DWJ Television was hired by Fleishman-Hillard, on behalf of the Center For Marine Conservation, to produce a three-hour national satellite media tour to promote the 15th annual International Coastal Cleanup Day (Sept. 16, 2000). DWJ produced a remote media tour from Washington Harbor in Washington, D.C. and edited the generic B-roll package of beach cleanups.

OBJECTIVES:

Almost 1 million volunteers in more than 100 countries were expected to tackle the problem of marine debris. DWJ's objective was to bring media awareness to the Saturday cleanup in the U.S. In 1999, volunteers cleaned over 11,000 miles of beaches, oceans and waterways, collecting almost 8.5 million pounds of trash.

DWJ conducted a satellite media tour from the Washington Harbor, which provided an exciting visual backdrop to help promote Coastal Cleanup Day. Interviews were conducted with Roger T. Rufe, Jr., President & CEO of the Center For Marine Conservation, and Colleen Haskell, voted America's favorite "Survivor." DWJ provided a generic interview and B-roll feed during the tour and the following day.

The SMT was pitched to broadcast and cable news networks and affiliates in the top 25 television markets. Colleen's Haskell's celebrity status enabled us to book a CBS Newspath interview, which was fed to over 212 CBS station affiliates, as well as exclusives with Access Hollywood and WUSA-TV in Washington, D.C. (who ran the story live). We also targeted NBC, Fox and CNN, and lined up live radio interviews with CBS Radio Network, CNN Radio and Talk Radio Network. Statistics about Coastal Cleanup Day were posted on www.dwjtv.com.

The SMT achieved 231 airings and almost 27 million viewers, with airings on NBC Later Today, Fox News Network, MSNBC, CNN, Access Hollywood and most of the top 20 markets. The advertising equivalency for this project was over $750,000.

"DWJ's placement staff did an exceptional job booking our satellite media tour to promote the 15th Annual International Coastal Cleanup Day for the Center for Marine Conservation. The addition of Colleen from "Survivor" undoubtedly made this project hugely successful. We appreciated the national bookings on NBC Later Today, Fox News Channel, Access Hollywood, CBS Newspath, Talk Radio America, CBS Radio Stations -- and key target markets in New York, Los Angeles, Miami and others. More than 230 airings and 27 million viewer impressions -- and probably a million dollars in earned media is phenomenal. Your production crew did an outstanding job picking a beautiful location at the Washington Harbor and the production was first-rate. The three-hour tour went off without a hitch."