CLEVELAND: The PR team behind the Duck brand of duct tape has done it again, capturing more than 60 million media impressions with its latest stunt: a 50x90-foot American flag made entirely of duct tape.
The flag was unveiled June 14 - flag day - in New York's Union Square Park, and received coverage on CNN, NPR, the Fox News Channel, CBS' The Early Show, and in Russia and Japan, said Brian Bloom, VP at Liggett-Stashower, the Cleveland-based PR firm for Duck maker Henkel Consumer Adhesives.
Liggett holds three duct-tape events a year in search of exposure for its client. Marina Maher Communications in New York handled event planning and media relations.
"Duct tape is part of our culture, like Zippo lighters or Spam," explained Bloom. Its special place in American society also attracted the media to such events as last year's duct-tape fashion show and duct-tape wedding, he added.
The flag idea was conceived before September 11. It was reviewed afterward, and the decision was made to proceed.
Client Henkel had been known as Manco, but neither its old name nor its new one is a household word. That doesn't bother the company as long as its Duck brand of tape, which capitalizes on most people's mispronouncing 'duct,' gets media attention.
"Brands are the most important thing to them. It's all about brand building, Bloom said.