We at AD-SUCCESS have produced materials that have given our client Lextran positive press for the marketing materials themselves, in addition to, the client news.

This can only happen with campaigns that feature involvement.

For example, past "singing bus driver" campaigns have had coverage on the local TV stations (even to the extent of showing the commercial) and the front page of the Herald Leader local news section. National news magazines such as Mass Transit, Passenger Transport and Bus Rider Magazine covered the campaign and its effectiveness. There was also coverage in Lexington's local business publication The Lane Report. The involvement in this campaign is that it actually had Lextran bus drivers in the lead roles. The community was fascinated and so was the press.

The Zbus promotion, which was the national recipient of a 1999 PRSA Award (East Central District), was both unique and effective. It brought week-long coverage from not only the radio station involved, but also all four local television stations. The secret here again was involvement. A charity, a radio station, an attention getting idea and a bus system came together when a local D-jay lived on the bus for a week.

The most recent campaign, LexMiles, was a parody of a well-known television series - the X-Files. The concept was translated so well that 3 of the four TV news stations played portions of the spots, as well as, covered the key messages. It had coverage on the front page of the Herald Leader local news, as well as, coverage in the Nation's Cities Weekly, The Lane Report, and the national Bus Rider Magazine. Post surveys showed a 76% awareness of the marketing campaign and great recall on the campaign's key messages.

Bringing together new ideas surrounding by local involvement is the key. Our work with the bus system has been successful, not only in gaining positive press coverage over the past years, but also, our yearly pre and post surveys which give solid accountability to the campaigns.

Public relations works…but it takes a lot of work.

Involvement is one key I have found.