NEW YORK: The Father's Day/Mother's Day Council is turning to GCI Group to help raise its profile, promote its charity work, and identify the world's most laudable mothers and fathers.
The nonprofit council, which has no historical claim to the holidays it represents, selects one father and one mother each year who personify responsible parenting and community involvement. It then throws a gala to benefit a charity chosen by the honoree.
GCI was selected following a competitive pitch to help the council both identify its honorees and promote the benefits. The agency is the first retained by the council.
"Here you have a group that has been doing this for the last 50-plus years, but they really haven't told anyone about it," said Ray Kerins, EVP and managing director of media relations for GCI.
The agency plans to target "major national business magazines and news organizations" for coverage because of "the caliber of honorees the council has worked with over the years," Kerins added.
Past honorees included Tom Brokaw, Colin Powell, Christie Brinkley, and Sen. Hillary Rodham Clinton (D-NY).
Details of the contract were not disclosed, though Kerins confirmed that work on the account was not being performed pro bono.