Case Studies

Media Relations Case Study

O.C. Tanner Inspiration Awards Recognize Those Who Help Olympians 'Go for Gold'

Objectives

• Reinforce O.C. Tanner’s position as an industry leader in the rewards & recognition space by generating media coverage for O.C. Tanner’s Inspiration Award during the 2012 Summer Olympic and Paralympic Games.
• Inspiration Awards celebrate Olympic and Paralympic mentors, teachers, family and friends who inspired athletes to ‘Go For Gold.’

Approach

Hunter PR developed a three-phase media relations strategy to build buzz and create awareness around the Inspiration Awards in the lead-up to and during the 2012 Summer Games:

• Phase 1: Pitched Olympic and Paralympic athletes such as judo gold medalist Kayla Harrison, hurdler Lolo Jones and shot put thrower Ryan Whiting, alongside their inspiration stories to media.
• Phase 2: Conducted media outreach to drive consumer voting for the Inspiration Award on the O.C. Tanner Facebook page.
• Phase 3: Announced Inspiration Award winners and conducted photo-opps and media interviews.
  

Hunter PR was able to strategically use a variety of assets, which allowed the team to pitch a wide range of media, including entertainment, pop culture and sports outlets where O.C. Tanner would normally not be featured. These assets included:

• Olympic and Paralympic athletes and their nominees
• The O.C. Tanner ring designer, who was able to share ring artwork and design process with media
• Videos and photos of the ring

Results

• More than 85 million earned media impressions, including:
• E! News, The New York Times, Forbes, US Weekly, Life & Style, Yahoo! Sports, Just Jared, Fit Perez, NBC Olympics Blog, Milwaukee Journal Sentinel, Oakland Press
• More than 15,000 consumer votes on O.C. Tanner Facebook page for Inspiration Award nominees.

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• Media Relations