Corporate Services
• Corporate Brand and Reputation Strategy
• Executive Thought Leadership and Visibility
• Strategic Media
• Issues and Crisis Preparedness and Management
• Social Responsibility & Purpose Marketing
• Digital Strategy and Content Development
• Executive Media Training
• Influencer Relations
• Executive Speaking Bureaus
• Business Media Tours
• Messaging Architecture
• Sales Conference Preparation
• Creation and Design of Annual Reports
• Labor Relations
• Franchise Communications
• Internal Communications
Reputation is Everything
Purpose. People. Performance. While the foundation of building a corporate reputation remains the same, the world around us has certainly changed. Consumer expectations are higher, their trust lower. Social media allows stakeholders to quickly rally support or organize dissent. Technology has increased the speed of information, sometimes at the expense of accuracy.
Coyne PR, one of the Top 20 Independent PR Firms in the United States, helps companies navigate today’s challenging business landscape, creating corporate communications programs for many of the world’s largest companies and rising startups. We pride ourselves on a well-earned reputation for creative thinking, problem solving, hard work and a deep dedication to client service.
Running the gamut from social responsibility and purpose marketing to internal communications, crisis and issues management and more, our team of talented experts understands how to build, strengthen, sustain and protect a company’s reputation.
“THE HILTON EFFECT” BY BEST-SELLING AUTHOR CHIP HEATH DEFINES THE WORLD-ALTERING IMPACT OF THE FIRST GLOBAL HOTEL COMPANY
Hilton has defined the hospitality industry and transformed travel. Approaching its 100th anniversary in 2019, Hilton sought a meaningful way to define its role as a trailblazer and impact on guests, team members, and communities over the past century. Hilton looked to Coyne to develop a thought leadership platform that would cement Hilton’s place in history and generate excitement for the next 100 years. Hilton and Coyne asked Chip Heath, best-selling author and Stanford Business professor, to examine Hilton’s role in the world during its first 100 years. After months of extensive research and interviews with Hilton guests, team members (employees) and community members, Heath found and authored was “The Hilton Effect.” The Hilton Effect, as defined by Heath and co-author Karla Starr, is the world-altering impact that Hilton has had, and continues to have, on billions of lives and thousands of communities around the globe – pioneering new travel markets and bringing people and cultures together to make the world feel smaller, while expanding horizons. Heath’s unique perspective demonstrates how Hilton has become woven into the history, economies and infrastructure of communities; influenced guests by easing travel and broadening perspectives; and impacted millions of team members by fostering a powerful entrepreneurial spirit and wide-ranging careers. The news broke with a feature on FastCompany.com as the digital book was published in ten languages on Amazon and the Hilton Newsroom. The Hilton Effect was seeded globally, including an email from President and CEO Chris Nassetta, messaging from area Vice Presidents regional toolkits enabling hotels worldwide to share the news, and conference activations. The book and supporting assets including regional videos highlighting The Hilton Effect in action were published in a digital hub on Fortune.com.
DISNEY GIVE A DAY, GET A DISNEY DAY
As part of the “What Will You Celebrate?” campaign for Disney Parks, Coyne PR was tapped to help kick off Disney’s newest program: “Give a Day, Get a Disney Day.” Coyne PR provided strategic PR counsel and support during the planning and development phases, and handling media strategy and execution for Disney’s top 30 markets, including Canada and Puerto Rico.
CHIQUITA
Coyne PR implemented a multifaceted program across trade media, consumer media and influencers to drive awareness and engagement for Chiquita among many stakeholders, particularly around the areas of quality and sustainability. Coyne PR supported a host of programs, including communicating the brand’s sustainability progress through a unique A/R experience with Shazam, partnering with the American Cancer Society to launch pink stickers, and identifying newsjacking opportunities to playfully and seamlessly integrate the brand.
In slightly more than 6 months, Coyne PR garnered more than 1,600 placements and 445 million impressions for Chiquita.
