Cercone Brown Blog

It’s that time of year again for holiday air travel, and Boston ad agency CerconeBrownCompany (CBC) knows that it can be both a joyful and harrowing experience. But regardless of the mileage logged or the destination itself, air travel is really all about connecting people: loved ones, friends, family.

In the spirit of celebrating that connection, this week, CBC is launching a series of ads on behalf of Logan Airport, which is owned and operated by Massport, the Massachusetts Port Authority. The campaign, called “Destinations,” will appear in print, out-of-home and online.

Some of the media outlets where you’ll see the airport ads, include:

• Boston.com
• Weather.com
• CBS Radio and TV
• Greater Media radio/online
• Entercom Radio/online
• Boston Magazine
• Commuter Rail Posters and the Storrow Drive Billboard

In addition to the external “Destinations” campaign, the Boston ad agency also developed an internal ad campaign called “Straight Talk,” designed specifically for placement in Logan Airport terminals. The goal of these ads? To help travelers understand that construction in and around Logan Airport - which may seem inconvenient - is just one of the ways Massport is improving its services for all passengers and the surrounding community.

After all, a better airport means a better travel experience — one item that is on everyone’s holiday wish list. Happy travels!

CerconeBrownCompany is joining OnStar in Miami this weekend as OnStar serves as one of the Miami Music Festival’s primary sponsors.  Kicking off the festivities Thursday evening at local hot spot, Sugarcane Raw Bar Grill, CBC is helping OnStar host a Tweet Up (for more details, follow Twitter@TheReal_OnStar). Taking place from 5:00-7:00 p.m., attendees have a chance to win a FREE three-day pass to the festival and an opportunity to mingle with OnStar representatives, while learning more about the weekend’s events.

Following the Tweet Up, OnStar is hosting a VIP reception on Friday evening from 7:00-8:00 p.m. at Hotel Victor to start off the festival with a bang.  Performances from various artists will continue at the Hotel Victor from 8:00 p.m. up until 1:00 a.m.  A guest list filled with the “Who’s Who” from the Miami area make this event the only place to be on Friday evening.  And if you’re in the area on Saturday or Sunday, make sure to stop by the Bayfront Park presented by OnStar where you can listen to a variety of music throughout the day and into the evening.

The 2010 second annual Miami Music Festival is featured as the centerpiece of “Live Music Month in Miami” and will feature acts from around the world. The festival is emerging as a premier event for discovering and enjoying new music in one of the greatest entertainment cities in the world.

It was an enlightening, innovative ride as OnStar and Boston media relations agency CerconeBrownCompany concludes powerOn, a women’s empowerment media event series in Sag Harbor, NY.  OnStar is empowering busy women who juggle their careers, family lives, and personal aspirations by providing them with tricks and tips to alleviate stress, including understanding how OnStar can be an integral part of their daily lives.

One component of each session included a winter car-care demonstration by a General Motors car-care specialist.  Beth Grotz, general director from GM Customer Care and Aftersales, showed each group of women editors, writers and bloggers just how easy it can be to get your car winter-ready in a safe, convenient and easy way.

Beth explained and illustrated simple ways to check and make sure your car can handle the icy cold of winter:

• Check tires for tread and air pressure
• Make sure windshield wipers are in good condition
• Check oil level
• Check for sufficient windshield wiper fluid

Beth also conveyed the importance of having a car-care kit handy as a precautionary measure.  The kit includes a small shovel, salt to melt ice, warm gloves, extra windshield-wiper fluid, a jug of water and a warm blanket or jacket.

OnStar also offers a monthly email program provided to subscribers at no additional charge, ensuring its subscribers are up-to-date with their vehicle maintenance.  OnStar Vehicle Diagnostics reports the status of a vehicle’s tire pressure, oil life system, major operating systems and OnStar subscription information.

In a short period of time, Beth was able to demonstrate a few simple tips, tricks and checks that these busy women can do in the comfort of their own driveway.  OnStar’s pointers not only save time, but give women the encouragement, confidence and inspiration to feel safer on the road.

We all love a great media relations agency success story — especially when it happens to great brands. Well, on Monday, just that very thing happened. Rachael Ray, the host of The Rachael Ray Show, which draws upwards of two million viewers per episode, featured a product from our media relations client Doctor Kracker as her official “Snack of the Day.”

If you haven’t tried Doctor Kracker yet, go get some! Each cracker and flatbread is chock-full of whole grains, seeds, good-for-you ingredients that you can pronounce, and fiber and omega-3s that keep you full and satisfied. For the past 10 years, Co-Founder George Eckrich, who started the original Whole Foods Bakery, and his team have been creating these European-style Flatbreads and snacker crackers in flavors like pumpkin cheddar, hummus maximus, seedlander, klassic 3-seed, seeded spelt, cherry semolina and apple crisp.

