How Do You Hydrate? Dittoe PR Supports Lonely Whale’s Latest Campaign, Starting in Manhattan

When it comes to recruiting media to client events, Dittoe PR is no stranger. So when clients Lonely Whale and Vita Coco tasked us with getting top tier media out to Lonely Whale’s pop-up Museum of Plastic in Manhattan, New York, we were up for the challenge.

In September 2017, we organized a press conference for Lonely Whale’s Strawless in Seattle campaign, and we were thrilled to have the privilege of serving as the ocean health leader’s PR partner for their latest massive movement.

The campaign
The Museum of Plastic was the culmination of Lonely Whale and Point Break Foundation’s new Question How You Hydrate campaign, which empowers consumers to choose and champion sustainable alternatives to plastic water bottles. To combat the reality that a whopping 500 billion plastic water bottles are used around the world annually and by 2050, the ocean is expected to contain more plastic than fish (by weight), Lonely Whale launched three components within Question How You Hydrate:

  1. The campaign PSA featuring Zooey Deschanel, Aquaman Jason Momoa, Lonely Whale Co-Founder Adrian Grenier and more, committing to stop using plastic water bottles and challenging others to do the same; and
  2. The social media challenge #HydrateLike that asks individuals, organizations and brands to pledge their commitment to remove single-use plastic water bottles from their daily routines and replace them with sustainable alternatives, such as reusable bottles, household cups or aluminum cans; and
  3. The pop-up Museum of Plastic, which incorporated brand collaborators HP, S’well, Ever & Ever and attn:.

To support Lonely Whale’s campaign, the makers of leading coconut water brand Vita Coco introduced new aluminum canned water brand Ever & Ever as a sustainable alternative to plastic water bottles for consumers on the go and partnered with Dittoe PR to promote the new product. (We recently bought Ever & Ever for the office and we can’t stop raving about them!).

Our strategy
Our approach to announcing the launch of a new campaign, PSA, pop-up museum and new product was multi-faceted: Pitch media under an embargo, arrange one-on-one media sneak peeks at the Museum of Plastic before the evening launch party and target multiple media audiences who would be interested in this news, including local NYC where the museum was launching, national consumer, conservation, beverage trade, advertising and marketing trade and more.

Other tasks we took on for the Museum of Plastic launch event include creating and overseeing the very detailed run of show; managing all party RSVPs; supporting Lonely Whale and Ever & Ever onsite; assisting in coordination of speeches for the event for Lonely Whale Executive Director Dune Ives, Adrian Grenier and the President of the United Nations General Assembly; collaborating with museum partners HP, S’well, attn: and event and PR agencies; and creating press releases, messaging documents, a media advisory and a fact sheet.


The embargo for stories about the campaign and the Museum of Plastic lifted the week the museum opened to the public, and it was so effective that thousands of New Yorkers visited the museum in the five short days it was open!


The (highly anticipated) results
The Museum of Plastic launch event was a full house with 291 guests (capacity of space was 275), including notable VIPs Hayley Law, Riverdale actress and singer; Nev Schulman, host and executive producer of MTV’s Catfish; Paige Alms, Hawaiian big wave surfer and many more. Dittoe PR secured media attendees from nearly 20 influential media outlets, including Good Morning America, CBS This Morning, Fast Company, The New Yorker, Business Insider, BuzzFeed, Cosmopolitan, HuffPost, NowThis and more.

In just two weeks, we had over 100 pieces of media coverage about Question How You Hydrate, Ever & Ever and the Museum of Plastic in our identified key target media markets. Our digital media monitoring tool Trendkite reported that Ever & Ever had 97% share of voice in the media compared to other aluminum canned water competitors. Google Analytics showed us that there was an influx of website visitors to Lonely Whale’s website on our media embargo lift date.

We are so proud to have contributed to an incredibly successful campaign, product launch and museum opening. Question How You Hydrate makes a real difference in the world, and we’re continuing to challenge ourselves, colleagues and friends to #HydrateLike the future depends on it and remove plastic water bottles from our lifestyles! Will you join us?

Pitching 101: Media advisories, press releases and more

Being a young professional in the industry, many of my closest friends and family still don’t understand exactly what public relations and media relations consists of. To keep the conversation short and sweet, I describe my profession as “emailing reporters and asking them to cover my client’s story,” which isn’t technically wrong. But it’s also so much more than that.

