Citrus Research Board Ground Media Tour
The Challenge
California Citrus Research Board tasked Nuffer, Smith, Tucker with raising awareness of the Asian citrus psyllid, a pest that can carry the deadliest, incurable citrus disease in the world, called Huanglongbing (HLB) that is threatening California’s citrus industry.
The Tactics
Qualitative research conducted by NST demonstrated a strong need for education and determined "death sentence" messaging inspired action. NST’s comprehensive outreach plan included heavy media relations, including a statewide ground media tour to earn placement in key markets. NST developed talking points and media trained Citrus Research Board President Ted Batkin and other commercial citrus industry representatives prior to embarking on the five-day tour. Each interview was designed to educate homeowners about the role they play in protecting California citrus.
The Results
- 22 interviews were conducted in five days
- 4 million impressions were earned
- California Department of Food and Agriculture reported an increase in calls to the Asian citrus psyllid hotline
- Upon seeing the success of the tour, a statewide Spanish-language media tour was approved and budgeted for NST outreach