Cox Communications teamed up with the New Orleans Tourism and Marketing Corp. to create “Fall In Love with New Orleans All Over Again” ads to run on Cox systems across the country.  Cox New Orleans then challenged cable providers across the country to run the spots, and the industry donated $12 million in advertising time.  To announce this initiative, Cox created and implemented a satellite media tour with more than 70 radio and television outlets nationwide that led to more than 52.4 million impressions reaching 18.3 million people for a 70 to 1 return on investment for Cox.  This campaign is estimated to bring more than $1.3 billion in tourism revenue for Louisiana.

Time Warner Cable partnered with the Country Club Plaza, one of the country’s first retail destinations and Kansas City’s crown jewel, to launch Road Runner Speed Zone.  The Road Runner Speed Zone is a continuous Wi-Fi connection to the entire 15 block outdoor area of the Plaza.  While Time Warner Cable has built several other “hot spots” around Kansas City, this is the first time it built an entire wireless mesh network.  The objective was to draw positive media attention and increase use of Road Runner high speed online product.  The campaign placed 62 print and broadcast placements that included multiple stories in the major daily newspaper and all four network affiliates.

Comcast’s Eastern Division employed a holistic PR plan to spur awareness of its substantial commitment to locally-relevant and community-focused programming through video on demand.  “Get Local” On Demand delivers an important public service.  As a result of heightened visibility in the press, customers, elected officials and organizations embraced Local VOD, resulting in bolstered viewership and a groundswell of participation.  Locally-generated programming continues to expand and the Division is on target to reach 12 million Local VOD views by the end of 2007, exceeding its goal by two million.  The underlying message to the community is clear:  “Get Local” On Demand is important for many reasons and, most significantly, it’s the right thing to do.

The campaign’s media goal this year was to increase awareness of Let’s Just Play on a national level with a strong focus on local market media, as well as drive tune-in and increase registration for the Let’s Just Play Go Healthy Challenge.  Nickelodeon wanted Let’s Just Play to stand out as the health and wellness initiative for kids and position it as creating a movement among its audience.  The network kicked off the campaign with a segment featuring the Go Healthy Challengers and President Clinton on the April 26 Rachael Ray Show.  Press coverage from April to September 2007 generated more than 185 million media impressions, and 500,000 kids pledged to “go healthy”.