundation’s website, ChristopherReeve.org, more than doubled on the day of the launch.

Sparking a Movement for Paralysis

Issue: The CDRF charged Coyne PR with generating widespread media coverage for a new study that supports their mission to cure spinal cord injuries. The research, which was published in the April 8th issue of medical journal Brain, found that four young men who have been paralyzed for years, achieved groundbreaking progress – moving their legs – as a result of epidural electrical stimulation of the spinal cord. The epidural stimulation process mimics signals the brain normally transmits to initiate movement and re-engages the spinal cord with its neural network to control and direct muscle movements.

Idea: Working with researchers at the University of Louisville, UCLA, National Institutes of Health and the Pavlov Institute of Physiology, Coyne PR executed a campaign that not only generated international media, but also provided hope to the nearly six million people living with paralysis.

Impact: Coverage highlights to date include: front page of USA Today, the Associated Press, Reuters, The Wall Street Journal, LA Times, TODAY, CNN, World News Tonight, NCB Nightly News, CBS Evening News, NPR, Time Magazine, HealthDay, MedPage Today, WebMD, Mashable, PSFK, AOL.com, New Scientist; international press such as BBC, The Daily Mail and La Monde, a French newspaper; stories featured on the homepage of leading sites including MSN, Google News, CNN, Yahoo! News and MedPage Today; and extensive social media pick-up, including USA Today’s Facebook post on the study being shared more than 1,000 times! As a result of the extensive media, the University of Louisville was flooded with inquiries from those living with paralysis on how they, too, could receive epidural stimulation, and the number of visitors to the Reeve Foundation’s website, ChristopherReeve.org, more than doubled on the day of the launch.

Pennzoil

Issue: The motor oil category is a crowded, competitive space that is hard to differentiate within. Consumers often fall into a habit of commoditizing the category because of the inability to create brand and product separation. On the verge of launching a truly revolutionary motor oil, Pennzoil Platinum with PurePlus Technology, Coyne looked to reach a new audience by making a huge splash with an unexpected audience that would drive credibility in Pennzoil as a technologically advanced organization with cutting-edge products.

Idea: There is no event more synonymous with thought leadership, technology and innovation, than SXSW. Coyne targeted this event to elevate the product and its technology through a one-of-a-kind event to engage influencers and consumers that the Pennzoil brand has never connected with before. To capture the attention of the highly connected SXSW audience, Pennzoil partnered with Nintendo and recreated a racing property with a cult following – Mario Kart. Mario Karting Reimagined actually put SXSW attendees behind the wheel of a super-powered, co-branded Pennzoil/Mario Kart go-kart. For drivers to gain an edge during the on-track experience, participants had to collect Pennzoil Complete Protection icons which tied the activation directly back to product messaging; an unexpected activation to communicate the product technology and innovation. Key to activation onsite at SXSW was an idea that generated buzz with endemic national press to facilitate the brand’s transition to a more technologically-savvy space.

Impact: Participants walked away with a personal link to their Mario Karting Reimagined experience for sharing on social media, offering a helmet camera view and driving thousands of shares and likes with brand messaging built into each video. Coyne arranged for 100+ media to participate and generated one billion impressions, helping Pennzoil achieve more than a 40 percent lift in sales year-over-year in a low interest, declining category.

Breaking New Ground at SXSW!

Issue: The motor oil category is a crowded, competitive space that is hard to differentiate within. Consumers often fall into a habit of commoditizing the category because of the inability to create brand and product separation. On the verge of launching a truly revolutionary motor oil, Pennzoil Platinum with PurePlus Technology, Coyne looked to reach a new audience by making a huge splash with an unexpected audience that would drive credibility in Pennzoil as a technologically advanced organization with cutting-edge products.

Idea: There is no event more synonymous with thought leadership, technology and innovation, than SXSW. Coyne targeted this event to elevate the product and its technology through a one-of-a-kind event to engage influencers and consumers that the Pennzoil brand has never connected with before. To capture the attention of the highly connected SXSW audience, Pennzoil partnered with Nintendo and recreated a racing property with a cult following – Mario Kart. Mario Karting Reimagined actually put SXSW attendees behind the wheel of a super-powered, co-branded Pennzoil/Mario Kart go-kart. For drivers to gain an edge during the on-track experience, participants had to collect Pennzoil Complete Protection icons which tied the activation directly back to product messaging; an unexpected activation to communicate the product technology and innovation. Key to activation onsite at SXSW was an idea that generated buzz with endemic national press to facilitate the brand’s transition to a more technologically-savvy space.