For this stellar piece of coverage, Rachel Ray chose to highlight Dr. Kracker Seedlander Snackers.

Kudos to the “kracker-jack” CBC media relations team, and happy snacking!

Full Metal Jackasses?  Not exactly…

The Orvis Media Shootout is one of the full brand immersion media relations events we do each year at Cercone Brown & Co. The idea is to give the media an authentic experience that encompasses every aspect of our clients’ brand: the product, the culture, the people … all without hard selling.

Most Knowledgeable Drivers in Idaho and Wisconsin, Least Knowledgeable in New York; Economic Concerns Trigger “Drive Less” Trends Across U.S.

WINSTON-SALEM, N.C. – Results from the 2009 GMAC Insurance National Drivers Test released today found that 20.1 percent of licensed Americans – amounting to roughly 41 million drivers on the road – would not pass a written drivers test exam if taken today. When probed on driving behavior, 30 percent of those surveyed say financial strains have triggered a desire to drive less and seek out new ways to save money.

Overall, findings from the fifth annual survey indicate the number of drivers with knowledge of basic road rules is decreasing, with this year’s test scores lower than last year’s (76.6 percent vs. 78.1 percent).

Idaho and Wisconsin drivers tied for first in the nation, with an average test score of 80.6 percent; New York drivers ranked last, with an average score of 70.5 percent. This is the second time Idaho ranked first and the second time New York has ranked last in the survey’s five-year history.

“When we began this campaign five years ago, we embarked on a mission to help drivers become more aware of the rules of the road,” said Wade Bontrager, senior vice president, Affinity Division, GMAC Insurance.  “We’ve seen the results ebb and flow, and this year, scores are down. This reiterates the fact that each and every one of us need to continually be brushing up on safe driving practices.”

In general, geographical regions ranked similarly to previous years, with the lowest average test scores in the Northeast, while the states in the Midwest held the highest averages. When comparing genders, men are still more likely to pass the test than women, but the gap is considerably smaller in 2009 (81 percent of males versus 79 percent of females) than in 2008 (87 percent of males versus 80 percent of females).

Respondents continued to have difficulty on questions about yellow lights and safe following distances, while almost all drivers answered correctly what a solid line meant.

Additional key findings from the 2009 GMAC Insurance National Drivers Test include:

•    With Age Comes Wisdom: The older the driver, the higher the test score. Drivers 35+ years old were most likely to pass. The age group with the highest failure rates was young adults (18 to 24 years old). White males older than 45 received the highest average score.
•    The Northeast had the lowest average test scores (74.5 percent), the South had the highest failure rate (41 percent). The Midwest had the highest average test scores (79 percent) and the lowest failure rates (15 percent).
•    Idaho and Wisconsin replaced Kansas’s 2008 ranking as most knowledgeable; New York replaced New Jersey’s 2008 ranking as least knowledgeable.

Survey Says: Economic Concerns Causing People to Drive Less
In addition to the 20-question DMV exam, GMAC Insurance posed subsequent questions exploring participants’ planned driving habits for the following year and their take on mileage-based auto insurance programs (pay-as-you-drive insurance). These findings reveal:

•    Approximately 30 percent of drivers surveyed reported they plan on driving less within the following 12 months, with the primary reason being “worry over the economy” (74 percent). Twenty-four percent indicated they plan on driving less to “reduce expenses due to financial problems.”
•    Ninety-three percent of respondents had never heard of a “pay as you go insurance” pricing model for automobile insurance.
•    However, one-in-three drivers (35 percent) would enroll in a “pay as you go insurance” program, such as the GMAC Insurance Low-Mileage Discount (OnStar.GMACInsurance.com), if their insurance company offered one.

State Rankings
Where are the most knowledgeable drivers in the nation?  The following is a complete list of state rankings for the 2009 GMAC Insurance National Drivers Test.

1    ID            19    NM            37    LA
1    WI            20    NC            38    TN
3    MT            21    VA            38    MS
4    KS            22    IN            40    SC
5    SD            22    MI            40    MD
5    NE            24    AR            42    CT
7    UT            24    TX            43    FL
8    WY            26    AL            44    DC
8    IA            26    NV            45    MA
8    OR            28    WV            46    RI
8    MN            29    IL            47    GA
12    AK            30    AZ            48    CA
12    ND            31    ME            49    HI
14    VT            32    DE            50    NJ
15    CO            33    NH            51    NY
15    MO            34    OH
17    OK            35    KY
17    WA            36    PA

The survey, which polled more than 5,000 licensed Americans from all 50 states and the District of Columbia, is designed to gauge driver knowledge by administering 20 actual questions taken from state Department of Motor Vehicles exams. The margin of error for the total sample surveyed is 1.4 percent.

