Ronald McDonald dares the media to 'Tackle the Tower'

The Ronald McDonald House of Cleveland (RMHC) needed to breathe new life into its 6th annual Tackle the Tower campaign, a fundraising event that challenges participants to run up the 37-story Erieview Tower.

The Ronald McDonald House of Cleveland (RMHC) needed to breathe new life into its 6th annual Tackle the Tower campaign, a fundraising event that challenges participants to run up the 37-story Erieview Tower.

Once again, RMHC turned to Liggett Stashower, its pro-bono PR agency, to create an innovative campaign that would not only grab the media's attention, but also spark interest in the community, and encourage the city to participate and donate funds for the cause.

Strategy
Liggett knew it was important to remind the community how this event helps RMHC. So the firm targeted local TV and radio, as well as newspapers.

"We wanted to make sure that we gave enough visibility to the Cleveland [house], and combine the strategy of doing something good for the community and doing something good for yourself," says Jennifer Kramer, account executive at Liggett.

The PR team also sought out businesses in the area, as well as local blogs and Web sites.

Tactics
Liggett created 3-D media kits with a 2-liter water bottle encasing a rolled-up press release and an attached note inviting local media contacts to the event.

The company used water bottles to tie in the idea of being healthy and using them to hydrate during the run up the tower, Kramer says.

The firm also targeted participants by leaving collateral material at local fitness clubs and businesses.

Results
More than 1,000 participants came to the event, and RMHC was able to raise $29,000. The event obtained more than 3 million media impressions and three local TV stations attended and broadcast the event.

"[Liggett] did a great job to secure different interviews and tying in the media in participating in the event," says Craig Wilson, executive director at RMHC.

Future
Liggett and RMHC will aim to extend media relations.

PR team: The Ronald McDonald House of Cleveland and Liggett Stashower (Cleveland)

Campaign: Tackle the Tower

Duration: October 2007-February 2008

Budget: $13,000

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