Impact: Participants walked away with a personal link to their Mario Karting Reimagined experience for sharing on social media, offering a helmet camera view and driving thousands of shares and likes with brand messaging built into each video. Coyne arranged for 100+ media to participate and generated one billion impressions, helping Pennzoil achieve more than a 40 percent lift in sales year-over-year in a low interest, declining category.

Bimbo Bakeries

Issue: In a category that has been feeling the heat of fad diet trends for years - from Atkins to gluten-free - Bimbo Bakeries USA (parent company of Arnold, Brownberry, and Oroweat brands) wanted a campaign that focused attention on the goodness of whole grains and called upon Coyne to lead the charge.

Idea: With the sandwich leading the way as the number one usage for sliced bread, Coyne PR developed an integrated communications campaign that included digital, PR, social and in-store support with the sandwich and whole grains nutrition at its core by ‘Celebrating America’s Better Sandwiches.’

Impact: Coyne employed a sandwich board of experts including celebrity chefs and registered dieticians to drive consumer engagement by not only communicating the benefits of whole grains found in Arnold, Brownberry and Oroweat breads, but by driving them to purchase the product to create better sandwiches of their own.  In year one, the campaign generated nearly 500 million media impressions and was so successful, the campaign is currently in its second year and will be even bigger as we look to culminate on National Sandwich Day (November 3). 

America's Better Sandwich

Issue: In a category that has been feeling the heat of fad diet trends for years - from Atkins to gluten-free - Bimbo Bakeries USA (parent company of Arnold, Brownberry, and Oroweat brands) wanted a campaign that focused attention on the goodness of whole grains and called upon Coyne to lead the charge.

Idea: With the sandwich leading the way as the number one usage for sliced bread, Coyne PR developed an integrated communications campaign that included digital, PR, social and in-store support with the sandwich and whole grains nutrition at its core by ‘Celebrating America’s Better Sandwiches.’

Impact: Coyne employed a sandwich board of experts including celebrity chefs and registered dieticians to drive consumer engagement by not only communicating the benefits of whole grains found in Arnold, Brownberry and Oroweat breads, but by driving them to purchase the product to create better sandwiches of their own.  In year one, the campaign generated nearly 500 million media impressions and was so successful, the campaign is currently in its second year and will be even bigger as we look to culminate on National Sandwich Day (November 3). 

Hasbro

Issue: Hasbro brought Coyne PR on board to generate nationwide awareness for Candy Land’s 60th birthday.

Idea: The curves of Lombard Street in San Francisco turned out to be the perfect match for a transformation into the magical Candy Land path. Area children were divided into four teams to represent the game pieces and oversized cards dictated the moves along the colored path, which was nearly 30,000 times the size of the actual board.

Impact: Candy Land’s 60th Birthday became a national hit with nearly 800 broadcast placements, the 8th most searched term on Yahoo’s homepage and Yahoo’s most e-mailed photo of the month.

A Sweet Celebration for Candy Land's 60th Birthday!

Issue: Hasbro brought Coyne PR on board to generate nationwide awareness for Candy Land’s 60th birthday.

Idea: The curves of Lombard Street in San Francisco turned out to be the perfect match for a transformation into the magical Candy Land path. Area children were divided into four teams to represent the game pieces and oversized cards dictated the moves along the colored path, which was nearly 30,000 times the size of the actual board.

Impact: Candy Land’s 60th Birthday became a national hit with nearly 800 broadcast placements, the 8th most searched term on Yahoo’s homepage and Yahoo’s most e-mailed photo of the month.

Red Robin Gourmet Burgers

Issue: Red Robin challenged Coyne to make waves for the launch of its new Wild Pacific Crab Cake Burger, which launched at the beginning of Lent. While competitors were spending millions advertising their non-meat offerings during Lent, Red Robin needed public relations to drive awareness of the Wild Pacific Crab Cake Burger. 

Idea:  With Red Robin stocks at an all-time high, and investors keeping a keen eye on the company, it was imperative to launch the burger in a way that kept with the fun, playful spirit of the brand.  An offer was made to Pope Francis that if he dined at any Red Robin location during the Lenten season, everyone in America would receive a free Wild Pacific Crab Cake Burger every Friday up until Good Friday.  Consumers were urged to join in by tweeted the Pope using #ropeinthepope.

Impact: The restaurant industry is a sea of sameness during Lent, but Red Robin was able to capture media attention for a crab cake burger that wasn’t all that different from competitor offerings.  Outlets such as USA Today, Fox & Friends, ABCNews.com, Huffington Post and Entrepreneur covered the burger in stand-alone pieces, breaking out of just the seasonal round ups. 

