Name: Daniel Pepitone, VP, The Sherry Group (Morristown, NJ) Placement: Good Day New York, June 30 Pitch Timeline: Two months
Who is your client, and what are its media goals?
Daniel Pepitone: Our client is The State Fair Meadowlands at Giants Stadium Fairgrounds, which is an event that runs for three weeks every summer in northern New Jersey. Unlike other state fairs, it's more of a family-focused carnival/circus-style event, and officials sought local media to help raise awareness in the New York area.
What made Good Day New York such a desired placement for them, and how did you pitch reporter Anne Craig?
Pepitone: We knew TV would be critical, and Good Day New York is one of the top-rated morning shows in New York. Reporter Anne Craig tends to do lighter news in her "Anne About Town" segment, so we pitched her and her producer.
In the New York market, local TV often has a variety of events to choose from for live remotes. How did you craft a pitch so that Craig would travel to the fair?
Pepitone: Our package had a lot of strong visuals highlighting exciting acts and "Buffo," the world's strongest clown. It painted a really strong picture that intrigued both Anne and her producer enough to commit to coming out.
How were the logistics for the live remote handled, and did you media train any fair officials beforehand?
Pepitone: We worked with the event staff beginning at 4:30am to ensure the remote satellite and acts were in place before Anne's arrival. We also sat down with the fair's marketing official to go over messages before she did a live interview with Anne.
What was the impact of the hit?
Pepitone: Anne did five different segments from the fair during Good Day New York's June 30 show. Attendance spikes whenever there's strong media coverage, so the fair's officials were very pleased with an overall 20% attendance increase from the previous year.
Name: Daniel Pepitone, VP, The Sherry Group (Morristown, NJ)
Placement: Good Day New York, June 30
Pitch Timeline: Two months