In year one of the “Life…supplemented” campaign, CRT/tanaka generated more than 71 million “earned” media impressions in key outlets targeting our Boomer audience, including Prevention, Woman’s Day and Better Homes & Gardens’ Web site, bhg.com.
CRT/tanaka and Liz Claiborne received a “Lifetime Achievement Award” for the campaign at the 2002 SABRE Awards. The campaign was named one of “The Best Campaigns of the Decade” by Inside PR magazine.
More than 1,000 broadcast hits across the United States, including all major U.S. networks and seven of the top 20 markets. Both CNN and NBC’s “Today Show” carried live segments featuring reporters flying the device.
In addition to targeting traditional media, CRT/tanaka deployed an aggressive social media strategy targeting 100-plus top marketing bloggers and analysts (i.e. Forrester, Gartner, Aberdeen), as well as social networking platforms that reach its targeted audiences.
The George Washington Foundation’s discovery of George Washington’s boyhood home made history around the world. An Associated Press story, with photographs, was picked up by more than 700 media outlets worldwide. International media outlets covering the announcement included Reuters India, Agence France-Presse, NOS (the largest Dutch news service) and The Sunday Mainichi (a major Japanese weekly magazine).
We helped Air New Zealand build brand awareness, enhance customer experience, introduce new products and services and drive U.S. ticket sales through a variety of novel and engaging campaigns.
Today's consumers are savvy, discerning and intelligent. They do their homework, and they look to the third parties they trust - the media, bloggers and organizations - to educate them about the best products, services and entertainment opportunities. To be effective, companies must enter into a buyers' personal circle of influence in a smart, strategic way, creating experiences and building relationships that will influence their opinions and spur them into action.
CRT/tanaka understands what it takes to reach audiences in today's global market. We have remarkable experience in all aspects of communications management, marketing, branding, interactive and social strategy and design which spans our five offices in Richmond, Va., New York, Los Angeles, Washington, D.C. and Norfolk, Va
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