Get in the Driver’s Seat:  Take the Test Yourself
GMAC Insurance encourages the public to put their skills to the test at www.gmacinsurance.com.  Play a quirky driving game, take the written test itself, compare your score to the national average and challenge friends to top your score via email and Facebook.  Also, see how your state ranked in previous years and, most importantly, brush up on safe driving tips.

The GMAC Insurance survey was administered by TNS, a leading market information resource and the world’s largest provider of custom research and analysis. The national sample was comprised of 5,183 licensed drivers in the United States, aged 16-60+. For more information about TNS, please visit www.tns-us.com.

For more information about GMAC Insurance coverage and to find a local independent agent, call 877-468-3466, or visit www.gmacinsurance.com.

The GMAC Insurance Group is one of the largest automobile insurers in the United States and is a wholly owned subsidiary of GMAC Financial Services. GMAC Insurance Personal Lines offers a variety of property and casualty products, including personal auto, RV, motorcycle, commercial auto and homeowners insurance.  With a nationwide network of claims professionals, local independent agents and a 24-hour, toll-free claims hotline available 365 days a year, GMAC Insurance provides superior claims service for its customers.

About GMAC Financial Services
GMAC is a bank holding company with operations in North America, South America, Europe and Asia-Pacific. GMAC specializes in automotive finance, mortgage operations, insurance, commercial finance and online banking.  As of March 31, 2009, the company had approximately $180 billion in assets and serviced 15 million customers around the world. Visit the GMAC media site at http://media.gmacfs.com for more information.

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Last Tuesday evening, CerconeBrown&Co. rounded up over 70 members of top, national press on behalf of Sperry to join us at the New York Yacht Club Manhattan Clubhouse and celebrate the organizations’ new partnership.  Press attendance ran the gamut in variety, from music television VJs to fashion and lifestyle press, all gathered to learn more about the new partnership and see the beautiful NYYC West 44th Street Clubhouse.     

Media, Sperry executives and NYYC club members gave off an aura of excitement around this September’s inaugural Invitational Cup (where Sperry will serve as official footwear sponsor of the race).  Famed sailor, Gary Jobson, who also commentates for ESPN, presented the guests with a riveting video of Swan 42s racing, a preview of what is to come during the September Invitational Cup.  Enthusiasm around the race from all sides of the media was impressive! 

The evening was complete with delicious appetizers and sailing-inspired cocktails for all to enjoy and no one left without a Sperry goodie bag.  While this event celebrated the kickoff of the Sperry and NYYC partnership, there will be many more exciting events leading up to the Invitational Cup this September 15-19.  Taking place off the coast of Newport on the same waters that have hosted the America’s Cup, it’s hard to not want to be a part of this.

Stay tuned for more built up to come on Sperry and the New York Yacht Club, including the race turnout for the Invitational Cup this Fall!

Cercone Brown & Co. Launches the First Annual Green House Marketing Program To Bring Awareness to Sustainable Living

When it comes to constructing or converting a home for “green living”, the common perception is that it’s expensive, inconvenient, and only for those who can afford the luxury of being eco-friendly.

However, one Boston PR agency, Cercone Brown & Co., aims to debunk these green stereotypes through a new program, the Green House. This May, just outside Burlington, Vt., Cercone Brown & Co. will immerse a Who’s Who of traditional and interactive press into a completely green-living environment.

The Green House is entirely eco-friendly, from energy efficiency and independence to the smallest details in its furnishings, fabrics and food. However, guests living this completely sustainable lifestyle will find the experience — from accommodations to travel to entertainment — not only affordable, but unexpectedly comfortable and convenient.

“The purpose of the Green House isn’t to try to convert folks to completely green living, but rather demonstrate that there are many often ingenious products and approaches that can make a big difference in the health of the planet and your finances,” said Emily McCavanagh, new business director, Cercone Brown & Co.

The House is expected to host 20 top consumer, green and business editors.  While there, editors won’t just look, they’ll be encouraged to touch, taste and test brands in a living laboratory of the latest ecologically inspired products.  Activities will include test-driving the new Honda Insight hybrid, taste-testing Green Mountain Coffee, and jogging in New Balance’s latest Earth-friendly shoes. Editors will also give back to their home-away-from-home by participating in a community service garden project to aid local families in need.

