| JOHNQUINN |
CASE STUDIES:
To mark the 20th anniversary of the fall of
the Berlin Wall, ABC 7 created a multi-
platform ad campaign to raise public
awareness of one of the most profound
events of the 20th century. The campaign
included production of a thirty-second spot
featuring clips from Presidents Reagan,
Obama and Kennedy speaking in Berlin, a
four-week (October-November) broadcast
schedule on ABC 7, and inclusion in 20,000
calendars and on the wjla.com “Global
Community web page for 52 weeks. The
German flag linked to germany.info. The
Global Community campaign has delivered
a total of 7,276,544 gross impressions.
the Berlin Wall, ABC 7 created a multi-
platform ad campaign to raise public
awareness of one of the most profound
events of the 20th century. The campaign
included production of a thirty-second spot
featuring clips from Presidents Reagan,
Obama and Kennedy speaking in Berlin, a
four-week (October-November) broadcast
schedule on ABC 7, and inclusion in 20,000
calendars and on the wjla.com “Global
Community web page for 52 weeks. The
German flag linked to germany.info. The
Global Community campaign has delivered
a total of 7,276,544 gross impressions.
The German Embassy asked ABC 7 to
create an ad campaign to raise public
awareness of how the heroic efforts of the
United States and her Allies saved more than
2 million men, women and children in Berlin.
The story of the Berlin airlift is one of
ingenuity, sacrifice and gratitude. It is the
story of men and women whose heroic
efforts saved a city, and whose lives were
shaped by this intense time. The multi-
platform campaign included a broadcast
schedule on ABC 7, radio spots and
promotion on politico.com. The 12-week
campaign was seen by 6,155,026 people on
an average of 3 times. The web component
on wjla.com generated 3,877,026
impressions with over 15,000 “click-
throughs” to the Embassy’s web site.
create an ad campaign to raise public
awareness of how the heroic efforts of the
United States and her Allies saved more than
2 million men, women and children in Berlin.
The story of the Berlin airlift is one of
ingenuity, sacrifice and gratitude. It is the
story of men and women whose heroic
efforts saved a city, and whose lives were
shaped by this intense time. The multi-
platform campaign included a broadcast
schedule on ABC 7, radio spots and
promotion on politico.com. The 12-week
campaign was seen by 6,155,026 people on
an average of 3 times. The web component
on wjla.com generated 3,877,026
impressions with over 15,000 “click-
throughs” to the Embassy’s web site.
ABC 7 was tapped by the Embassy of
Kazakhstan to produce a campaign that
coincided with President Nazarbayev’s visit to
the United States. The campaign’s objective
was to educate the public about Kazakhstan,
the nation’s leadership role in Central Asia and
its progress as the country moves towards a
more democratic society. The on-going
objective is to dispel false stereotypes and
focus on the people of the “real” Kazakhstan.
In addition to a 15-minute historical DVD that
was distributed to Colleges and Universities,
ABC 7 produced a 30-second spot that
received much publicity on all 3 major
networks. Kazakhstan in fact was an answer
on the popular syndicated “Jeopardy!” during
the campaign. The 2-week campaign was
seen by 3,050,000 people on an average of 3
times. The Embassy’s web site received 8,000
visitors during the campaign.
Kazakhstan to produce a campaign that
coincided with President Nazarbayev’s visit to
the United States. The campaign’s objective
was to educate the public about Kazakhstan,
the nation’s leadership role in Central Asia and
its progress as the country moves towards a
more democratic society. The on-going
objective is to dispel false stereotypes and
focus on the people of the “real” Kazakhstan.
In addition to a 15-minute historical DVD that
was distributed to Colleges and Universities,
ABC 7 produced a 30-second spot that
received much publicity on all 3 major
networks. Kazakhstan in fact was an answer
on the popular syndicated “Jeopardy!” during
the campaign. The 2-week campaign was
seen by 3,050,000 people on an average of 3
times. The Embassy’s web site received 8,000
visitors during the campaign.
ABC 7 created and produced a thirty-
second PSA for the Eldercare Locator
program. The campaign, referred to as
“Nationwide” aired on ABC 7 from April 27
through May 23, 2009. The objective of the
campaign was to create public awareness
for Eldercare Locator by directing the older
segment (persons 55+) and their
caregivers (persons 25-54) of ABC 7’s
weekly 2.4 million viewers to call the
Eldercare Locator’s phone number to learn
more about services available for older
adults from coast to coast. As a result, n4a’
s call volume increased by 70% while their
PSAs aired on ABC 7.
second PSA for the Eldercare Locator
program. The campaign, referred to as
“Nationwide” aired on ABC 7 from April 27
through May 23, 2009. The objective of the
campaign was to create public awareness
for Eldercare Locator by directing the older
segment (persons 55+) and their
caregivers (persons 25-54) of ABC 7’s
weekly 2.4 million viewers to call the
Eldercare Locator’s phone number to learn
more about services available for older
adults from coast to coast. As a result, n4a’
s call volume increased by 70% while their
PSAs aired on ABC 7.
In May of 2009, ABC 7 was tapped by the
Embassy of the Republic of Korea to
promote the country’s “Dynamic Korea”
campaign. The multi-platform effort
included an on-air schedule during ABC 7’s
News Programs at 5PM, 6PM and 11PM,
Inside Washington and ABC Nightline. The
campaign was highlighted by a full-page,
color ad in POLITICO and banner ads on
wjla.com during the week of the bi-lateral
meeting with Presidents Lee and Obama.
Embassy of the Republic of Korea to
promote the country’s “Dynamic Korea”
campaign. The multi-platform effort
included an on-air schedule during ABC 7’s
News Programs at 5PM, 6PM and 11PM,
Inside Washington and ABC Nightline. The
campaign was highlighted by a full-page,
color ad in POLITICO and banner ads on
wjla.com during the week of the bi-lateral
meeting with Presidents Lee and Obama.
Germany: Freedom Without Walls
Germany: Friends Always
Eldercare Locator
Kazakhstan: On the Road To Europe
Dynamic Korea
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| Real life. MAD MAN |