#CoverTheProgress|微电影|广告营销案例【ADGuider广告指南】

# CoverTheProgress

案例简介：为什么这项工作与公关相关？ 2017年9月，飓风玛丽亚摧毁了波多黎各至关重要的旅游经济。一年后，媒体正在准备他们的周年纪念报道 -- 准备再次重播破坏，并推迟公关重建岛屿旅游业的进展。所以，我们创造了一个新的视觉叙事来翻转负面的周年纪念脚本。回到居民曾经潦草地写下 s.O.S.的十字路口，我们画了一条新的信息: Bienvenidos (欢迎) # CoverTheProgress!在一周年纪念日，世界媒体做到了，导致了 10亿多个积极的媒体印象和故事，宣称波多黎各是 2019 大旅游目的地。背景当飓风玛丽亚在 2017年9月摧毁波多黎各时，数百万人在媒体上观看了这场灾难的展开。世界上看到了一个没有电的岛屿，一个破碎的基础设施，以及不断增加的死亡人数 -- 破坏性的图像，重新定义了曾经诱人的岛屿及其人民,实际上摧毁了波多黎各至关重要的旅游经济。一年后，正在恢复的岛屿现在不得不为另一场公关灾难做好准备: 世界媒体正在准备飓风一周年的报道，这将回收破坏的戏剧性图像，威胁到我们来之不易的赢回游客的努力。事实上，我们对过去自然灾害的研究表明，90% 的周年纪念覆盖是负面的。是公关干预的时候了。我们如何翻转媒体负面的周年纪念剧本，防止飓风报道的另一波浪潮影响对该岛恢复的看法，并阻碍旅游业？描述创意 (20% 的选票) 我们需要一个创造性的新的视觉中心和媒体行动号召，有能力在飓风破坏的一年里程碑期间，完全改变世界媒体对波多黎各的覆盖。我们需要一个积极的恢复故事，而不是一个毁灭的故事 -- 一个视觉上强大而戏剧性的故事，足以掩盖媒体简单地重新利用他们的大型灾难镜头库的自然倾向。我们在飓风那一周传播开来的最令人难忘的图像中找到了我们的创作灵感: 一个紧急的 s.O.S.标志画在暴风雨肆虐的胡玛曹的十字路口，提醒过往的飞机注意居民的可怕情况。这给了我们的想法。我们会回到同一个十字路口，聚集居民，一年后向媒体和世界传达一个非常不同的信息。而不是 S.O.S.，它会说 Bienvenidos!(欢迎!) # CoverTheProgress! 描述公关策略 (30% 的选票) 作为一个大胆的举动，公关将直接挑战媒体 # 报道进度而不是飓风的破坏，并对玛丽亚飓风一周年的报道承担个人责任。媒体有一个选择: 他们的报道可能会对世界对该岛作为旅游目的地的看法产生积极或消极的影响，并影响其人民的生计。在 # CoverTheProgress 的号召下，与我们在标志性的 Humacao 十字路口新绘制的标志一起作为我们的视觉中心，我们将要求公平,对波多黎各旅游业的前瞻性报道，以及经济未来岌岌可危的有韧性的人们。我们将是第一个在典型的负面新闻周期和飓风周年纪念故事中抢先的重大自然灾害地点 -- 因为，事实上,波多黎各岛取得了如此大的恢复进展。描述 PR 执行 (20% 的选票) 我们回到胡玛考街区，拍摄了同一十字路口的新航拍图像，该路口曾宣布绝望年代。O.S.,这一次用一个大的 “Bienvenidos” 装饰和问候世界!(欢迎!)”# CoverTheProgress! 我们创建了一个视觉内容工具包，以激发媒体 # 报道进度，包括热门岛屿旅游景点的 stark 前后图像，令人惊叹的新视频片段，最新的旅游数据，引人注目的游客证明,以及当地旅游业成员持有 # CoverTheProgress 标志的图像。在周年纪念日的前一个月，我们在美国有线电视新闻网推出了 # CoverTheProgress 和我们的新视频 -- 该媒体首次发布了疯狂传播的 s.O.S.图像。然后我们走得更远，在网上推销和印刷旅游、消费者生活方式和硬新闻渠道。当地企业、旅游业合作伙伴、酒店和航空公司与我们一起分享恢复的实时图像。我们的 100 多名旅游影响者和媒体伙伴帮助推动了 # CoverTheProgress 运动。列出结果 (30% 的选票) 您必须至少包括以下两层: 研究表明，旅行者在自然灾害后避开目的地长达 23.8 个月。但波多黎各的情况并非如此。飓风第一场发起的 # CoverTheProgress 运动T 周年纪念极大地影响了媒体对该岛的报道，并重振了其旅游经济。翻转众所周知的灾难脚本虽然第一个周年纪念日周围只有 10% 的自然灾害报道是正面的，但我们的是 70% 正面的。媒体宣布波多黎各 “对商业开放”，“设施比以往任何时候都好” 围绕波多黎各旅游业的积极对话从 50% (7月) 增加到 80% (12月周年纪念后)。 # CoverTheProgress 的报道产生了 10亿多个获得的媒体和社会印象。 “玛丽亚飓风过后，一个波多黎各城镇在街上写了 S.O.S.。现在它有了一条新消息 ”(美国有线电视新闻网) “玛丽亚飓风后，波多黎各如何利用旅游业重建” (福布斯) “酒店领导吹捧波多黎各是一个 '我们行业从未见过的东山再起的故事'” (成功的会议) “波多黎各被评为 2019年的头号去处” (纽约时报) 22 家领先的国际旅游和生活方式媒体推荐波多黎各为其 2019 大旅游目的地之一。影响旅行者和旅游合作伙伴 23% 作为目的地的积极认知的改善。 50% 的旅行者说他们很可能会考虑去旅游。主要旅行社集团报告即将到来的度假套餐销售额同比增长 12%。航空公司、游轮和酒店增加了运力。比以前多了四条主要游轮现在停在波多黎各。

