Public Relations: Coburn Communications and AARP
Dec 1, 2008
As everyone knows, sex sells. It also can create a ton of buzz, as the editors of AARP The Magazine learned when they put a photo of a topless-appearing Jamie Lee Curtis on the cover of its May/June 2008 issue.
The story, along with a carefully orchestrated public relations campaign crafted by Coburn Communication and AARP, was designed to create media attention about the just-turned-50 actress and to use her as a symbol of those who are embracing the aging process.
Moving beyond a provocative picture, the team prepared targeted press releases with the catchy headline: "Va va va Boomer." The releases went on to issue a call to action for men and women to approach aging with openness, intellect and a sense of humor. Coburn and AARP also worked with media outlets including the Associated Press, People magazine, Entertainment Tonight and CNN Showbiz Tonight to "break" the story with various exclusive angles.
And the rest, as they say in Hollywood, is history. Over two weeks, the story appeared in more than 28 newspapers, on The O'Reilly Factor and Good Morning America and a host of other TV shows.
Three weeks after the cover hit newsstands, Curtis appeared on The Oprah Winfrey Show and was featured in a Saturday Night Live skit. After the dust settled, the public relations campaign racked up more than 370 placements in the U.S. and Europe. Not coincidentally, AARP The Magazine's brand and positive message were electrified.
"The perception of the AARP brand has evolved, and it resonates with people and the mainstream media differently than it did a generation ago," said Adam Sohn, director of media relations at AARP. "With features on everything from The Oprah Winfrey Show to Saturday Night Live to People magazine in just two short weeks, we had millions of Americans feeling prouder and sexier than ever to be 50-plus."
For more Buzz Awards Coverage coverage:
2008 Buzz Awards Winners
Millions Are Talking: Do you know who is creating the buzz?
Grand Prize Winner: McDonald's Brave New World
Event Marketing: ABC Domestic TV, Dr. Scholl's for Her
Online: Proximity Canada, Alka-Seltzer
Viral Marketing: Goodby, Silverstein & Partners, Adobe Creative Suite
Music: The Marketing Arm, AT&T
Outdoor/Out-of-Home: Butler Shine Stern & Partners, MINI Cooper
Print: Fallon Minneapolis, Sci Fi Channel
Radio: OMD, Visa
Reality TV: Mediavest Worldwide, Herbal Essences
Scripted Television: R&R Partners, Valley Metro
Social Media: OMD, McDonald's
Sports: Mediavest, Sprite
Wireless: Moxie Interactive, FOX Studios/Jumper
Integrated Campaign: Campfire, Verizon/a>
Public Relations: Coburn Communications and AARP
User-Generated: Catapult Marketing, Pedigree
Film/Movie: Davie Brown Entertainment, Mountain Dew
Buzz People's Choice Awards