JUST BORN QUALITY CONFECTIONS AND THE UNITED WAY OF THE GREATER LEHIGH VALLEY – PEEPS HELPING PEEPS
Members of the Just Born Quality Confection leadership team have had long associations with the United Way of the Greater Lehigh Valley. To help raise money for this United Way Chapter, Coyne PR developed PEEPS® Helping Peeps, a sweepstakes that for the first time ever, opened the PEEPS® factory doors to consumers.
To enter for a chance to win, the PEEPS® brand encouraged fans to make a five dollar or more donation to UWGLV to support supporting community schools.
The coverage included both local and national media, with USA Today, People.com US Weekly, Food Network Magazine among the prominent outlets covering the program.
DEL MONTE FOODS
Coyne PR has worked with Del Monte on several programs and initiatives, from communicating the company’s conversion to non-GMO ingredients and non-BPA packaging to building its crisis readiness infrastructure. Coyne PR continues to be an active member of the crisis and issues management team.
PERDUE
To reach stakeholders about Perdue’s latest milestone in offering No-Antibiotics-Ever (NAE) chicken, Coyne PR implemented combined an aggressive media relations effort with a digital campaign to reach key stakeholders.
The media relations campaign attained over 400 stories including the Wall Street Journal, Reuters, CBS This Morning. For the digital campaign, Coyne PR created a video emphasizing how other poultry brands “dance” around the issue of antibiotics with caveats and exceptions, while Perdue’s no antibiotics ever stance is indisputable.
The video significantly outperformed previous brand efforts: more than 1.4 million views across Facebook and YouTube, a 31% increase in Perdue-relevant search inquiries on YouTube and Google, a 26% view rate that exceeded the 21% YouTube benchmark and engagement rates of 45% on Instagram and 55% on Facebook.
GE WATER
GE Water helps industrial customers, including utilities, municipalities, refineries, breweries and manufacturing plants, in more than 130 countries solve their greatest water and process challenges. With a brand voice developed by the Coyne PR team, and a comprehensive social media strategy, GE Water leads social conversations and is driving engagement, customer interaction and ultimately business for the division.
NEWMAN’S OWN
Coyne PR gives 110% to help Newman’s Own communicate its great quality and 100% Profits to Charity message, creating a “Greens for Good” recipe contest where the winner received a donation for the charity of their choice, supporting a video series highlighting recipients of Newman’s Own grants and securing profiles for the Newman’s Own Foundation.
Media coverage has spanned national newspaper profiles, business media including Fast Company, Inc. magazine and CNBC, and consumer outlets such as People and BuzzFeed.
ACCUWEATHER
Leveraging AccuWeather’s proprietary business intelligence, Coyne PR implemented a strategic thought leadership campaign to drive awareness and motivate commercial/marketer prospects to consider AccuWeather solutions.
Coyne has driven coverage of AccuWeather to heights it has not experienced before, from the thought leadership and digital innovation of the company under the guidance of Founder and CEO Dr. Joel Myers in publications from INC., The New York Times and Chief Executive, to big data and business solution innovation coverage in hundreds of business outlets reaching dozens of industries.
OWENS CORNING ROOF DEPLOYMENT PROJECT
Owens Corning was looking to activate, honor and engage its Platinum Preferred Roofing contractors and turned to Coyne PR to help them develop a CSR program that would put it all under one roof. Understanding the strong connection Owens Corning and its contractors had with the military, Coyne collaborated with the company and national nonprofit Support Our Troops to create the Owens Corning Roof Deployment project, an initiative designed to identify, honor and give back to military members and their families here at home. Owens Corning donated roofing materials, and its Platinum Preferred Contractors donated labor to build brand-new roofs for deserving military families around the country.
VF CORPORATION
VF Corporation, parent company of well-known brands such as Timberland, The North Face and Lee Jeans, charged Coyne PR to help launch their new intranet site to more than 15,000 global employees.
Coyne looked to create excitement, participation and connectivity between 15 independent-minded and operated brands under the VF Corporate umbrella, while infusing a spirit of inclusion as “One VF” in keeping with the independent spirit and work of the brands.
