EGPAF x
A Time for Heroes
the challenge
The Elizabeth Glaser Pediatric AIDS Foundation (EGPAF) was celebrating their 30th Anniversary. Although a marquee event for the organization, they were looking for creative ways to increase awareness and ticket sales. They tasked our agency with using both press and talent efforts to achieve record numbers.
data-driven results
The Brand Agency devised a plan with a three-pronged approach: curtain raiser press, event activity, and post-event pitching. The three phases were designed to create ticket demand via positive headlines and celebrity pre-press. Leading up to the event, we leveraged Jake Glaser, son of Elizabeth Glaser and AIDS survivor, to speak with the media for pre-press opportunities to drive meaningful stories surrounding the event and its charitable mission. We worked with the celebrity team to leverage marquee celeb names who would be in attendance with the press to secure red carpet media placements. Lastly, we pitched out event photos and drafted a press release to ensure post-event stories on everything that took place.
Our strategy proved successful as we secured over 9.4 billion media impressions across various media outlets in the lifestyle, fashion, and entertainment space, including Hollywood Reporter, E! News, People Magazine, Us Weekly, Entertainment Tonight, and more. This year, we focused heavily on pre-press opportunities to increase event attendance. We secured two top-tier broadcast segments with KTLA and Good Day LA to welcome Jake Glaser on the show and share EGPAF’s mission for A Time for Heroes Family Festival with their viewers.
