Destination Imagination Global Finals

Challenge

Increase visibility for a global, week-long education event conducted by a volunteer-led nonprofit. The initiative helps children discover their creative process through an open-ended Challenge Program that attracts more than 16,000 participants each year.

Strategy

Maven launched a national media relations campaign that focused on unique stories and the students involved in the event; participants were chosen from areas where Destination Imagination wanted to grow market share. To highlight marquee events such as the annual 3M Duct Tape Ball, Maven implemented a broadcast and print media relations campaign to promote the organization's goal of breaking the Guinness Book of World Records for "most people wearing duct tape.”

Results

The campaign, which has run for two years, has resulted in 2,235 local and national media placements that include coverage on ABC World News NowHLN-CNN, Fox29 Philadelphia and 43 Fox affiliates across the country, abcnews.com and Huffington Post, among others.

 
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