Highlights of my PR career, including the successful work
as a Vice President, Media Director of CooperKatz & Company,
one of the top public relations firms in New York.

1.“Help us bring awareness of the dramatic under-representation of minorities in the corporate leadership roles in America.”

Client: Management Leadership for Tomorrow

As a media consultant, I assisted a national non-profit organization, Management Leadership for Tomorrow (MLT) in getting national media exposure within three short years of its inception. MLT has made ground-breaking progress to correct the dramatic under-representation of minorities in leadership positions and works to increase the number of minorities in institutions that develop talent, such as first-tier business schools and high-profile companies. Through my media efforts, I helped to secure national exposure in Fortune Magazine, BusinessWeek, Latina Magazine, and Essence Magazine, as well as profiles on CNN En Español, and New York 1 News (regional).

2.“Help us to get major media attention when our world famous fleet pulls into New York Harbor on its last leg of circumventing the world.”

Client: Volvo Ocean Race

As a consultant, I oversaw media in New York City for the world’s most prestigious state-of-the-art ocean race: The Volvo Ocean Race. They hired me to maximize their PR efforts in the New York metropolitan market when their ships stopped at the port of call. In addition to helping to organize a massive press conference, I also booked the captains of the boats on two major national talk shows (Fox & Friends and CBS The Early Show) in addition to soliciting press in all major New York City dailies, weeklies, and nightly news shows.

3."We need media exposure for our new Safety Concept Car in seven major markets!"

Client: Volvo Cars North America

Volvo’s futuristic concept car was packed with high-tech safety features like a sensor that “reads” the driver’s eye-level and optimally adjusts the seat, pedals, and controls; video cameras embedded in the door mirrors that alert the driver to approaching cars in the &lquo;blind spot;” and a headlight system that adapts to road conditions and uses infrared technology to improve nighttime vision. My team at CooperKatz optimized coverage of the car, which was only in the U.S. for two weeks, by developing a creative theme for the tour, “The Art and Science of Safety,” and then booking highly “mediable” venues to complement the theme.

Volvo Cars NATo maximize human interest and visual appeal, I invited school children to the venues to learn about auto safety from Volvo’s experts. And to reach beyond the six markets, we created B-roll and distributed it to TV stations nationwide. I also traveled on site to all the cities we visited (eight in all) and oversaw all local interviews with media.

In all seven markets, local affiliates of CBS, ABC, NBC, FOX and the WB broadcast the story. Leading newspapers like The Washington Post, Atlanta Journal-Constitution, San Francisco Chronicle, and Seattle Times also featured the Safety Concept Car. In addition, the Associated Press, Wired Magazine, The Industry Standard, Tech TV, CBS Marketwatch, CNET television, and CBS radio provided national coverage. The B-roll distribution resulted in 227 airings and over 16 million audience impressions.

3. "Help us raise Americans’ awareness of the benefits of a ‘fishy’ consumer product.”

Client: Triomega brand Omega3 Dietary Supplement

In my role as Vice President, Media Services for a large NYC public relations firm, I helped Norway’s Pronova Biocare — the world leader in the production of marine omega-3s — introduce its Triomega brand supplements to the U.S. market.

TriomegaTargeting a broad range of media, my strategy was to distribute an announcement release and introductory press kit to health and lifestyle editors at magazines and newspapers, as well as television and radio producers nationwide. Select media also received an attention-grabbing creative delivery featuring the Triomega product.

On launch day, my colleagues and I enlisted 40 classically dressed “newsboys,” who took to the streets of Manhattan to distribute The Omegazette, a newspaper “supplement” heralding the arrival of Triomega in the U.S. In addition, CK released a VNR and B-roll package touting the benefits of omega-3s supplementation, followed by a satellite media tour featuring nutritionist to the stars Alfred Krautgartner.

To sustain media coverage, we conducted a national survey on America’s fish-eating habits, incorporating the results into media materials and a matte release.

Results of the campaign included widespread local print and television coverage, as well as national broadcast “hits” on CNN”s Daybreak and FOX NewsChannel. In addition, the launch garnered extensive radio coverage, including health programs such as Aware Talk Radio, Your Health Matters, and The Dr. Weary Health Show.

4. “Help us re-launch our reformulated beverage in the highly competitive sports drink category.”

Client: Coca-Cola’s PowerAde Vitamin-infused sports drink

In my role as Vice-President, Media Services for CooperKatz & Company, I helped the Coca-Cola Company re-launch PowerAde, a vitamin-infused sports and energy drink, by publicizing a fun-filled event in Manhattan’s Union Square.

PowerAdeA nationally-known body airbrush artist and her team were flown in from the midwest to New York City and used their skills to airbrush PowerAde graphics from head to toe on 30 male and female models and two world-class strongmen. The event drew nearly a thousand spectators who enjoyed samples of the new PowerAde distributed by the painted models and watched the strongmen participate in a “PowerAde Pull” where they tested their strength by pulling two PowerAde-painted tractor trailers. Pre-publicity for the event began the morning of the Union Square event with studio interviews with the strongmen, models and airbrush artist on Fox & Friends andGood Day New York! The hosts of the programs invited the public to Union Square to see the “PowerAde Pull” and other activities sponsored by Coca-Cola.

