"We saw a tremendous opportunity to work with Ken and [writer] Dayton Duncan to use this film and use these events to underscore the value of national parks as well as draw the public's attention to some of the challenges that the national parks face," said Linda Rancourt, VP of communications for the NPCA.
Working with PMK/HBH, the NPCA is hosting events throughout the city, with the core in Central Park on September 23, which will feature clips from Burns' six-part series.
The NPCA and PMK/HBH are targeting local media, as well as environmental journals and Web sites, such as the National Audobon Society and Treehugger.com. In addition to a press conference on August 24, the NPCA is taking journalists on a press tour around national parks in the New York area, including Theodore Roosevelt's Birthplace and Hamilton Grange.
Online, the campaign has a Web site, Twitter account, Facebook page, and a presence on MySpace and YouTube. Rancourt added that the campaign is also educating the public about the parks, and their history.
"The national parks represent our legacy and heritage," Rancourt said. "They have a story to tell, and they could have an even more expanded role in telling that story to schoolchildren and families."