JACKSON SPALDING HITS THE ROAD AS MEDIA RELATIONS PIT CREW FOR THE CHICK-FIL-A KYLE PETTY CHARITY RIDE ACROSS AMERICA

Client:

Assignment:

The Chick-fil-A Kyle Petty Charity Ride Across America selected Jackson Spalding to launch a campaign to raise awareness of the Ride within the general public and the communities along the 2008 route through proactive media relations, social media and community outreach. Two Jackson Spalding team members traveled the 7-day route spanning 3,000 miles from Traverse City, Mich. to Savannah, Ga. to handle media and community relations. Riders made overnight stops in eight markets and visited 26 "pit stop" locations along the Ride route.

Strategy/Implementation:

Jackson Spalding targeted print, radio and broadcast
outlets in 10 primary markets along the route with pre-event outreach and added the 26 pit stop markets. For events at 8 overnight stops, the team also engaged celebrities, dignitaries and local fans. Via Facebook and MySpace, Jackson Spalding cultivated an online network of friends to engage fans in the Ride - some of whom attended events at the overnight and pit stops. Each day, the Ride was chronicled through photos and a blog entry posted to the sties.

Results:

When the checkered flag waved, Jackson Spalding's aggressive and comprehensive 3,000-mile media relations efforts had garnered 80 print placements that totaled 23 million impressions. Broadcast coverage included more than 30 radio interviews and 140 TV placements, notably an exclusive CNN interview with Kyle Petty during the Ride's stop in Atlanta. The online community totaled 1,000 Facebook friends and 1,400 MySpace friends. Jackson Spalding also piloted a new grassroots initiative as part of the Ride. Fifteen teams in seven states signed up for the Charity Ride Dream Team Challenge, and the eight teams in official test markets in Michigan and North Carolina raised $12,000 for Victory Junction, the camp that benefits from proceeds of the Ride. Jackson Spalding received positive feedback from Petty Racing, Kyle Petty Charity Ride, Inc. and Chick-fil-A, Inc.