Prior to designing the opening promotion of Marriott’s Great America family entertainment center, the largest project in Marriott Corporation’s history, Bruce developed a cause marketing partnership with the March of Dimes. The objective for Marriott was to create major publicity and marketing awareness of the new entertainment complex. Indeed, to help attract more that 2 million visitors in its first year. The goals for the March of Dimes were to increase fund raising from their pledge walks in the Western States Region and to bring the funding in by their deadline.
A multifaceted marketing campaign was launched in 67 cities, in 17 western states offering contests to win trips to Great America for the walker who brought in the most money by the set deadline. This generated tremendous word-of-mouth marketing due to the fact that winners could bring themselves and 100 of their friends to the opening of Great America! The Warner Brothers character, Bugs Bunny, served as grand marshal of several pledge walks and did a multi-city media tour to raise awareness of the partnership campaign. The results of this cause marketing partnership exceeded all optimistic expectations. Over 2.2 million people attended Great America in the first year, breaking all previous theme park records. The March of Dimes raised $2.5 million, an amazing 40% increase over the previous year, and the money was in by their deadline. What a smashing partnership and success.
United States Olympic Committee and Entertainer Kenny Rogers
As Director of Public Relations and Special Events for the United States Olympic Committee, Bruce went to the music industry to attract support from a major entertainer for the upcoming Olympic Games. He was fortunate to form a partnership with the internationally-renown country and western star, Kenny Rogers. Kenny had just recorded a new album and was looking for an interesting promotional idea.
Putting their mutual objectives together, Bruce arranged for the major Los Angeles radio station KLAC to provide, amazingly free-of charge, a one-hour radio time slot and their promotion of the program to other cities across the country. Kenny and Bruce went into the station and recorded public service spots together in support of our Olympic athletes and Kenny provided the songs from his new album. The result was a 50-city national simulcast called “Kenny Rogers’ Salute to America’s Amateur Athletes”, which provided huge public awareness of the Olympic effort, raised donations from across the country and brought Kenny’s new album exceptional pre-promotion. The relationship grew to include Kenny hosting a celebrity tennis tournament and his providing a live benefit concert, all to support the U.S. Olympic Committee.
American Red Cross and Pacific Gas & Electric Company
In 2005 the American Red Cross Bay Area Chapter and its partner Pacific Gas & Electric Company undertook the most comprehensive emergency prepardeness campaign ever launched by a non-governmental organization. Titled Prepare BayArea, this cause marketing campaign set the unprecedented goal of training 1,000,000 San Francisco Bay Area residents in earthquake and other emergency preparedness. The campaign had two primary approaches: an operational program to provide the actual training, and a highly promotional marketing campaign to drive awareness of the need to take the training. Bruce Burtch designed and directed the innovative marketing campaign. A major benefit to the success of the campaign was the partnership Bruce developed with Publicis & Hal Riney, an internationally-acclaimed advertising firm which donated its creative services. Results ·$1.25 million raised through the partnership ·$3 million garnered in free media coverage ·International awards and recognition ·1,000,000 people trained in three years
See How it was Done
Click Here to see a presentation of highlights from this astonishing media campaign, followed by public service video clips that ran throughout the Bay Area and across the world..all at no cost to the American Red Cross.
Football Legend Jerry Rice Does Free Public Service Announcement
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See Amazing Video Clips that Appeared on YouTube and were Seen All Over the World
Click Icon Below "8.1 Earthquake Hits San Francisco"
