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Project:
Take Action for Healthy BP Tour
Client:
Ruder Finn, New York
Novartis, East Hanover, NJ
Overview:
As part of their worldwide effort to educate the public on the benefits of healthy blood pressure levels, Novartis partnered with the American Nurses Association to help spread the word. In addition to significant print and television advertising, a campaign-style bus tour was planned to visit 10 markets nationwide.
Production Plan:
While Eventage began the exterior design on the luxury coach bus, calls were made to venues in each of the nine markets to secure locations. The target markets included Philadelphia, Boston, Minneapolis, Seattle, Los Angleles, Phoenix, Houston, Tampa, Atlanta and New York. Eventage secured high-traffic public venues like Copley Square, Seattle Center, Hollywood and Highland, the Mall of America and the South Street Seaport.
After an appearance on the Today Show to kick off the tour, the Healthy BP Bus was on its way to its first city. At each venue, local ANA nurses would conduct blood pressure screeenings for the general public and offer advice on how to maintain a healthy BP level. The set was designed with the wrapped bus as a backdrop and included three branded tents, tables with linens, chairs, a stanchion queue, sound system and privacy walls for each screening area.
An Eventage Tour Manager coordinated operations on-site in each city. Three local staff people were also secured in each market to assist with line management, general logistics and to act as brand ambassadors. In larger and key markets, additional management support from the Eventage office in New York was on-site to assist.
Results:
Over 5,000 people had their blood pressure checked during the course of the tour. Media coverage was substantial, generating over 100 million impressions, including 3 million print, 4 million radio, 7 million TV and millions more online. Local television stations in most markets sent reporters to the event site to have their own BP checked and interview ANA representatives and members of the public.
Client
Feedback:
"The American Nurses Association's Take Action for Healthy Blood Pressure Tour was quite a success! We enjoyed working with you and your team and look forward to working with Eventage again soon." - Rum Ekhtiar, Vice President, Ruder Finn
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