We created a comprehensive internal communication program designed to build anticipation and make a splash on launch day. The team created a strategically scheduled series of communications including emails, intranet teaser ads and a special-delivery video message from the CEO. Signage infiltrated all 17 offices nationally and abroad with teaser cling posters, desk drops and a highly visual twelve-foot banner displayed on launch day in each brand office lobby.
On launch day, each employee was greeted with a two-minute video featuring VF’s Senior Digital Manager giving a high-level walk through of the new site, but with a charming and playful twist. He managed to wear outfits representing all of their 20+ brands in all different environments while extolling the virtues of the new intranet.
MEDCO
Pharmacy Benefit Managers have for decades been under attack by members of the media who have labeled them as “middle-men” in contributing to rising drug costs. For more than a decade, Medco Health Solutions has turned to Coyne PR to help reshape the conversation for the company; which continued with Express Scripts following its acquisition of Medco.
The team developed a platform called “The Knowledge Source” to define Medco, and subsequently Express Scripts, as the irrefutable industry leader in information, insight and expertise on prescription drugs. The strategy leveraged the company’s vast data on medication usage, safety and spending to fuel groundbreaking research reports, peer-reviewed studies and thought leadership that advanced public discussion on a range of pressing prescription drug issues, eventually formalized under branded properties. The strategy built a national profile for the company’s CEO and its leadership team and drove differentiation in the marketplace for the company’s various products and services.
SEALED AIR CORPORATION
Working in concert with the Sealed Air Corporation team, Coyne PR created an over-arching program –Sealed Air SMARTLife™ - to reflect Sealed Air’s approach to advancing sustainability objectives within its business strategy, across its global organization and advancing their customer’s sustainability objectives.
Coyne PR created a full spectrum of marketing communications materials including a web site, brochures, internal videos, surveys, and various collateral materials to help roll out the program internally and to key customers.
PFIZER LEGAL ALLIANCE
The Pfizer Legal Alliance represents a global partnership between Pfizer and 19 law firms aimed to transform the way legal services are delivered and valued. The PLA challenged Coyne PR with communicating the value of a sustainable model that operated efficiently and improved productivity while developing innovative approaches to the practice of law.
Coyne created a communications strategy built on the idea of fostering trust and collaboration within the Alliance and from which the team could showcase the advantages of PLA to internal stakeholders. Through the program the agency helped improve operational infrastructure by enhancing the quality and frequency of Alliance communications, inspired Alliance cohesiveness through relevant engagement opportunities that delivered value and ignited visibility for the Alliance, supporting the message of partnership and value advantage.
SHOPRITE PARTNERS IN CARING
Coyne PR helped raise awareness for ShopRite Partners in Caring, ShopRite’s hunger-fighting initiative, by creating events like Help Bag Hunger, a checkout program featuring local dignitaries and celebrities, and supporting co-branded initiatives from Cheerios (featuring ShopRite associates on Cheerios boxes) and Kraft (the New York Jets Taste of the NFL and the Taste of the Giants food tasting fundraisers).
RED ROBIN GOURMET BURGERS AND BREWS
After challenging all Red Robin restaurants to raise consumer satisfaction and quality of service metrics to a targeted score, Red Robin CEO Denny Post confirmed that if the goal was reached by the company’s leadership conference she would get a Billy the Burger Tattoo. Turns out she is a woman of her word and backing out of a challenge never crossed her mind.
MARY KAY ASH FOUNDATION
Cosmetic powerhouse, Mary Kay, Inc., called on Coyne PR to help raise awareness about domestic violence toward women, young and old.
Coyne PR created A Kiss for CountrySM – a philanthropic campaign designed to leverage the popularity of top country music artists through the online auction of their kisses. In 2007, with Martina McBride as the program’s voice, more than 30 country stars literally lent their kisses to the program that were auctioned off online, with all proceeds benefiting the Mary Kay Ash Charitable Foundation programs to end domestic violence. Coyne PR enlisted country music crossover star Jewel to help spread the word and generate media interest in the campaign – and a stunning 63 celebrities puckered up! Coyne PR and Mary Kay revealed these kisses in Nashville, the home of country music, at the Country Music Hall of Fame and Museum on the eve of “country’s biggest night,” the CMA Awards.