The launch media results included national hits on CNN, CNNfn, and Fox & Friends. Local segments included Good Day New York!, WPIX’s The Morning Show, and stories in 20 additional markets, including Los Angeles, Chicago, Houston, Washington, Miami, and Cincinnati.

Virgin Mobile5. “Help us launch the nation’s first wireless service provider designed exclusively around the needs of the youth market.”

Client: Virgin Mobile, USA

I assisted my team at CooperKatz in securing local and national media consumer coverage for Virgin Mobile, USA as it ramped up to debut its new national wireless service. We first orchestrated a business-focused launch in late June, followed by a consumer-focused launch in late July. This two-phase approach heralded the U.S. arrival of the Virgin Mobile brand not just to the wireless industry and business community, but to the entire country.

6. “Help us encourage more Americans to embrace a fuel-efficient, eco-friendly and fun mode of stylish transportation.”

Client: Vespa

VespaThe Italian manufacturer of the iconic Vespa motor scooters wanted to launch the company’s new LX line of scooters in anticipation of Vespa’s 60th anniversary.  I helped to develop and oversaw the PR campaign that included a “Vesparade” of classic and new Vespa models in New York City to generate media attention and consumer buzz, test drives for automotive reporters, appearances on top morning shows and national B-roll distribution.

7. “Help us build awareness of our home furnishings e-commerce site during the critical end-of-year shopping period.”

Client: Homepoint.com

HomepointI helped to plan and execute the four-month, 36-city Bunker Bob Y2K Tour Across America, sponsored by HomePoint.com. This special event comprised a 50-foot glass house on wheels — beautifully furnished by HomePoint.com — with a live character (Bunker Bob) traveling inside and “searching for the ideal place to ‘bunker down’ in the new millennium.” In each city we visited, we held a unique special event and invited the public to attend, distributing promotional material, prizes, and giveaways. The tour garnered massive television, radio, and print coverage and resulted in significant incremental HomePoint.com site traffic and registrations.

8. “Help us raise funds for two cancer care organizations on both sides of the Atlantic by organizing a mass event on the streets of New York City.”

Client: Gilda’s Club Worldwide and Marie Curie Cancer Care

Gilda's ClubFollowing the 9/11 attacks, I helped organize the world’s largest bagpipe parade in New York City, called The Tunes of Glory, and secured Mayor Michael Bloomberg and Sean Connery to be the Grand Marshals (wearing kilts!). The parade drew 9,000 pipers and drummers from 26 countries and every U.S. state. The parade organizers and some of the marchers were featured on every news show in the tri-state area, as well as appearances on three national morning shows to promote the event.

9. “Help us promote the annual Family Television Awards in Beverly Hills.”

Client: The Association of National Advertisers

Family Friendly Programming ForumTo promote the goals of the Family Friendly Programming Forum, a group of 46 major marketers who are part of the Association of National Advertisers, I helped organize the nation’s first “red carpet” awards that honors the best family-friendly shows aired on the networks that families can watch together during prime time hours.

10. “Help us take Mood Enhancement to the Masses.”

Client: Reckitt Benckiser’s Air Wick brand air fresheners

AirwickIn my role as Vice President, Media Services, for a top NYC-based PR firm, I helped Reckitt Benckiser’s Air Wick brand air fresheners introduce the first line of essential oil electrical air fresheners available in mass retail outlets. Our agency converted a 32-foot luxury RV into a home environment, complete with a “home spa,” and drove right to the publications’ doorsteps. Editors each joined us for a one-on-one introduction to the product and a personalized sensory experience: a spa treatment by an aromatherapist, complete with the scent of the Air Wick’s Scented Oil. In addition to the print editors who enjoyed the experience, the on-air hosts of FOX NewsChannel’s morning show FOX & Friends cablecast a live remote from the vehicle.

11.“Help us generate national awareness for the role that our digital imaging technology plays in helping to recover missing children.”

Client: Canon USA

In my role as Vice President, Media Services, for a top NYC-based PR firm, I worked with Canon, U.S.A. to highlight the company’s long-time relationship with the National Center for Missing and Exploited Children. Canon’s partnership with the nonprofit organization has helped to recover more than 44 missing kids.

Activities included generating local and national media interest in the Canon Celebrity Golf Challenge, an annual event that takes place just prior to the Comdex trade show in Las Vegas. The 2002 event drew a host of television personalities who participated, including TV personality John Walsh, the host of America’s Most Wanted and The John Walsh Show.

To elevate the issue onto the national media scene, I developed a “Tip Sheet” and a B-roll package showing parents how to take digital photos of their children that could be distributed to law enforcement officials quickly and easily in the event of an abduction. The B-roll package included interviews with Walsh and Canon executives as well as bi-lingual interviews with members of the Las Vegas Police Department, which received an equipment donation as part of the campaign.

I also wrote and help film a public service announcement (PSA) featuring Walsh that encourages parents to photograph their children regularly for this purpose. The PSA continues to air nationally on television.

Contact: Andrea Martone, 917.929.0527