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Samsung's Four Seasons of Hope -- HWH Makes Charity Luncheon Headline News |
| Ojective: Capture nationwide headline news for second-year launch of major charity program |
| Results: More that $1.2 Million in ad equivalency; 50 major TV/Radio segments, 100's of print articles around the country |
Samsung 's Four Seasons of Hope charity program was kicking off its year-two program with a luncheon at New York's Cipriani restaurant and they wanted to top the news coverage generated by the previous year's kick-off event. While there was going to be some star power due to high-profile sports celebrities involved (Magic Johnson, Joe Torre, Boomer
Esiason), the event offered little new news and presented a true PR challenge given the expectations.
In order to put this charity event on the map, HWH initiated a drive to get former President Clinton to take part in the event, and worked hand-in-hand with Samsung over a two-month period to make sure that happened. A major cover story in the NY Post about the former President and Rudy Giuliani appearing in the same room, turned Samsung's event into headline news that
every major TV network, print outlet and radio station felt compelled to cover.
As a result, Samsung's Four Seasons of Hope was front page news on hundreds of papers across the country, all the major TV and cable networks, and garnered more than $1.2 million in advertising equivalency all told.
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