 

From drafting media advisories and finalizing press releases, to tailoring the perfect email pitch to the lifestyle reporter, my job can get pretty hectic!

 

In order to get coverage for a client, these tactics are the most important pieces to the media relations puzzle. Check out the most common – and successful- tools for pitching your ideal reporter below:

 

Press release

A press release, also commonly referred to as a news release, is a PR professional’s greatest asset and tool (besides the AP Stylebook!). A press release is a short, compelling news story with statements from the company that outline the most important details of an announcement. A few examples that warrant a press release include:

 

  • Moving to/opening a new location
  • Announcing a new product or service
  • Announcing a key new hire or promotion
  • Winning an award
  • Company rebrand
  • Promoting an upcoming event

 

Press releases are written with the intention of sending to members of the media. Yes, sometimes they can be housed on a company website, but the sole purpose is for the media to pick one up and decide to cover the announcement in an upcoming broadcast or draft a story online or in print.

 

Media advisory

A media advisory is not a press release and the intent is actually different, too. A media advisory is written for the media, but it’s used to make them aware of your announcement, and hopefully to cover it, too! Media advisories work best for events, press conferences or grand openings. It’s common that an event might warrant both a press release and a media advisory, if it’s important enough.

 

The best media advisories should include the “5 W’s” or the who, what, where, when and why of the event. If your advisory is lacking any details or information, it’s likely the reporter won’t take the time to reach out and ask for clarification.

 

Basic pitch

Believe it or not, sometimes your email to a reporter doesn’t have to include a release or an advisory. If you have something newsworthy for a client, but you’re not necessarily inviting them anywhere or it doesn’t warrant a release, you also have the option to simply draft the perfect email and hit send. It’s a great, quick and easy way to get your client’s name out there without spending hours on creating an extra deliverable.

 

If you decide to send a pitch, personalize it! Depending on who you’re pitching, reporters can get upwards of 500 emails each day. So, make your pitch stand out against the rest.

 

A few ways to do this include using catchy emojis or their first name in the subject line. Personalize your email further by finding out what the reporter enjoys or what they typically write about and tying it into your intro. I like to visit reporters’ Twitter accounts to gain insight before hitting send. Whatever you do though, make sure your pitch is filled with information and leave nothing to the imagination.

 

Hopefully I’ve given you enough basic information to get you started. Remember, include all the details, make it unique, make it personal, and you’re bound to have luck! Just keep pitching.

 

Need help drafting your next press release? Looking to get results for your next company announcement?  Contact Lauryn Gray at lauryn@dittoepr.com to set up a consultation today!

Ironworks Hotel Indy Celebrates Second Annual Ironworks Social

Recently, we assisted the Ironworks Hotel Indy in transforming their property from a hotel to a thriving outdoor festival for the second annual Ironworks Social event.

 

On Saturday, September 15, we celebrated the hotel’s first year in operation by hosting an event filled with live music, top-rated food and interactive activities for guests and their furry friends. The annual Ironworks Social event attracted hundreds of visitors and countless dogs while also raising thousands of dollars for the Humane Society for Hamilton County.

 

Guests enjoyed delectable menu items along with hand-crafted cocktails, beer or wine from Ironworks Hotel and Ironworks at Keystone restaurants. Food was available from Ruth’s Chris, Sangiovese Ristorante, Blue Sushi Sake Grill, Rize Restaurant and Provision, and libations from Tito’s Handmade Vodka and Daredevil Brewing Co. were available for purchase.

Indianapolis’ favorite Bluewater Kings Band and Chicago-based No Alternative Band also performed their own sets on stage, and guests were able to sing and dance the day away. Attendees could also receive complimentary mini-massages from Massage Heights Ironworks, wellness advice from Club Pilates, fitness tips from Orangetheory Fitness, purchase products and discuss civic sustainability with People for Urban Progress, make candles with Penn & Beech Candle Co., and learn more about Bottleworks Indy. One lucky attendee walked away with $1,000 of giveaway products from the in-kind donations of participating vendors.

 

The Humane Society for Hamilton County was also present with adoptable dogs and gourmet dog treats from A Dog Bakery for pups to enjoy. Along with the money raised, a few furry friends found their forever homes, too.

 

Thanks for celebrating the first birthday of Ironworks Hotel with us, Indy! We’re already looking forward to next year and can’t wait to see you again.