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Integrated Marketing and Public Relations
Case Studies
TRAVELPRO INTERNATIONALIn 1989, Travelpro International and its founder, Robert Plath redefined the travel industry when they introduced the first Rollaboard suitcase into the luggage market. Originally designed to meet the heavy travel demands of flight crews, Travelpros innovatively designed, durable, and efficient collections soon developed into a highly regarded luggage brand for frequent business travellers. Yet, while Travelpro maintained a positive brand reputation and a following of loyal supporters, competitors such as Samsonite and Tumi dominated the luggage industry and Travelpro became an afterthought. After years of strategic marketing direction and aggressive public relations outreach, new international ownership took over and made major changes. Recognizing the need to differentiate itself from competitor brands and to build awareness, Travelpro looked to award-winning public relations and communications agency, Howard R. Miller Communications (HRMC) to develop a strategic public relations plan that would establish the company as a leader in high-quality luggage design and as the original innovator behind the Rollaboard suitcase. HRMC quickly established itself as a key contributor in the growth of the Travelpro brand, positioning it as the leader in groundbreaking innovation in the luggage industry and recognizing Travelpros commitment to manufacturing the highest quality of luggage across the industry. Implementing an aggressive and cost-effective public relations outreach plan, HRMC was able to generate over 600 million media impressions for Travelpro over a two year period, securing placements in major travel and consumer publications such as the Wall Street Journal, USA Today, Travel and Leisure Magazine, Better Homes and Gardens, and the Chicago Tribune. In 2010, Travelpros revenue had outpaced the luggage industry by over 40% with HRMC as a determining factor in that increase. HRMCs aggressive, integrated public relations outreach plan achieved the following marketing goals:Increased Exposure: Generated over 600 million media impressions over a two year period.Established Key Relationships: Developed relationships with major, national travel and consumer writers that allowed Travelpro to become a passionately covered brand name. Developed Community Outreach Program: Coordinated product giveaways to charitable organizations and causes Maximized Marketing Opportunities: Coordinated numerous marketing cross-promotions and built a brand ambassador program that maximized coverage of Travelpros new collections. Targeted Niche Markets: Developed plans for targeting numerous niche markets including gay and lesbian, sports enthusiasts, Pan-African, and many others2007 MIAMI BEACH SLEEPLESS NIGHTIn 2007 the City of Miami Beach had the opportunity to be the first city in North America to host Nuit Blanche, an international event that has been a major cultural success across Europe. On November 3rd, 2007, Miami Beach hosted the first ever Nuit Blanche, renamed Sleepless Night for its introduction in the United States. Sleepless Night was an all-night (13 hour), free, citywide celebration of culture. Free, nonstop entertainment provided by Miami Beachs major cultural institutions and individual artists took place in both city-owned and private venues (both indoors and outside) throughout four major zones of activity: North Beach, Collins Park, Lincoln Road and Ocean Drive.HRMC client, the City of Miami Beach, brought them in as the marketing counsel for the 2007 inaugural Sleepless Night, to integrate all marketing, advertising, and public relations activities. HRMC developed a cost-effective integrated national and local marketing plan to achieve the following Sleepless Night marketing goals:Budget: HRMC worked with a $49,000 marketing/advertising budget that included: print, radio, television and viral media. Their campaign generated and earned media value estimated at $267,446.50. The success occurred as a result of (a) Researching, reviewing and analyzing all advertising and public relations efforts from previous global Nuit Blanche events, (b) maximizing online marketing opportunities, and (c) forming new relationships with first-time media sponsors.Generate Exposure: Over 33,000,000 media impressions were generated. This number only reflects marketing/advertising and does not include public relations placements.Generate Buzz: Over 150,000 South Florida residents and visitors attended the 130+ events in more than 80 venues that took place during the 13-hour free, citywide cultural celebration.Maximize Marketing Opportunities with Corporate Sponsors: Coordinated numerous marketing cross-promotions with corporate sponsors and their media affiliates (e.g. Clear Channel, CBS Outdoor)Establish Record-Keeping: Developed organizational system to record and file all agreements with media sponsors and other media. 