Client: Jim Click Automotive Team - Rwandan Sustainability Promotion
Project Focus: Governmental Affairs, Public Relations & Media Management, Strategic Planning, Event Planning
Challenge - Russell Public was tasked by a long-standing client, the Jim Click Automotive Team, to build awareness and garner national media attention for the client's month-long Rwandan Sustainability promotion in Arizona and Southern California. As an additional challenge, the promotional goals included communicating a larger message of ethical corporate responsibility, safe eco-tourism and international support of the African nation's successful efforts to recover and rebuild from the recent civil war. The client relied on Russell Public's proven success in pitching and securing media coverage, public relations, awareness-building, and events planning in multiple markets, as well as its track record of working strategically on projects with a diplomatically sensitive approach and understanding of international affairs.
Our Approach - The agency developed a messaging and media outreach strategy that included press release and media advisory development for two very different markets, followed by targeted pitches to key news, automotive industry, corporate ethics and coffee industry publications. This culminated in two large press events with appearances by high-level political, philanthropic, and business people. The agency sought to bring the story of the promotion and the client's message of hope for Rwandan sustainability to key stakeholders in both the Arizona and Southern California markets. The project was designed not only to to help build awareness of the local promotion, but to raise the profile of the endangered Silverback Gorillas and the opportunities to support the burgeoning superior coffee industry in Rwanda.
Results - Our client's message and promotion earned featured coverage in multiple local and regional media across California and Arizona. The story ultimately generated national media interest with planned coverage to run in several highly visible automotive magazines and other publications focusing on corporate ethics and responsibility. The President of Rwanda requested multiple reproductions of all coverage secured by Russell Public for use in the continued positive promotion of Rwanda's economy and safety as an eco-tourist destination.
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