metaphor spearheads public relations effort to bring VH1 to Cincinnati
borrowing a page from p&g, metaphor markets city with emotion
Procter
& Gamble is known for many things – its billion-dollar brands, its
world-class marketing and tremendous civic involvement. But in the
advertising and PR industries, perhaps P&G is best known for being
a pioneer in connecting consumers with their products by tapping
emotion, all exquisitely designed to build brand loyalty.
At
P&G, it began with soap operas and continues today with Emeril
Lagasse encouraging consumers to post YouTube videos about the bold new
taste of Crest Whitening Expressions. Taking a few pages from P&G, metaphor studio sought
to engage VH1 on a number of emotional levels to tell the nation – in
convincing, heart-felt fashion – about the renaissance taking place in
Downtown Cincinnati and the warmth of people here.
metaphor's four-dimensional approach to pr secures vh1’s spotlight on city
With the springtime release of the 3 Doors Down video, “It’s Not My Time” – made possible by the work of the Greater Cincinnati and Northern Kentucky Film Commission and Lightborne Studios in Over-the-Rhine – metaphor studio tapped the emotion and pride of city, state and national leaders to communicate with VH1 President Tom Calderone that it was, indeed, Cincinnati’s time to earn the coveted spotlight of VH1’s Top 20 Video Countdown.
Thinking in multiple PR dimensions and seizing on the timely hook of the popularity of the 3 Doors Down video, metaphor immediately engaged leaders to recognize that the City of Cincinnati had a short window to secure VH1’s Top 20 Video Countdown – a two-hour program that airs three times on the network – to broadcast from the city. VH1 penetrates 95 million homes.
Under the leadership of SVP Raymond (Buz) Buse III, metaphor enlisted a diverse group of city and statewide leaders to sing Cincinnati's praises to VH1 President Calderone, including: Ohio Gov. Ted Strickland, Sen. George Voinovich, U.S. Reps. Steve Chabot and Jean Schmidt, Cincinnati Mayor Mark Mallory, Cincinnati Vice Mayor David Crowley, Cincinnati City Council Members John Cranley, Laketa Cole, Chris Bortz, Leslie Ghiz and Roxanne Qualls, Mayor Mallory's Young Professional Kitchen Cabinet, Hamilton County Commissioner David Pepper, Ohio State Sens. Eric Kearney and Robert Schuler, Ohio State Rep. Steve Driehaus, Rock and Roll Hall of Famer Bootsy Collins and his newly formed Cincinnati USA Music Heritage Foundation, National Underground Railroad Freedom Center CEO Donald Murphy, 3CDC CEO Stephen Leeper, Cincinnati USA Convention & Visitors Bureau CEO Dan Lincoln, UC President and 2008 Cincinnati USA Regional Chamber Chair Nancy Zimpher, and many, many others.
cincinnati speaking as one resonates with vh1 president
"Retaining and attracting highly mobile, young professional talent is a key economic development initiative for Midwest states like Ohio," Gov. Strickland wrote to Calderone, who graciously received the spirited testimonials from dozens of thought leaders. "I cannot underscore enough how much the dedicated and energetic people of Ohio would appreciate VH1's timely spotlight on Cincinnati."
Gov. Strickland concluded by saying: "I encourage you to consider telling the story of the rebirth of a great American city – Cincinnati, Ohio – on your network as it plays a major role in shaping and defining American popular culture."
Sen. Voinovich also wrote to VH1, saying: "I am absolutely confident your host, Alison Becker and her team, will be the toast of the town when filming your Top 20 Video Countdown in Cincinnati. I hope you'll choose to showcase what I know is a wonderful, thriving, first-class American city."
metaphor spearheads energy that clearly goes off the charts
The effort resonated not only with the network's management, but with local leaders as well. "I have never seen such a tenacious public relations effort in my entire career," remarked Pamela McDonald, vice president of government and public affairs for Time Warner Cable, who was instrumental in the effort by working directly with VH1 management on cross-promotion in the Cincinnati market.
Others in the core leadership group echoed similar comments. "We are so appreciative of the vision of VH1 to celebrate the success of the 3 Doors Down video and to spotlight the renaissance taking place in Downtown Cincinnati and in Over-the-Rhine," said Kristen Erwin, executive director of the Film Commission. "We could not dream of a better media outlet to tell this important story of our city's rebirth."
metaphor studio – long a passionate champion of Downtown and Over-the-Rhine resurgence with projects like the Downtown HopAround and iRhine.com – contributed months of pro-bono work in serving as the effort's catalyst. "We are pleased and proud to support the tremendous work of our Film Commission, a major reason why 3 Doors Down selected Cincinnati for their video location," said metaphor founder Mullins. "We applaud VH1 and all the leaders who supported this effort in helping tell the great back story to the 3 Doors Down video. It's been an effort that is clearly off the charts."
Providing support and assistance behind the scenes were noted community leaders such as former U.S. Rep. Rob Portman, business executive Tom Neyer, former Cincinnati Vice Mayors Alicia Reece and Jim Tarbell, CVB Chair Nick Vehr, UC's Greg Vehr, YP Kitchen Cabinet President Clara Rice, MidPoint Music Festival co-founders Sean Rhiney and Bill Donabedian, and Brewster Rhoads, Gov. Strickland's regional director for Southwest Ohio.
about pull pull is a quarterly publication designed to provide insights into metaphor's Community Experience Development™ process of consulting. metaphor is a full-service brand consultancy in downtown Cincinnati, Ohio's historic Over-the-Rhine neighborhood providing Identity, Interactive, Advertising and Public Relations Strategy for regional and national clients through our Community Experience Development™ brand renewal process.