2007 established a sensational first year performance for Sleepless Night and called the best, multi-genre arts event by WLRN South Florida Arts Beat Producer and Host Ed Bell. With planning already well underway for the second awakening of Sleepless Night, HRMC will coordinate a local, national and international marketing campaign for the 2008 event on November 1st.2008 FOOD NETWORK SOUTH BEACH WINE & FOOD FESTIVALThe Food Network South Beach Wine & Food Festival is an internationally successful star-studded, four-day/52 event destination showcasing the talents of the worlds most renowned wine and spirits producers, chefs and culinary personalities. Sponsored by Southern Wine & Spirits of Florida and Florida International University (FIU), the Festival benefits the Teaching Restaurant and the Southern Wine & Spirits Beverage Management Center, both located at FIU. 2008 marked the second consecutive year that the Food Network signed on as the title sponsor of the Festival, continuing to open doors for increased awareness of the event on a national level. The Festival has become one of the largest and most well-known festivals of its kind in the country and the world, continuing to attract the best in the industry to South Beach.HRMC continued as the marketing counsel for the 2008 Food Network South Beach Wine & Food Festival, for the second consecutive year to integrate all marketing and advertising activities. HRMC developed a cost-effective integrated marketing plan to achieve the following Festival marketing goals:Reduce Budget: HRMC reduced the marketing/advertising budget even more from last years reduction of $61,589.25 to $22,510.00 this year. This budget has currently earned a media value of $7,866,954.00. The advertising cost reduction occurred as a result of (a) evaluating the effectiveness of last years paid advertising, (b) maximizing online marketing opportunities, (c) building upon relationships with returning media and (d) forming new relationships with first-time media sponsors.Increase Exposure: Generated 936,542,360 media impressions a (with several outstanding media inquiries, we know that the number is actually higher), compared with 304,831,804 last year. This number only reflects marketing/advertising and does not include public relations placements.Maximize Marketing Opportunities with Corporate Sponsors: Coordinated numerous marketing cross-promotions with corporate sponsors and their media affiliates (e.g. New York Times, Wine Spectator, Miami Herald).2008 marked the seventh and most successful year of the Festival, paving the way for further opportunities for the 2009 Food Network South Beach Wine & Food Festival, as well as potential national expansion of the branded event to other top U.S. cities, including New York.2007 & 2008 MIAMI BEACH FESTIVAL OF THE ARTS First established in 1974, the Festival of the Arts is Miami Beachs oldest art festival. Over the years the Festival has evolved from a local street show in North Beach to one of the most prestigious cultural art festivals on the East Coast. This signature community event showcases the juried artwork of over 150 artists from across the nation, exhibiting paintings, sculpture, glass, ceramics, jewelry, and photography.In 2007, the event was potentially not going to happen. Howard R. Miller Communications (HRMC) was brought in six weeks before the festival by the North Beach Development Corporation after going through two other agencies, as the marketing counsel for the 33rd Annual Miami Beach Festival of the Arts. HRMC developed a cost-effective integrated marketing and crisis communication plan that included media buying, advertising, public relations, established a partnership with local art and cultural organizations as well as with local Colleges/Universities to achieve the following Festival marketing goals:Limited Budget: HRMC had a limited $10,000 marketing/advertising budget to work with, and generated and earned a media value estimated at $33,974.06. The success occurred as a result of (a) evaluating the effectiveness of past years paid advertising, (b) maximizing online marketing opportunities, and (c) forming new relationships with first-time media sponsors.Increase Exposure: Generated 15,449,637 media impressions. This number only reflects marketing/advertising and does not include public relations placements.Maximize Marketing Opportunities with Corporate Sponsors: Coordinated numerous marketing cross-promotions with corporate sponsors and their media affiliates. Coldwell Banker, the name sponsor, was not going to continue with the Festival, however after the positive image publicity they received, they signed a 3 year contract extension. Improve Record-Keeping: Developed organizational system to record and file all agreements with media sponsors and other media. In 2008, the City of Miami Beach, already a client of HRMC, took over the Festival from the North Beach Development Corporation. The City of Miami Beach brought HRMC back to serve for the second year as the marketing counsel for the 34th Annual Miami Beach Festival of the Arts. HRMC worked to develop a cost effective marketing plan that would make the Festival even more successful than the previous year. Limited Budget: HRMC had a limited $14,000 marketing/advertising budget to work with, and generated and earned a media value estimated at $80,348.50. The success occurred as a result of (a) evaluating the effectiveness of the previous years paid advertising, (b) maximizing online marketing opportunities, (c) building upon relationships with returning media and (d) forming new relationships with first-time media sponsors.Increase Exposure: Generated 19,239,411 media impressions. This number only reflects marketing/advertising and does not include public relations placements.2008 marked the 34th and most successful year of the Festival, paving the way for further opportunities for the 35th Annual Miami Beach Festival of the Arts in 2009.
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