Culver Public Relations worked with Starbuck’s Houston stores to produce and execute a holiday marketing and communications campaign to generate awareness of the brand and holiday product lines. Coverage and tactics included:
Beverage drops to Houston’s Cox and Clear Channel radio stations focusing on the holiday trio and the Cheer Pass to tie with World Kindness Day. Beverages and pastries were delivered to five stations. On airs were gained with two stations resulting in 89,200 impressions and $1,937.82 in public relations value.
The Joy Drive Partnership with KHOU-TV (CBS) kicked off with a public service announcement airing November 29 which was filmed in a Houston Starbucks. The PSAs continued running on air throughout various day parts. Website advertising ran periodically throughout the campaign. The campaign generated 2,437,720 impressions and $53,204.43 in public relations value.
The “Stockings by the Fire” CD was featured in a Houston Chronicle holiday CD round up article December 14. The favorable review of the CD was seen by 508,097 households giving Starbucks $8,658.99 in public relations value.
The December issue of 002 Magazine featured the Sirena Espresso Machine, whole bean Christmas Blend gift pack and gift cards in their Holiday Gift Guide section as great presents to give. The public relations value was $12,188.40 making 6,267 impressions.
Jones Magazine’s Winter 2007-2008 issue included the Holiday trio as an Editor’s Pick in their “Jones Gift Guide”. The holiday beverages were called “Liquid Christmas.” The artwork and positive copy were at the top of the page under a banner reading “Covet” on the first page of the gift guide section. The coverage succeeded in making impressions in 66,267 consumer households, earning $12,188.40 in public relations value.
ReviewIt! Magazine featured several holiday gift items including whole bean Christmas Blend gift pack, Taste of Tazo Holiday Samplers, Holiday Traveler mugs, and Bearista Holiday Bears. The magazine reaches more than 2,000 consumer households earning $2,160.00 in public relations value.
Several partners drove high traffic areas of Houston with magnetic red cups on the roofs of their cars to highlight the Cheer Pass initiative and ItsRedAgain.com. Good Samaritans who stopped the cars to make them aware of the cups on their roofs were rewarded with Cheer Pass coupons. The Houston Business Journal ran a brief about the Magnetic Red Cup campaign carried out by the Houston team. The brief made 30,976 impressions in print and website presence and $3,627.48 in public relations value. Houston Press wrote a brief on their blog resulting in 1,425 impressions and $870.15 in public relations value.
KRIV-TV (Fox) agreed to develop a features segment using the Magnetic Red Cups in the Buffalo Speedway store parking lot. Acting District Manager Ryan Wicker drove through the parking lot with the magnetic red cup on the roof of his car. Pedestrians stopped the car to let Ryan know he left his cup on top of the car. The Good Samaritans who came to his cup’s rescue were rewarded with Pass the Cheer coupons. KRIV-TV filmed several different Good Samaritans and interviewed them about their good deeds. Pass the Cheer passes and ItsRedAgain.com were highlighted on the station’s website with an active link to the video. Fox’s national news desk picked up the segment and ran it on the Fox News Network. Over 1 million impressions with Fox were gained (1,064,836) with $33,315.87 in public relations value.
Starbucks was a featured guest on Great Day Houston, the KHOU-TV, CBS affiliate morning show. Fred Stewart, district manager, walked host Whitney Casey through a segment with a focus on Starbucks coffees paired with traditional Holiday menus and transitioned into the customized Starbucks card and holiday gifts. Almost 40,000 (39,906) consumer households were treated to the informative segment, with $8,706.00 amount of public relations value gained.