Secure national coverage for the San Antonio Missions, which were in line for a UNESCO World Heritage designation. The official declaration—expected to be of mass media significance—was to be announced in Bonn, Germany over the long Fourth of July weekend. Sunday is known as the toughest day for breaking news, and agency also faced competition for editorial space with BBQs, fireworks and holiday wrap-up coverage, the monstrous U.S. FIFA Women’s World Cup win, and the christening of the U.K.’s Princess Charlotte—all of which took place the same day.
Within a month, the agency implemented a full-court effort, pre-pitching top media to ensure awareness of the nomination and secure embargoed stories. Positioned the news as “Remember the Alamo,” a natural extension of the great American independence story. An online toolkit was created as a resource for media with updates, backgrounders and photo library. Talking points were developed for each of the interviewees for on-camera b-roll shoots made live on the media center when news broke. A “Plan B” communications strategy was crafted in the unlikely event the World Heritage vote did not go through.
Stories were covered in AP and Reuters features, The New York Times, CNN.com, Condé Nast Traveler, USA TODAY , U.S News & World Report Washington Post, MSN.com, Yahoo.com, etc., with extensive coverage across Asia, Europe, Canada and Mexico. Broadcast coverage included CNN International, Good Morning Texas and widespread ABC, NBC, CBS and FOX pick-up following locally directed segments. In just one month, the global campaign garnered 7 billion+ print/online media impressions with 1,000+ online stories and advertising equivalence over $100 million.