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Mission Hospital – Spirit of Giving Beach Safety Event
SITUATION
Westbound was tasked with developing an event during the summer months that would keep Mission Hospital’s Spirit of Giving campaign salient in the minds of Orange County residents (see Spirit of Giving’s award winning 100,000 Acts of Giving campaign for full program case study). We recommended giving beachgoers the gift of sun protection and informing the public about beach safety.
IMPLEMENTATION
To help drive the messages of sun safety and charitable giving, we brought in Olympic gold medal swimmer and model, Amanda Beard, and pro surfer and shark attack survivor, Bethany Hamilton. These two athletes became the face and voice of the Spirit of Giving Beach Safety event through our aggressive media campaign and direct marketing effort. TV crews from ABC, NBC, FOX, and KOCE attended our event at the Newport Beach pier, and radio coverage from KIIS FM helped boost day-of attendance. Most importantly, key messages were delivered accurately as 40,000 packets of branded sunscreen were given out over two days along the Orange County coastline.
RESULTS
Impressions for the Beach Safety event exceeded more than 5.18 million (this total does not reflect the number of impressions earned through radio and online hits). The advertising value for print and television alone was more than $276,000. The tremendous media success of the beach safety event demonstrated that public relations efforts are critical to the success of a marketing and public awareness campaign such as Mission Hospital’s Spirit of Giving.
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