Advertising Case Studies

Air Transport Association of America—Stop Oil Speculation NOW Campaign

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Intro

In 2008, Xenophon worked with ATA to lead a multi-industry campaign to lower record-high oil prices by stopping rampant speculation in the commodities futures markets. The campaign’s goal was to transform the energy debate on Capitol Hill and help reduce fuel prices for ATA’s (air transportation of America) member airlines.

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This is a Test Case Study

Background

The UCLA Anderson School of Management is building its reputation as a leading institution for international business management graduate students.� Dean Judy Olian is traveling to select countries to meet with media and business leaders to highlight the school’s capabilities.

Assignment

UCLA contracted Valencia, Perez & Echeveste Public Relations (VPE) in Los Angeles to arrange a media tour for Dean Olian with key business and media leaders in Monterrey and Mexico City in early November 2007.� VPE utilized PRGN partner agency Guerra Castellanos & Asociados (GC&A) in Mexico City to handle on-site logistics.�

Strategy

VPE and GC&A developed a strategy that included the following key elements:

  • A series of one-on-one interview sessions with leading business reporters and columnists at top-ranking media outlets in Mexico City and Monterrey
  • Scheduling a live, 15-minute business radio broadcast with Dean Olian and prominent Mexican business leaders who are UCLA graduates
  • Inviting key editorial writers and columnist to attend a round-table meeting with top-level Mexican business leaders

Eriez International

Introduction

US company Eriez, acknowledged as the world leader in magnetic, separation, vibratory and inspection equipment for over 80 different industries, has been a client of PRGN member, Stevens Baron Communications (SBC) of Cleveland, Ohio, for over 5 years.

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