Roping in the Pope for Lent Promotion

Issue: Red Robin challenged Coyne to make waves for the launch of its new Wild Pacific Crab Cake Burger, which launched at the beginning of Lent. While competitors were spending millions advertising their non-meat offerings during Lent, Red Robin needed public relations to drive awareness of the Wild Pacific Crab Cake Burger. 

Idea:  With Red Robin stocks at an all-time high, and investors keeping a keen eye on the company, it was imperative to launch the burger in a way that kept with the fun, playful spirit of the brand.  An offer was made to Pope Francis that if he dined at any Red Robin location during the Lenten season, everyone in America would receive a free Wild Pacific Crab Cake Burger every Friday up until Good Friday.  Consumers were urged to join in by tweeted the Pope using #ropeinthepope.

Impact: The restaurant industry is a sea of sameness during Lent, but Red Robin was able to capture media attention for a crab cake burger that wasn’t all that different from competitor offerings.  Outlets such as USA Today, Fox & Friends, ABCNews.com, Huffington Post and Entrepreneur covered the burger in stand-alone pieces, breaking out of just the seasonal round ups. 

PEEPS

Issue:  PEEPS® charged Coyne PR with the task of making a sweet PR impact and one that was bigger than ever before during their largest selling season.

Idea: Coyne PR capitalized on the iconic nature of the notable marshmallow treats by employing a multi-phased outreach campaign. The PR team went far and wide with its efforts, which included promoting new product flavors; PEEPS® brand fun facts, share information on exciting partnerships and introducing new recipes and crafts incorporating PEEPS®.  The team conducted widespread outreach to national and local media contacts, online influencers, long-lead and short-lead media and top food and mommy bloggers. Additionally, targeted mailers with customized pitches and personalized PEEPS® crafts were created to demonstrate the fun and quirky nature of the brand and show how consumers could express their PEEPSONALITY® during the Easter season.

Impact:  In just a 12 week span, Coyne’s efforts ultimately had a “sweet” reward, generating more than 2,500 stories and 41.3 billion media impressions for the PEEPS® Brand including two USA Today pieces, seven “Today Show” segments, two “Good Morning America” segments and additional coverage in Bloomberg Business Week, Woman’s Day, SheKnows.com, Good Housekeeping, Relish.com, Yahoo.com, Parade.com and PopSugar.com, just to name a few. Additionally Coyne PR was able to exceed the previous year’s media impressions by 84 percent.

PEEP’ing Out Easter Season

Issue:  PEEPS® charged Coyne PR with the task of making a sweet PR impact and one that was bigger than ever before during their largest selling season.

Idea: Coyne PR capitalized on the iconic nature of the notable marshmallow treats by employing a multi-phased outreach campaign. The PR team went far and wide with its efforts, which included promoting new product flavors; PEEPS® brand fun facts, share information on exciting partnerships and introducing new recipes and crafts incorporating PEEPS®.  The team conducted widespread outreach to national and local media contacts, online influencers, long-lead and short-lead media and top food and mommy bloggers. Additionally, targeted mailers with customized pitches and personalized PEEPS® crafts were created to demonstrate the fun and quirky nature of the brand and show how consumers could express their PEEPSONALITY® during the Easter season.

Impact:  In just a 12 week span, Coyne’s efforts ultimately had a “sweet” reward, generating more than 2,500 stories and 41.3 billion media impressions for the PEEPS® Brand including two USA Today pieces, seven “Today Show” segments, two “Good Morning America” segments and additional coverage in Bloomberg Business Week, Woman’s Day, SheKnows.com, Good Housekeeping, Relish.com, Yahoo.com, Parade.com and PopSugar.com, just to name a few. Additionally Coyne PR was able to exceed the previous year’s media impressions by 84 percent.

Meow Mix Cat Food

Issue: Meow Mix asked Coyne PR to help reintroduce the world to the iconic Meow Mix jingle, which was returning to television after a 16-year hiatus.  

Idea: An entire generation has grown up without hearing the famed “meow, meow, meow, meow” lyrics, so to make a splash, Coyne PR turned to pop culture for its inspiration.  The Voice’s CeeLo Green and his Persian cat Purrfect signed on to remix the new jingle and help raise money for cats in need along the way.

Impact: In just the first four days, the campaign generated more than 190 million media impressions, with highlights including Access Hollywood, Associated Press, Yahoo! Music, MSN Entertainment, “Today Show” ‘Animal Tracks’ blog, and was featured on the season finale of The Voice.  The remix was downloaded more than 10,000 times in less than a week.

A Purr-fect Fit with CeeLo Green

Issue: Meow Mix asked Coyne PR to help reintroduce the world to the iconic Meow Mix jingle, which was returning to television after a 16-year hiatus.  