ARBY’S FOUNDATION
Arby’s turned to Coyne PR to help increase awareness and participation in its ‘Schools Out, Food’s In’ program that provides summer lunches to food insecure school children. The team secured national and local market stories across the country, driving awareness and increasing restaurant participation for the following year.
SEVENTH GENERATION
Million Baby Crawl
Seventh Generation called upon Coyne PR to launch the Million Baby Crawl, a grassroots program aimed to educate parents about the toxins in their homes and together, rally for a change on the current toxic chemical laws, which had not been updated since 1976. Coyne PR tapped famed environmental advocate Erin Brockovich to be the face of the campaign, which included a series of simultaneous local market events on the newly created “Crawl to Action Day,” as well as a full court press for traditional and social media.
The program generated more than 5,000 stories, including Us Weekly, USA Weekend, NY Daily News, The Huffington Post, TreeHugger and more.
Palm Oil Symposium
As the first consumer packaged goods company in North America to make a commitment to tackle the issue of destructive palm oil production, Seventh Generation announced a new initiative that will support responsible producers while adding an important additional measure of renewability to its best-selling products.
Coyne PR raised the issue with the creation of a sustainable palm oil symposium that took place during Natural Products Expo in Boston. The symposium brought together Emmy award-winning journalist Simran Sethi and featured Jeffrey Hollender, Chairman of Seventh Generation; Michael Besancon, Senior Global Vice President of Purchasing, Distribution and Marketing at Whole Foods Market; Leila Salazar-Lopez, Agribusiness Campaign Director of the Rainforest Action Network; and special guest Matilda Pilacapio, Papua New Guinea human rights activist, with consumers that were invited by Seventh Generation to join the conversation and learn about the issues surrounding palm oil production.
The Seventh Generation Palm Oil Symposium drew more than 60 event attendees with over 300 webcast registration and resulted in 60 stories in just two weeks.
The Responsibility Revolution
Seventh Generation looked to Coyne PR to position CEO Jeffrey Hollender as an expert resource and corporate leader in the categories of CSR, sustainability and green business and establish relationships with key writers and social media influencers. The Coyne team leveraged Hollender’s new book The Responsibility Revolution and developed a social media influencer campaign to secure widespread coverage by way of interviews, guest blogs, bylines, book reviews and ancillary posts for Jeffrey.
THE HERSHEY COMPANY
Hershey Moderation Nation
The Hershey Company turned to Coyne PR to create its first corporate health and wellness branding platform and a strategy to support the fact that chocolate can be part of a healthy, balanced diet. Coyne PR developed “Moderation Nation,” an enterprise-wide integrated health and wellness platform that combined the company’s legacy in wellness and consumer nutrition education with the clinical strength of the Hershey Center for Health & Nutrition and a three-year strategic collaboration with the American Dietetic Association (ADA). Moderation Nation launched with a first-of-its-kind offer for consumers.
The Hershey Center for Health & Nutrition would devote half a million dollars to covering the cost of consumers visits to registered dietitians. The campaign included in-store education programs with grocery chains, a mobile app to encourage and reward physical activity and a dedicated Moderation Nation online destination with health and wellness resources. The campaign generated more than 74 million media impressions, including placements with USA TODAY, Ladies’ Home Journal, Women’s Health and Prevention, as well as more than 40 broadcast stories.
Hershey Track & Field Games
Coyne PR utilized one of The Hershey Company’s biggest advocates – program ambassador and 10-time Olympic medalist Carl Lewis - to promote Hershey’s Track and Field Games National Finals Meet – the largest and longest-running free youth sports program in North America. The campaign quadrupled media coverage from the previous year, generating more than 140 million media impressions – including lengthy feature stories by the Associated Press, Sports Illustrated, USA TODAY, Runner’s World and SI For Kids.
