The Challenge… and the Solution

For the first time in 2015, Pacific Historic Parks enlisted Becker Communications to implement an awareness-building integrated communications campaign to promote the 73rd formal commemoration ceremony of the 1941 attack on Pearl Harbor. We had just eight weeks of lead time to promote the event, which marked both the last time elderly USS Arizona survivors would reunite in Honolulu as well as the first time the ceremony would be broadcasted via live webcast to audiences around the globe. By implementing a comprehensive campaign, we achieved our goals of not only reinforcing Pearl Harbor’s position in Hawaii as a top historic site, but also facilitating a 30 percent increase in in-person attendance along with a global webcast audience of 16 million. Our work received the Public Relations Society of America (PRSA), Hawaii Chapter Koa Anvil Best in Show Award in 2015, as well as the PRSA Western District’s Platinum Best of the West Award in 2016.

Our Results

Primary and Secondary Research
Conducted primary research by interviewing survivors, family of survivors and authors who’d published survivor stories in order to uncover unique narratives and experiences that would compellingly demonstrate the relevance of Pearl Harbor today. Conducted secondary research by reviewing the media exposure of past commemorative ceremonies in order to identify key media and consumer markets to target.

Media Relations
Pitched and secured substantial media coverage through local broadcast, print and online publications that resulted in over 5,000 news clips reaching more than 1.5 billion people and generating $88 million in PR value. Primary research about survivor stories resulted in front page articles in the Honolulu Star-Advertiser, as well as features on all four of Hawaii’s television stations. Additional coverage secured in the Wall Street Journal, The Japan Times, MSN News, CBS National, CNN, Fox News, ABC, NBC and more.

Advertising
Developed creative copy for PSAs to promote the 73rd Pearl Harbor Commemoration.

Digital Communications
Drafted key messages and posts for all social media channels regarding planned events and the live webcast.


ClientPacific Historic ParksServicesPrimary and Secondary Research, Media Relations, Advertising, Digital CommunicationsYear2015

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