Idea: An entire generation has grown up without hearing the famed “meow, meow, meow, meow” lyrics, so to make a splash, Coyne PR turned to pop culture for its inspiration.  The Voice’s CeeLo Green and his Persian cat Purrfect signed on to remix the new jingle and help raise money for cats in need along the way.

Impact: In just the first four days, the campaign generated more than 190 million media impressions, with highlights including Access Hollywood, Associated Press, Yahoo! Music, MSN Entertainment, “Today Show” ‘Animal Tracks’ blog, and was featured on the season finale of The Voice.  The remix was downloaded more than 10,000 times in less than a week.

South African Tourism Board

Issue: South African Tourism challenged Coyne PR to help diversify its offerings to go beyond its iconic safari. 

Idea:  Coyne created a ground-breaking campaign, What’s Your BIG 5?; a 360-degree platform that aims to increase awareness of the South Africa’s offerings and travel to the destination. Coyne PR orchestrated and brokered a broadcast partnership with the NBC hit series, “All-Star Celebrity Apprentice,” where they worked directly with the creative team to develop an all-encompassing episode to showcase South Africa and its kaleidoscope of experiences to American audiences. In an effort to promote South African Tourism’s partnership with the franchise, Coyne PR invited contestant, Marilu Henner to discover her personal “BIG 5” first-hand in South Africa.

Impact: South African Tourism’s “All-Star Celebrity Apprentice” episode aired on Sunday, April 21, 2013 to an audience of nearly 5 million viewers, sparking positive conversations about South Africa and the What’s Your BIG 5? campaign on various social media channels generating feature stories in influential travel media outlets, including Travel Weekly, TravelPulse, Travel Agent Central, Elite Traveler and Incentive Magazine.

Unveils Landmark Campaign on All-Star Celebrity Apprentice

Issue: South African Tourism challenged Coyne PR to help diversify its offerings to go beyond its iconic safari. 

Idea:  Coyne created a ground-breaking campaign, What’s Your BIG 5?; a 360-degree platform that aims to increase awareness of the South Africa’s offerings and travel to the destination. Coyne PR orchestrated and brokered a broadcast partnership with the NBC hit series, “All-Star Celebrity Apprentice,” where they worked directly with the creative team to develop an all-encompassing episode to showcase South Africa and its kaleidoscope of experiences to American audiences. In an effort to promote South African Tourism’s partnership with the franchise, Coyne PR invited contestant, Marilu Henner to discover her personal “BIG 5” first-hand in South Africa.

Impact: South African Tourism’s “All-Star Celebrity Apprentice” episode aired on Sunday, April 21, 2013 to an audience of nearly 5 million viewers, sparking positive conversations about South Africa and the What’s Your BIG 5? campaign on various social media channels generating feature stories in influential travel media outlets, including Travel Weekly, TravelPulse, Travel Agent Central, Elite Traveler and Incentive Magazine.

Humana

Issue: Again, Humana turned to Coyne to generate another successful campaign for the 2012 Freewheelin event at the Republic and Democratic Conventions.

Idea: This time Freewheelin would re-invent itself into a nine-person, people-powered pedal bus – or “bus-cycle.” Twenty buses would be provided to each city – Tampa for the Republican National Convention (RNC) and Charlotte for the Democratic National Convention (DNC) – for free use by convention-goers during the convention weeks. Approximately three weeks prior to the conventions, Coyne arranged for a press conference in each host city to announce the arrival of Freewheelin. Lastly, Coyne and Humana each sent their in-house PR delegations to both the RNC and DNC to manage the events themselves, focusing outreach efforts on engaging with some of the 15,000 credentialed media on the conventions’ grounds. Social media was critical to the campaign, from Facebook to Twitter, from Flickr to Foursquare – all complemented by the production of short videos to showcase the Freewheelin experience on YouTube.

Impact: Freewheelin was a huge hit, garnering over 124 million media impressions. Social media hit big too, with 546 tweets, nearly 400 Facebook posts and the production and posting of seven videos to the Freewheelin YouTube page. Further testament to the program’s success, Freewheelers collectively took 2,583 rides – totaling 1,849 miles – or, the approximate distance between Tampa and Charlotte…three times over!

Pedaling Toward Better Health

Issue: Again, Humana turned to Coyne to generate another successful campaign for the 2012 Freewheelin event at the Republic and Democratic Conventions.