HUMANA
Freewheelin
Coyne PR worked with Humana to debut Freewheelin, the largest single bike-sharing initiative to promote healthy living and healthy communities, by bringing 2,000 branded bikes to the Republican and Democratic National Conventions. The campaign generated hundreds of millions of media impressions; multiple national awards, including a PRSA Silver Anvil; and the attention of politicians and policy makers throughout the nation. As a result, Freewheelin has served as a model of bike sharing implementation for some of the country’s biggest cities, and established Humana as an innovative healthcare leader.
As part of Freewheelin, Humana and Coyne PR organized and capitalized on a Hispanic ride event at the Democratic National Convention in Denver called ‘Freewheelin con La Raza.’ Six Hispanic legislators from Texas, more than 30 members of the Lone Star state’s delegation and former San Antonio mayor and U.S. Housing and Urban Development secretary Henry Cisneros led ‘Freewheelin con La Raza.’
Humana Communities Benefit
Coyne PR revamped Humana’s signature CSR program, Humana Communities Benefi t, which grants local non-profi ts with funds to address community health. Coyne activated local communities and media with an online vote to rally behind their hometown nonprofi ts, all the while building affinity for Humana’s dedication to local non-profi ts.
National Senior Games
National Senior Games Humana partnered with Coyne PR to amplify its presenting sponsorship of the National Senior Games, the largest sporting event for people age 50 and older in the U.S. The Coyne team created the Humana Game Changers program to honor athletes who motivate and inspire seniors of all ages and abilities to live active, healthy lifestyles, generating hundreds of stories with local and national media and increasing consideration for Human’s Senior Products.
HARD ROCK INTERNATIONAL
Sustainable Biodiesel Alliance Launch
Committed to its “Save the Planet” motto, Hard Rock International partnered with Willie Nelson for the Sustainable Biodiesel Alliance, a non-profit organization founded by Willie’s wife Annie Nelson, biodiesel advocate Daryl Hannah and members of the biodiesel community to promote sustainable biodiesel practices.
Coyne PR and the Hard Rock team launched an event at Hard Rock Cafe New York in Times Square that featured locally grown produce, carbon offsets and green transportation for celebrities. The event linked Willie Nelson to other iconic music stars that have joined Hard Rock’s Ambassadors of Rock program and served as the official launch of the Sustainable Biodiesel Alliance.
The event garnered more than 227 million media impressions, including the New York Post, Chicago Tribune, Los Angeles Times, Fox & Friends and MTV.
Hard Rock Philanthropic Campaigns
Hard Rock International is governed by the motto “Love All, Serve All.” As agency of record for Hard Rock, Coyne PR has helped to raise both awareness and funds for Hard Rock’s various philanthropic campaigns, benefiting a variety of charitable organizations, including The Breast Cancer Research Foundation, WHY (World Hunger Year), Global Angels Foundation, The Philadelphia Soul Charitable Foundation, and Musicians On Call.
Hard Rock’s most successful and well received philanthropic campaigns are the annual PINKTOBER breast cancer awareness campaign, benefiting The Breast Cancer Research Foundation; the “Imagine There’s No Hunger,” campaign benefiting WHY; and the Signature Series T-shirt program, benefiting artists’ personal charities. Coyne PR coordinates unique media opportunities for each step of the campaign, which consists of a large-scale launch event, a product component and a series of live performances at local Hard Rock Cafes across the globe. Coyne PR works with talent, charity partners and Hard Rock executives to leverage their individual areas of expertise and find distinctive media niches for each.
PINKTOBER, “Imagine There’s No Hunger” and Signature Series T-shirts remain cornerstones of Hard Rock’s philanthropic agenda as a result of the great response the campaigns receive from media and consumers alike. Hard Rock International’s The campaigns have raised millions for Hard Rock’s charity partners, with that number continuing to grow each day. The campaigns received coverage in both local and national press including: “Good Morning America,” USA Today, Rolling Stone Magazine, InStyle Magazine, MTV, “EXTRA!,” People Magazine and Ok! Magazine, garnering more than 1.1 billion impressions for the Hard Rock brand.
