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Can an Out-State Beverage Company Gain Local Media Interest?

Challenge:: Getting metro Detroit news coverage for a healthy cooking/college scholarship contest sponsored by glacéau, a New York–based beverage company in an effort to attract local entrants and increase awareness about the importance of healthy eating.
Solution:: Capitalize on any local hook possible and urge the media to help bring the chance to win a $100,000 college scholarship to the attention of metro Detroit students. The PR campaign also focused on healthy eating. Contest rules and other entrance information were distributed.
Results:: More coverage was obtained in Detroit by BBC than any other participating contest market. “Vitaminschool” enjoyed many radio, TV and newspaper stories which affirmed BBC's strategy -- focus on health and educational benefits for area children to capture the media's attention.

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