Idea: This time Freewheelin would re-invent itself into a nine-person, people-powered pedal bus – or “bus-cycle.” Twenty buses would be provided to each city – Tampa for the Republican National Convention (RNC) and Charlotte for the Democratic National Convention (DNC) – for free use by convention-goers during the convention weeks. Approximately three weeks prior to the conventions, Coyne arranged for a press conference in each host city to announce the arrival of Freewheelin. Lastly, Coyne and Humana each sent their in-house PR delegations to both the RNC and DNC to manage the events themselves, focusing outreach efforts on engaging with some of the 15,000 credentialed media on the conventions’ grounds. Social media was critical to the campaign, from Facebook to Twitter, from Flickr to Foursquare – all complemented by the production of short videos to showcase the Freewheelin experience on YouTube.

Impact: Freewheelin was a huge hit, garnering over 124 million media impressions. Social media hit big too, with 546 tweets, nearly 400 Facebook posts and the production and posting of seven videos to the Freewheelin YouTube page. Further testament to the program’s success, Freewheelers collectively took 2,583 rides – totaling 1,849 miles – or, the approximate distance between Tampa and Charlotte…three times over!

The Hershey Company

Issue: The Hershey Company turned to Coyne PR to create a consumer and influencer engagement strategy to support the iconic company’s commitment to consumer health and wellness, and support what research was already saying - that chocolate can be part of a healthy, balanced diet. The campaign – called Moderation Nation – sought to educate consumers that moderation, not deprivation, is the key to a balanced lifestyle.

Idea: Coyne PR crafted a strategic partnership with the American Council on Exercise (ACE) to get America on their feet and enjoying physical activity in a fun way – through dance. The campaign’s spokesperson, Nancy O’Dell of Entertainment Tonight, kicked off with a national event in Hershey, PA where hundreds of residents put on their dancing shoes

Impact: The campaign generated more than 1500 stories resulting in nearly 300 million media impressions between the months of April and August, including placements in major national outlets, including USA Today, Associated Press, Sports Illustrated, Fox & Friends, as well as broadcast and print stories in every local HTFG market where Moderation Nation events occurred.  

Making a Case for Moderation

Issue: The Hershey Company turned to Coyne PR to create a consumer and influencer engagement strategy to support the iconic company’s commitment to consumer health and wellness, and support what research was already saying - that chocolate can be part of a healthy, balanced diet. The campaign – called Moderation Nation – sought to educate consumers that moderation, not deprivation, is the key to a balanced lifestyle.

Idea: Coyne PR crafted a strategic partnership with the American Council on Exercise (ACE) to get America on their feet and enjoying physical activity in a fun way – through dance. The campaign’s spokesperson, Nancy O’Dell of Entertainment Tonight, kicked off with a national event in Hershey, PA where hundreds of residents put on their dancing shoes

Impact: The campaign generated more than 1500 stories resulting in nearly 300 million media impressions between the months of April and August, including placements in major national outlets, including USA Today, Associated Press, Sports Illustrated, Fox & Friends, as well as broadcast and print stories in every local HTFG market where Moderation Nation events occurred.  

Pillsbury Bake-Off

Issue: Coyne PR was asked to whip up extensive national and local market media coverage for the prestigious Pillsbury Bake-Off® Contest.
 
Idea: Coyne PR worked closely with the 100 finalists from across the country to develop local market interest stories and customized pitches in order to provide a hook for both print and broadcast media.
 
Impact:
The results were fully baked with 9,000 stories and nearly 735 million media impressions were garnered.   Notable coverage included USA Today, Woman’s World, Yahoo! News, MSNBC, People.com, CNN Eatocracy and NBC Nightly News.

Whipping Up Results for the 45th Pillsbury Bake-Off Contest

Issue: Coyne PR was asked to whip up extensive national and local market media coverage for the prestigious Pillsbury Bake-Off® Contest.
 
Idea: Coyne PR worked closely with the 100 finalists from across the country to develop local market interest stories and customized pitches in order to provide a hook for both print and broadcast media.
 
Impact:
The results were fully baked with 9,000 stories and nearly 735 million media impressions were garnered.   Notable coverage included USA Today, Woman’s World, Yahoo! News, MSNBC, People.com, CNN Eatocracy and NBC Nightly News.

The Harlem Globetrotters

Issue: The world’s most famous team, the Harlem Globetrotters, teamed up with Coyne PR to help them increase their brand awareness as well as position the team as a leader in “Family Friendly Entertainment.”

Idea: To help the Globetrotters reestablish their identity as one of America’s most enduring family entertainment shows, Coyne PR and the Harlem Globetrotters helped boost awareness and reestablish the team as a pop culture icon by launching their first-ever online video games, playing hoops on the roof of Philadelphia’s legendary Spectrum and creating their own Presidential “Inaugural Balls,” drumming up Olympic buzz by "drafting" a high jumper, dropping in on the Basketball Hall of Fame - literally with mascot "Globie" parachuting down to an event, and even launching the very first basketball into space, Coyne PR has taken the Harlem Globetrotters EVERYWHERE.