Hard Rock Crisis
In 2003 Hard Rock International challenged Coyne PR with creating a global crisis communications strategy for Hard Rock’s 170 properties, including companyowned cafes, franchise cafes, hotels, casinos, bars and the Hard Rock Theme Park.
Coyne PR created a comprehensive guidebook, established team structures and protocols, implemented system-wide training sessions, executive media training, posters in every cafe, wallet cards for all managers of every cafe worldwide, and the creation of a toll-free hotline. To date, Coyne PR has handled more than 250 situations from natural disasters (Hurricane Katrina destroying the Hard Rock Hotel & Casino Biloxi), food recalls, employee issues, criminal activity and even celebrity deaths (Anna Nicole Smith).
PACIRA PHARMACEUTICALS
Coyne client Pacira markets Exparel, a non-opioid treatment administered during surgery that helps minimize or eliminate the need for opioids after surgery. While the opioid epidemic has become a mainstay topic in recent years, what’s not well known is that surgery has become an unintentional gateway to this tragic situation. Most patients – and many surgeons – are unaware they have choices when it comes to postsurgical pain management. Choices Matter is a national, multi-year, integrated communications campaign created by Coyne PR to educate, empower and activate patients, caregivers and physicians to proactively discuss postsurgical pain management, including non-opioid options, before surgery. The campaign included the following phases:
• Phase One of the campaign demonstrated that surgery had become an unintentional gateway to opioid use and dependence. Coyne fielded a national survey, introduced a dedicated website (www.planagainstpain.com) and identified spokespeople Gabby Reece (former professional volleyball player and recent knee surgery patient) and Dr. Scott Sigman, a board-certified orthopedic surgeon who served as the team physician for the U.S. Ski Jump Team to take part in a full-scale media relations campaign to raise awareness of the gateway issue. The team also produced, developed and distributed a PSA featuring Gabby and the non-profit group Shatterproof, encouraging dialogue between doctor and patient about non-opioid options.
• Phase Two of the campaign focused on the social and economic impact of opioid overprescribing following surgery. Through an analysis conducted by IQVIA (formerly IMS Health), Coyne developed The United States for Non Dependence, a comprehensive report that explored overprescribing, diversion and misuse of opioids related to surgeries. Grant Hill (NBA Hall of Famer) was enlisted as a spokesperson to share his different surgical experiences with both opioids and opioid alternatives; Dr. Paul Sethi, an orthopedic surgeon specializing in sports medicine, articulated the ramifications of overprescribing and those populations most at risk for opioid persistence. As a rallying call to action, patients and physicians were encouraged to take a stand against opioid overprescribing by signing a pledge for #onelesspill on www.planagainstpain.com.
• For Phase Three, Pacira hosted, along with the Partnership for Drug-Free Kids the, “Summit for Solutions,” where over 30 patient and professional advocacy groups attended an invite-only event that featured former Surgeon General, Dr. Regina Benjamin and a representative from the Office of National Drug Control Policy. Attendees were provided an exclusive first look at a new report, Exposing a Silent Gateway to Persistent Opioid Use – a Choices Matter Status Report. Groups in attendance included D.A.R.E, National Safety Council, The Kennedy Forum and The American Public Health Association. To further the story and drive branded coverage through a surround-sound campaign, Coyne launched 45+ regional media tours securing more than 250 placements in local media outlets, and worked to ensure Pacira was a part of the news-of-the-day opportunities, ranging from the risks of opioid dependence to removing leftover pills from the home.
• For Phase Four, Pacira and Coyne PR set out to find real people with real stories to humanize the surgical gateway storyline and demonstrate the struggles such as addiction and dependence that can be caused by legal opioid prescriptions when the dangers of these medications are not understood. The result was a deeply moving 40-minute documentary titled GATEWAY, which premiered in NYC on October 16 at an invite-only screening for advocacy groups and media. A panel discussion among our storytellers followed the screening and was moderated by the highly influential recovery activist and author – Ryan Hampton. A national PSA was also issued in partnership with the Community Anti-Drug Coalitions of America (CADCA), the nation’s leading substance abuse prevention organization.
