Elevating the Story of Destination Imagination Global Final

The 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 international participants each year.

2,000+

Local and national media placements over two years

30M

Media impressions resulting from onsite event support

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 ran for two consecutive years and resulted in 2,235 local and national media placements that include coverage on ABC World News Now, HLN-CNN, Fox29 Philadelphia and 43 Fox affiliates across the country, abcnews.com and Huffington Post, among others.