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Media Relations for McDonald’s Pop-Up Vaccination Events

The Challenge

In an effort to support the communities McDonald’s serves, NST was tasked with aiding San Diego McDonald’s owners in hosting pop-up vaccination events throughout the county, developing partnerships with state of California and San Diego County representatives, securing franchisee support in areas with low vaccination rates and managing a cohesive media relations campaign to increase public awareness and participation of the free vaccination events.

The Tactics

In a few short weeks, NST successfully managed the planning and execution of pop-up events in partnership with San Diego County officials, designed and developed a live website that listed participating store locations and dates for COVID-19 vaccination pop-up events across the state, distributed press materials to local media outlets to increase awareness of the pop-up events and drive the public to receive their free vaccinations, and provided on-site media training and media event staffing to local McDonald’s owners to ensure key messages were shared with media.

The Results

  • During the week of vaccination events throughout San Diego County, the County reported 368 people attended the event and received their COVID-19 vaccine.
  • NST secured the attendance of every local San Diego broadcast station, in addition to one Tijuana-based station, to attend the media event on June 22, 2021, at a local McDonald’s restaurant. NST garnered an estimated total broadcast reach over 599,000 and an estimated total viewership of over 530,500.
  • The vaccination pop-up events were featured in 12 online publications, securing over 4.1 million online impressions.
  • The website ( had 11,000 visitors.

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