To date:
• Choices Matter has garnered more than 2.5 billion media impressions, including Good Morning America, USA Today, Forbes, Washington Post, Shape, GQ, Huffington Post and U.S. News & World Report.
• There have been more than 375,000 visits to the website and over 4,700 downloads of Pacira’s doctor discussion guide.
• While Choices Matter is non-branded, the program is regularly mentioned as part of the company’s quarterly earnings calls and has helped support sales/product adoption since the campaign launch.
• The original data elevated Pacira’s gateway story, securing CEO Dave Stack a seat at the President’s Commission on Combatting Drug Addiction and the Opioid Crisis, where he shared this research with the group. This meeting provided an opportunity to host former New Jersey Governor Chris Christie at Pacira’s headquarters (in Parsippany) to discuss the surgical gateway and how access to non-opioid options can help mitigate the epidemic. These meetings were imperative to ensuring non-opioid options were included in the final recommendations presented to President Trump in November 2017.
• Notably, we believe that the campaign played a role in the CMS reinstating a unique, product-specific billing code for coverage in Ambulatory Surgery Centers starting January 1, 2019.
• The film GATEWAY has become a go-to resource for Pacira and its partners, as the film was shared internally and externally to raise awareness of surgery as an inadvertent gateway to opioid addiction and dependence. Most importantly, the film solidified Pacira’s commitment to providing non-opioid options to patients and physicians to help turn the tide of the national epidemic.
BAYER ANIMAL HEALTH
Every year, Bayer Animal Health hosts the International Companion Vector-Borne Disease (CVBD) Symposium, which invites a group of scientific thought leaders to discuss the current CVBD findings as well as future trends. CVBD refers to diseases that are transmitted to pets by blood-feeding ectoparasites like ticks, fleas, mosquitoes and sand flies, such as Lyme disease, heartworm disease, Rocky Mountain spotted fever, babesiosis and leishmaniasis.
While considered a growing global threat in the veterinary community, the level of consumer awareness of CVBD in the U.S. remains low. To create mass awareness for such a complex topic, Coyne PR proposed explaining it in a way that even a child could understand – through a partnership with the iconic Clifford the Big Red Dog®.
Coinciding with the annual symposium, Bayer Animal Health created a custom, limited-edition distribution of Clifford Goes to the Doctor, a story that teaches children how to properly care for their pets, including tips for families on how to prevent fleas, ticks and mosquitoes. Coyne arranged for Bayer and Clifford the Big Red Dog to visit the Coral Park Elementary School in Miami for a special reading in conjunction with the symposium and for students throughout the Miami-Dade School District to receive copies of Clifford Goes to the Doctor. Coverage for the Clifford partnership and symposium spanned national and regional outlets focusing on pets, parenting and general lifestyle including a segment on NPR and a feature story in the Miami Herald.
About Coyne PR
Coyne PR was named 2019 North American Creative Agency of the Year by the Holmes Report. We view creativity as a cornerstone for all we develop for clients at Coyne. It is not only big events or major campaigns that require breakthrough creative thinking, but also every part of our business – from message points, to managing a crisis, to a social post. We pride ourselves on thinking of every possible scenario and option before selecting or recommending the perfect approach.
Founded in 1991, we have grown to become one of the Top 20 Independent PR Firms in the United States with a reputation for hard work and a solid dedication to client service. Our integrated approach and capabilities to effectively convey messages across earned, shared, paid and owned media for our clients have garnered more than 1,000 industry awards.
We’re proud of our client roster, which includes many of the most respected companies in the world such as Hard Rock International, Shell Oil, Fiat Chrysler Automobiles (FCA), Pfizer, VTech and Beam Suntory to name-drop a few.
Our Mission Statement
“Our mission is not to be the best agency in America, but the best one to work for If we are the best place to work, we will get the best people. If we have the best people, we will get the best clients. If we have the best people and clients, how can we not be the best agency in America?”