Impact: Coverage for the Globetrotters was a slam-dunk for Coyne PR, securing more than one billion media impressions in one year. By the end of the first season alone, the team at Coyne PR helped to generate record-breaking box office revenue, not to mention over 6,583 stories, $21 million dollars in publicity value and an 84 percent increase in web traffic. 

Slam Dunk for the Harlem Globetrotters

Issue: The world’s most famous team, the Harlem Globetrotters, teamed up with Coyne PR to help them increase their brand awareness as well as position the team as a leader in “Family Friendly Entertainment.”

Idea: To help the Globetrotters reestablish their identity as one of America’s most enduring family entertainment shows, Coyne PR and the Harlem Globetrotters helped boost awareness and reestablish the team as a pop culture icon by launching their first-ever online video games, playing hoops on the roof of Philadelphia’s legendary Spectrum and creating their own Presidential “Inaugural Balls,” drumming up Olympic buzz by "drafting" a high jumper, dropping in on the Basketball Hall of Fame - literally with mascot "Globie" parachuting down to an event, and even launching the very first basketball into space, Coyne PR has taken the Harlem Globetrotters EVERYWHERE.

Impact: Coverage for the Globetrotters was a slam-dunk for Coyne PR, securing more than one billion media impressions in one year. By the end of the first season alone, the team at Coyne PR helped to generate record-breaking box office revenue, not to mention over 6,583 stories, $21 million dollars in publicity value and an 84 percent increase in web traffic. 

Hard Rock International

Issue: Each year, Coyne PR is charged with generating global exposure for Hard Rock Calling, an outdoor concert festival in London and one of the U.K.’s most anticipated music events, featuring more than 50 top acts on three stages. 

Idea: Coyne PR works closely with Hard Rock to leverage its relationships with the festival’s top musicians, including Bruce Springsteen, The Killers, Eric Clapton, John Mayer, Sheryl Crow, Pearl Jam, Stevie Wonder, Sir Paul McCartney, The Who and more, in an effort to generate music, entertainment and celebrity media exposure. Coyne also maximizes appearances by various celebrities at the concert festival, snapping photos when possible and feeding celebrity tidbits to entertainment media throughout the weekend.

Impact: Media highlights include multiple broadcast segments on MTV channels in the U.S. and U.K.; a cover photo in Pollstar Magazine; more than 100 photos posted on the Associated Press newswire, and several features in national media outlets, such as Bloomberg Television, USA Today Online, New York Daily News, Us Weekly, OK! Magazine and more.  The results are fit for a rock star, totaling more than 1 billion media impressions for Hard Rock Calling each year.

Hard Rock Calling

Issue: Each year, Coyne PR is charged with generating global exposure for Hard Rock Calling, an outdoor concert festival in London and one of the U.K.’s most anticipated music events, featuring more than 50 top acts on three stages. 

Idea: Coyne PR works closely with Hard Rock to leverage its relationships with the festival’s top musicians, including Bruce Springsteen, The Killers, Eric Clapton, John Mayer, Sheryl Crow, Pearl Jam, Stevie Wonder, Sir Paul McCartney, The Who and more, in an effort to generate music, entertainment and celebrity media exposure. Coyne also maximizes appearances by various celebrities at the concert festival, snapping photos when possible and feeding celebrity tidbits to entertainment media throughout the weekend.

Impact: Media highlights include multiple broadcast segments on MTV channels in the U.S. and U.K.; a cover photo in Pollstar Magazine; more than 100 photos posted on the Associated Press newswire, and several features in national media outlets, such as Bloomberg Television, USA Today Online, New York Daily News, Us Weekly, OK! Magazine and more.  The results are fit for a rock star, totaling more than 1 billion media impressions for Hard Rock Calling each year.

BabyCenter

Issue: BabyCenter challenges Coyne Public Relations to generate widespread media attention for their annual Baby Names campaign, delivering results that shatter impression numbers year over year.

Idea: To consistently deliver top-tier results, the Coyne PR team executes a multi-phased media campaign that includes an exclusive reveal with a top national morning show (e.g. “Today”), national newspaper (“USA Today”) and online partner (“Yahoo”) followed by aggressive outreach to key national and local print and broadcast outlets, websites and radio stations in order to create a snowballing effect. 

Impact: To date, Coyne PR has generated well over 700 million impressions, with an average of 230 million per year, for the Baby Names campaign, the biggest coup being a 50 percent increase in site traffic on launch day.

