Hot Dog on a Stick
60th Anniversary celebration
Hot Dog on a Stick hired Morgan Marketing & PR to spearhead a public relations campaign for its 60th anniversary in 2006. The agency worked with the client to establish the following objectives:
- Create top-of-mind brand awareness with media and consumers in nine key markets identified by Hot Dog on a Stick.
- Increase in-store consumer traffic by giving away a free hot dog on a stick to every customer on the anniversary date, June 13.
- Include key messages about lemonade, since it comprises 55 percent of the company's overall sales. This included securing media exposure for the company's donation to the non-profit group Alex's Lemonade Stand on National Lemonade Day, Aug. 20.
- Position the company as a growing brand within the competitive quick-service restaurant industry.
Collateral Materials – The agency developed eye-catching collateral materials which included Save the Date invitations for the company's internal celebration, an anniversary logo which was used on all promotional and press materials, a special 60th anniversary press kit and a lemon-shaped stress ball that was used in the direct mail campaign.
Media Relations – The agency executed a creative direct mail campaign to more than 300 media contacts sent in three separate installments to heighten awareness and newsroom buzz. Extensive media follow-up ensued.
National Lemonade Day – On National Lemonade Day, extensive media relations support was provided for the company's efforts to raise money for Alex's Lemonade Stand through lemonade sales. The agency executed a creative mailing, delivered lemonade to broadcast media, and pitched food editors and producers.
Significant media placements included “The Tonight Show with Jay Leno,” San Francisco Chronicle and “KTLA Morning News” in Los Angeles. There were 15 TV morning show feature segments that aired in all nine target markets on major network affiliates, including NBC, ABC, CBS, Fox and the WB, as well as several major independent stations. More than 10 company-focused articles were placed in business and restaurant trade publications. The company gave away 50,000 hot dogs on a stick on their anniversary date and raised $10,000 for Alex's Lemonade Stand on National Lemonade Day. The client noted a 12-18 percent sales increase from the previous year during the four-week period surrounding the promotion. The agency received a PROTOS award from the Public Relations Society of America for this campaign.
20th Anniversary campaign
Medieval Times – the world's premiere medieval-themed family dinner attraction and show – hired Morgan Marketing & PR to promote the 20th anniversary of its flagship castle in Buena Park, Calif. Utilizing the 2006 anniversary as vehicle, the client requested that the agency develop a campaign that would capture the following components:
- Increase consumer awareness regarding the castle and its entertainment offerings.
- Identify significant landmarks, events and opportunities within the castle brand with which the agency can extend the anniversary campaign messages through media relations.
- Strengthen the castle's considerable following of Latino consumers with strategic outreach through targeted channels.
Press Kit – The agency initiated the campaign by extensively researching the brand and the castle to develop a press kit that established the client's authenticity in offering a medieval dining experience and primary points of difference as a Southern California entertainment destination. Contents included profiles of the castle's knights, king and queen performers; background on the concept's rare breed of horses; and general information on medieval lore, among other components.
Media Relations – Noting the visual nature of the castle performances, the agency targeted Los Angeles area broadcast television outlets as a primary target for segments, offering onsite and in-studio segments to showcase the skill of performers. The agency also conducted outreach to radio stations for potential anniversary promotions and to key print outlets to pursue profiles on the castle and its performers.
Five separate segments were secured with Los Angeles area network affiliate and Hispanic television stations, including KTLA (CW affiliate) and KVEA (Telemundo Los Angeles affiliates). Additionally, the agency coordinated on-air anniversary castle ticket giveaway promotions with top-tier area radio stations, including 104.3-FM KBIG (adult contemporary), 102.7-FM KIIS (top 40 format), 103.5-FM KOST (adult contemporary) and 101.1-FM KRTH (oldies) – each utilizing on-air key messages about the anniversary. The agency secured profiles on the castle, its anniversary-year events and its cast with a variety of outlets, including LA Weekly, OC Weekly and the Orange County Register.