Establishing Positive Perceptions About Real Christmas Trees
Opportunity
Building on six years of successful consumer outreach, the Pacific Northwest Christmas Tree Association (PNWCTA) tasked NST to continue momentum into the 2012 holiday season and establish positive perceptions about real Christmas trees.
Approach
NST provided journalists with coveted real Christmas tree purchase and care tips compiled by Mike Bondi, Oregon State University professor of forestry and long-time PNWCTA spokesperson. NST positioned Bondi as an expert resource for journalists and consumers alike, creating strong recognition for the expert and favorable coverage of trees through successful media relations. He was interviewed by national lifestyle publications, including Real Simple and Sunset magazines, about real Christmas trees and general holiday-related tips.
Results
25.2 million impressions achieved through national lifestyle publications and media partnerships
Real Simple Magazine featured a 12-page article that Bondi contributed information to. The entire feature was later shared by CNN Living
Sunset magazine interviewed Bondi for a six-page feature story comparing real and artificial Christmas trees, with one full-page highlighting a real Oregon Christmas tree grower
Services Provided
Media Relations, Media Partnerships, Content Creation