Baby Names

Issue: BabyCenter challenges Coyne Public Relations to generate widespread media attention for their annual Baby Names campaign, delivering results that shatter impression numbers year over year.

Idea: To consistently deliver top-tier results, the Coyne PR team executes a multi-phased media campaign that includes an exclusive reveal with a top national morning show (e.g. “Today”), national newspaper (“USA Today”) and online partner (“Yahoo”) followed by aggressive outreach to key national and local print and broadcast outlets, websites and radio stations in order to create a snowballing effect. 

Impact: To date, Coyne PR has generated well over 700 million impressions, with an average of 230 million per year, for the Baby Names campaign, the biggest coup being a 50 percent increase in site traffic on launch day.

Snausages

Issue: After several quarters of decline, retailers threatened to pull the Snausages brand off shelves without immediate marketing support. The brand looked to Coyne to keep the brand relevant until it was re-launched with new positioning. With the competition having recently launched a national broadcast advertising campaign, continued support of the brand became critical to demonstrating to customers that Del Monte is committed to the Snausages brand.

Idea: To keep Snausages top-of-mind with consumers and capture share-of-voice from the compawtition, Coyne took the opportunity to leverage the media’s interest in the annual Iditarod Trail Sled Dog Race in Alaska and created the first ever “Snausages Man Sled Race” in Anchorage. Snausages, a brand known for its fun and playful personality, turned the Iditarod tradition on its “tail” by having humans and dogs switch roles for a good cause. In this race, the dogs barked the shots from the musher’s seat, while the humans pulled the sleds in a race across 75-yards of frozen lake to benefit local pet-related charities. The race was designed to highlight the special furiendship shared between dog and pet parent.

Impact: With a considerably smaller investment than that of a national advertising campaign and only three weeks turnaround, the Snausages Man Sled Race gained more than 1,400 stories, resulting in nearly 40 million media impressions. Key top-tier, national broadcast placements include “FOX & Friends,” “Wake Up With Al” on The Weather Channel and “First Take” on ESPN2. Additional broadcast highlights include placements in five of the top ten media markets, including New York, Los Angeles, Chicago, Philadelphia and San Francisco. Most importantly, the event showed Del Monte’s commitment to the brand and helped Snausages retain 100 percent distribution.

Turning Tradition on its Tail

Issue: After several quarters of decline, retailers threatened to pull the Snausages brand off shelves without immediate marketing support. The brand looked to Coyne to keep the brand relevant until it was re-launched with new positioning. With the competition having recently launched a national broadcast advertising campaign, continued support of the brand became critical to demonstrating to customers that Del Monte is committed to the Snausages brand.

Idea: To keep Snausages top-of-mind with consumers and capture share-of-voice from the compawtition, Coyne took the opportunity to leverage the media’s interest in the annual Iditarod Trail Sled Dog Race in Alaska and created the first ever “Snausages Man Sled Race” in Anchorage. Snausages, a brand known for its fun and playful personality, turned the Iditarod tradition on its “tail” by having humans and dogs switch roles for a good cause. In this race, the dogs barked the shots from the musher’s seat, while the humans pulled the sleds in a race across 75-yards of frozen lake to benefit local pet-related charities. The race was designed to highlight the special furiendship shared between dog and pet parent.

Impact: With a considerably smaller investment than that of a national advertising campaign and only three weeks turnaround, the Snausages Man Sled Race gained more than 1,400 stories, resulting in nearly 40 million media impressions. Key top-tier, national broadcast placements include “FOX & Friends,” “Wake Up With Al” on The Weather Channel and “First Take” on ESPN2. Additional broadcast highlights include placements in five of the top ten media markets, including New York, Los Angeles, Chicago, Philadelphia and San Francisco. Most importantly, the event showed Del Monte’s commitment to the brand and helped Snausages retain 100 percent distribution.

Community FoodBank of New Jersey

Issue: The Community FoodBank of New Jersey (CFBNJ), the state’s largest food bank, experienced nearly a 30 percent increase in demand for food, but a major decrease in food and financial donations, the CFBNJ was running on fumes.  The food bank turned to Coyne PR to help them raise awareness of the severity of the situation and motivate individuals to donate.

