M Booth for Brooks Running Company, Brooks Running Company Supports and Unites Running Community in Wake of Tragedy
National Treasury Employees Union, End the Shutdown
SHIFT Communications for McDonald's, Boston Strong: McDonald’s Community Support During a Time of Need
To see all the winners of the
2014 PR Daily Awards click here!
Best Crisis Management
‘Stronger than the Storm’ pushes Jersey Shore to persevere
Though a huge number of people believed the Shore should simply close down for the summer, the New Jersey Economic Development Authority started a campaign to get through the devastation of Sandy.
Few places faced a crisis as big in 2012 and 2013 as the New Jersey Shore did in the wake of Hurricane Sandy.
Before the summer tourism season started, one-third of respondents to a local survey said they believed the businesses at the Shore simply shouldn’t even try to open. Almost two-thirds of past visitors said they only saw news reports about the damage from the storm.
Physically rebuilding from the hurricane was going to be difficult enough, but from a perception perspective, the New Jersey Economic Development Authority
had another huge task on its hands. Using survey data, the Authority decided to target tourists from the surrounding areas and replace the images of storm destruction in their minds with welcoming images of a newly revitalized Shore.
The Authority did it with the “Stronger than the Storm” campaign
, which used media outreach, street teams, outreach at community events, advertising, social media, video, and more to encourage people to come check out the New Jersey Shore.
The push worked. Of the visitors who came to the Shore in summer 2013, 25 percent said the campaign was the reason they visited. Nearly 80 percent said the campaign played some role in persuading them to come visit. For that reason, the New Jersey Economic Development Authority is the winner of Ragan’s 2014 PR Daily Award for Best Crisis Management.
Hotel occupancy actually went up compared to the five-year average. That’s a massive success.
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