# CoverTheProgress

案例简介：Why is this work relevant for PR? In September 2017, Hurricane Maria devastated Puerto Rico’s crucial tourism economy. One year later, the media were preparing their anniversary coverage – ready to replay the destruction all over again, and set back PR’s progress to rebuild island tourism. So, we created a new visual narrative to flip the negative anniversary script. Returning to an intersection where residents had once scrawled S.O.S. to passing planes, we painted a new message: Bienvenidos (Welcome) #CoverTheProgress! And on the first anniversary the world’s media did, leading to one billion+ positive media impressions and stories declaring Puerto Rico as a top 2019 travel destination. Background When Hurricane Maria devastated Puerto Rico in September 2017, millions watched the disaster unfold in the media. The world saw an island with no electricity, a broken infrastructure, and a mounting death toll -- destructive images that redefined the once inviting island and its people, and virtually wiped out Puerto Rico’s crucial tourism economy. One year later, the recovering island now had to brace for another PR disaster: the world’s media were preparing one-year anniversary coverage of the hurricane which would recycle the dramatic images of devastation – threatening our hard-earned efforts to win back tourists. In fact, our research of past natural disasters showed that 90% of anniversary coverage was negative. It was time for PR intervention. How could we flip the media’s negative anniversary script and prevent another tidal wave of hurricane coverage that could impact perceptions of the island’s recovery and discourage tourism? Describe the creative idea (20% of vote) We needed a creative new visual centerpiece and media call to action with the power to entirely redirect how the world’s media covered Puerto Rico around the one-year milestone of the hurricane’s destruction. Instead of a destruction story, we needed a positive recovery story – one visually strong and dramatic enough to overshadow the media’s natural inclination to simply repurpose their large library of disaster footage. We found our creative inspiration in one of the most haunting images that had gone viral during the week of the hurricane: an urgent S.O.S. sign painted on a street intersection in storm-ravaged Humacao to alert passing aircraft to residents’ dire situation. That gave us our idea. We would go back to that same intersection, gather the residents, and paint a very different message to the media and the world a year later. Instead of S.O.S., it would say Bienvenidos! (Welcome!) #CoverTheProgress! Describe the PR strategy (30% of vote) In a bold move, PR would directly challenge the media to #CoverTheProgress instead of the hurricane’s destruction, and take personal responsibility for coverage of the one-year anniversary of Hurricane Maria. Media had a choice: their coverage could either positively or negatively influence the world’s perception of the island as a travel destination, and affect the livelihood of its people. Under the rallying cry of #CoverTheProgress, and together with our newly painted sign at the iconic Humacao intersection as our visual centerpiece, we would demand fair, forward-looking coverage of Puerto Rico’s tourism industry, and the resilient people whose economic future was at stake. We would be the first site of a major natural disaster to pre-empt the typical negative news cycle and hurricane anniversary narrative -- because, in truth, so much recovery progress had been made on the island of Puerto Rico. Describe the PR execution (20% of vote) We returned to the Humacao neighborhood and shot new aerial images of the same intersection that had once proclaimed a desperate S.O.S., this time colorfully decorated and greeting the world with a big “Bienvenidos! (Welcome!)” #CoverTheProgress! We created a toolkit of visual content to inspire media to #CoverTheProgress, including stark before and after imagery of popular Island tourism spots, stunning new video footage, the latest tourism data, compelling visitor testimonials, and images of local tourism industry members holding #CoverTheProgress signs. One month before the anniversary, we launched #CoverTheProgress and our new visual on CNN — the outlet that had first released the S.O.S. image that went viral. Then we went wide, pitched online and print travel, consumer lifestyle, and hard news outlets. Local businesses, travel industry partners, hotels and airlines joined us in sharing real-time images of recovery. Our 100+ travel influencers and media associates helped drive a #CoverTheProgress movement. List the results (30% of vote) must include at least two of the following tiers: Research shows that travelers avoid a destination after a natural disaster for as many as 23.8 months. But that wasn’t the case with Puerto Rico. The #CoverTheProgress campaign launched on the hurricane’s first anniversary has dramatically influenced media coverage of the island and revived its tourism economy. FLIPPING THE PROVERBIAL DISASTER SCRIPT While just 10% of natural disaster coverage around first anniversaries is positive, ours was 70% positive. Media declared Puerto Rico as ‘Open for Business’ and ‘facilities better than ever.’ Positive conversation surrounding Puerto Rico tourism grew from 50% (July) to 80% (post-anniversary in December). #CoverTheProgress coverage resulted in 1 billion+ earned media and social impressions. “A Puerto Rican town wrote 'S.O.S.' in the street after Hurricane Maria. Now it has a new message” (CNN) “How Puerto Rico Is Using Tourism to Rebuild After Hurricane Maria” (Forbes) “Hospitality Leaders Tout Puerto Rico as a ‘Comeback Story Like Our Industry Has Never Seen” (Successful Meetings) “Puerto Rico named the #1 place to go in 2019” (New York Times) Twenty-two leading international travel and lifestyle media have recommended Puerto Rico as one of their top 2019 travel destinations. INFLUENCING TRAVELERS AND TOURISM PARTNERS 23% improvement in positive perception as a destination. 50% of travelers say they would somewhat to very likely consider visiting. Major travel agent groups report a 12% YOY increase in upcoming vacation package sales. Airlines, cruise ships, and hotels have added capacity. Four more major cruise ship lines than before now stop in Puerto Rico.