Dittoe PR Secures More than 200 Media Placements in Q1 2021 for Atlas Van Lines’ Latest Migration Study

The Challenge

Leading mover Atlas® Van Lines has conducted its annual Migration Patterns Study since 1993, tracking the nation’s interstate (between states), cross-border (U.S. to Canada only) and international (between countries) moving patterns. The launch of Atlas’ latest migration study in January 2021 marked the 10th consecutive year Dittoe Public Relations has been tasked with analyzing and pitching the study’s findings to the media.

Because of its longstanding status, Dittoe PR is challenged each year to identify new, stand-out storylines that propel journalists to tell relevant national and localized stories with the data. An added challenge is the moving data can’t be pulled until late December each year, meaning our agency operates on a quick turnaround time to analyze the findings and generate all supporting press lists and press materials ahead of the Jan. 1 launch day each year.

Our Solution

Because we only had access to the latest data for a brief period of time before outreach needed to begin, Dittoe PR was extremely proactive in researching potential pitching targets months in advance. Throughout 2020, we closely followed national storylines discussing the economy, real estate market and consumer behavior in connection to COVID-19. We knew the comprehensive 2020 moving data we’d have to share would add meaningful context to these continued storylines assessing pandemic happenings and trends.

And while it’s no secret Dittoe PR loves a coveted national media placement, we are aware of the tremendous value in localizing stories, especially since Atlas Van Lines has network moving agents in every state across the country. Because we had 2020 migration data specific to each state, Dittoe PR identified and personalized pitches to hundreds of local media outlets showcasing exactly what the data was, what it meant, and how it compared to their migration data in years past. Although much more time intensive, we were able to amplify Atlas’ study to even more potential customers and clients.

Results

    • From Jan. 1 – March 31, 2021, Dittoe PR’s efforts resulted in 208 earned media hits, $8.3 million advertising equivalency and 880 million media impressions.
    • Media hits to date for this year’s study to represent a 201% increase over last year.
    • Nationally, in that brief period, we generated coverage for the Atlas Van Lines Migration Patterns Study in Wall Street Journal (print + digital), CNN, Forbes, Cheddar and more. 
    • By localizing storylines and tailoring individual pitches to hundreds of local journalists in the U.S., we landed stories with local dailies and business journals like the Orange County Register, New Hampshire Union Leader, Lincoln Journal Star, Crain’s Chicago Business and Columbus Business First.
    • Dittoe PR successfully secured local broadcast segments citing the study’s findings throughout the country, in markets like San Francisco, Chicago, Boston, Columbus, Omaha and more.
    • Across the relocation and real estate spaces, our team secured placements in Realtor Magazine, The Real Deal, Mobility Magazine, The Mover and more.

Our work for Atlas Van Lines’ Migration Patterns Study doesn’t end after successful 90-day results. Dittoe PR will continue to utilize the data to target additional relevant reporters and capitalize on newsjacking opportunities to ensure we get the most traction possible until year’s end.

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