Idea: As supporter of the CFBNJ for over two decades, Bruce Springsteen agreed to lend his image for an ad campaign developed by Coyne PR entitled, “We Can’t Let This Bank Fail!”  Coyne PR’s graphics team designed the ad for placement. Meanwhile, the agency’s PR team focused on aggressively promoting the dire state of the CFBNJ, using the forthcoming Springsteen ad as the news peg.  Two more campaigns followed, including the social media initiative “Blogging Out Hunger,” which brought together 120 N.J. bloggers on a single day to use the power of their posts to encourage people to lend a hand to the CFBNJ; and “Photographers Against Hunger," a collaboration of world-renowned photographers who had documented Springsteen over his career and donated their most famous prints for an auction, with all proceeds benefiting the CFBNJ.

Impact: The Springsteen campaign resulted in more than 650 print and online placements, generating 75 million media impressions. Best of all, as a result of the combined initiatives, the CFBNJ collected more than $330,000 in donations, which goes directly toward replenishing the food supply to feed New Jersey’s hungry.

We Can't Let This Bank Fail

Issue: The Community FoodBank of New Jersey (CFBNJ), the state’s largest food bank, experienced nearly a 30 percent increase in demand for food, but a major decrease in food and financial donations, the CFBNJ was running on fumes.  The food bank turned to Coyne PR to help them raise awareness of the severity of the situation and motivate individuals to donate.

Idea: As supporter of the CFBNJ for over two decades, Bruce Springsteen agreed to lend his image for an ad campaign developed by Coyne PR entitled, “We Can’t Let This Bank Fail!”  Coyne PR’s graphics team designed the ad for placement. Meanwhile, the agency’s PR team focused on aggressively promoting the dire state of the CFBNJ, using the forthcoming Springsteen ad as the news peg.  Two more campaigns followed, including the social media initiative “Blogging Out Hunger,” which brought together 120 N.J. bloggers on a single day to use the power of their posts to encourage people to lend a hand to the CFBNJ; and “Photographers Against Hunger," a collaboration of world-renowned photographers who had documented Springsteen over his career and donated their most famous prints for an auction, with all proceeds benefiting the CFBNJ.

Impact: The Springsteen campaign resulted in more than 650 print and online placements, generating 75 million media impressions. Best of all, as a result of the combined initiatives, the CFBNJ collected more than $330,000 in donations, which goes directly toward replenishing the food supply to feed New Jersey’s hungry.

Goodyear Tire & Rubber Company

Issue: Coyne PR implemented a full-court press to generate media attention connecting Goodyear and NCAA March Madness.

Idea: In less than a month before the NCAA Men’s Basketball Tournament, Coyne PR and the Goodyear internal PR team developed The Goodyear “Get there” Blimp Shot Contest. Four students were selected representing the schools of the Final Four. Each contestant had an opportunity to shoot a regulation basketball at a hoop measuring 100 feet in diameter while flying 500 feet in the air aboard the Goodyear Blimp.  Anyone making the shot would win a trip for two to any sporting event the Goodyear blimp would cover over the following 12 months.

Impact: Media coverage soared to new heights, scoring more than 1,800 media placements, including landing 22 hits on major national broadcasts and more than 600 local market segments on TV stations across the country – and that’s not just hot air.

World's Longest Shot

Issue: Coyne PR implemented a full-court press to generate media attention connecting Goodyear and NCAA March Madness.

Idea: In less than a month before the NCAA Men’s Basketball Tournament, Coyne PR and the Goodyear internal PR team developed The Goodyear “Get there” Blimp Shot Contest. Four students were selected representing the schools of the Final Four. Each contestant had an opportunity to shoot a regulation basketball at a hoop measuring 100 feet in diameter while flying 500 feet in the air aboard the Goodyear Blimp.  Anyone making the shot would win a trip for two to any sporting event the Goodyear blimp would cover over the following 12 months.

Impact: Media coverage soared to new heights, scoring more than 1,800 media placements, including landing 22 hits on major national broadcasts and more than 600 local market segments on TV stations across the country – and that’s not just hot air.


client experience
  • Atlantic Health
  • BabyCenter
  • Ball Up Street Ball
  • Bimbo Bakeries
  • Casio
  • Christopher & Dana Reeve Foundation
  • Community FoodBank of NJ
  • Chrysler
  • David's Bridal
  • Daytona International Speedway
  • Disney Parks & Resorts
  • Eggland's Best
  • ESPN
  • Express Scripts
  • GE Water & Process Technologies
  • Goodyear Tire & Rubber Company
  • Hard Rock International
  • The Harlem Globetrotters
  • Humana
  • IMAX
  • Ironman
  • National Canine Research Council
  • NFL Players, Inc.
  • Palmers
  • Justborn
  • Pfizer
  • Red Robin
  • Sealed Air Corporation
  • Skinnygirl Cocktails
  • South African Tourism
  • thinkThin
  • TripAdvisor
  • Toys R Us
  • UPS
  • United States Golf Association
  • VTech