While PR teams from each company are encouraged to attend, the Green House honors a strict “no pitch” zone, instead endorsing genuine interactions with editors. This system ensures that Green House attendees have the best products of 2009/2010 at their disposal; no boundaries, no time constraints, no distractions.

The Green House: Vermont Living for the 21st Century
The Cercone Brown & Co. Green House is a “net zero” home, meaning it is intended to produce as much energy as it uses over the course of the year. Environmental features include geo-thermal heating, radiant concrete floors, triple pane windows, super insulated walls and roofs, active PV solar panels and significant south facing glass, which provides solar gain and great views down the valley.

Owned by the Vermont Building Resources and the Russell Family Farm, the Green House is certified by the Vermont Builds Green (VBS) program. The house is located on a 24-acre farm parcel with 14 acres set aside for continued farming.

The Green House concept is an outgrowth of Cercone Brown’s successful Summer House/Winter House programs (now in the fourth year) hosted in Nantucket, Mass. and Park City, Utah, respectively. Participating companies have included such leading brands as Subaru, Oakley, Vineyard Vines, Wente Vineyards, Baskin-Robbins, Zone Perfect, Seventh Generation, Nordic Track and many more.  For information on attending or exhibiting in any of Cercone Brown & Co’s Houses, contact Noelle Guerin at 617-248-0680 x21 or nguerin@cerconebrown.com.

About Cercone Brown & Co.
Located in Boston, Massachusetts, Cercone Brown & Co. (CBC) provides branding, advertising, public relations and promotions services to companies in a range of industries. Founded in 2001, the company has worked with leading brands that include adidas, GMAC Insurance, Hasbro, Nantucket Nectars, Orvis, Cognos, Sperry Top-Sider, K2, The Timberland Company, Vibram and ZOOTS. For more information, visit www.cerconebrown.com.

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From Rain Barrels and Recycling to Walking and Buying Second-Hand Clothes,
“The Nalgene Least Wasteful City Study” Puts Top 25 Metros Under Scrutiny for Wasteful Behavior

With thrift and conservation on the minds of many Americans, a new study put the spotlight on wasteful behavior in our nation’s cities. “The Nalgene Least Wasteful City Study” ranked 23 waste-focused habits of urban Americans, from recycling, to using public transportation, to shutting off the lights when leaving the room.  When the results were tallied, San Francisco earned the title of America’s Least Wasteful City, while Atlanta ranked last in the study.

Other cities at the top of the least wasteful list are New York (2), Portland, OR (3) and Seattle (4). In addition to Atlanta, Dallas (24), Indianapolis (23), Houston (22) and St. Louis (21) were in the bottom five of those surveyed. Individuals can visit www.leastwastefulcities.com  for complete rankings or to the take the survey themselves.

Surprisingly, in trying economic times, frugality isn’t the leading factor motivating Americans to change wasteful ways.  In fact, over half surveyed (57 percent) cited “that it is our responsibility to ensure the health of our planet for future generations” as the motivation for changing behavior, followed by “it makes financial sense” (22 percent).

The study was commissioned by Nalgene, the leading manufacturer of reusable water bottles, as part of its FilterForGood campaign, an ongoing partnership with Brita to encourage less wasteful behavior.

“This study highlights habits that our society has adopted out of convenience, but on a whole can have a huge impact on the sustainability of the planet,” said Eric Hansen, Sr. Business Manager, Nalgene-Outdoor. “Clearly, some cities are ahead of others when it comes to changing our approach to wastefulness in our actions big and small, but there’s room for all to improve.”

The study questioned 3,750 individuals living in the top 25 largest U.S. cities, gauging behavior on waste, sustainability, shopping, transportation and more. The results were weighted to give more credit to behaviors that had immediate and significant impact on the planet (e.g., driving less, recycling or reducing trash) to small habits that are more indicative of a mindset and non-wasteful approach to life (e.g., reusing containers, limiting shower time or saving wrapping paper and ribbons).

Survey Says: Environmental Efforts Need to be Easy and Convenient … and Save Money
Results show that with the exception of recycling (the 5th top least wasteful behavior), urban Americans are more readily embracing small, everyday habits to cut waste: (1= Never; 10 = Always/Without Fail):

Save leftover food/meals to eat again 8.58
Shut off lights when not in the room 8.48
Turn off water when brushing teeth 7.22
Use energy efficient light bulbs 7.16
Recycle glass/metal/plastics on a regular basis 6.87

The study also suggests that convenience is trumping prudence when it comes to significant wasteful behavior including transportation and personal conservation efforts (average score, 1= Never; 10 = Always/Without Fail):

Avoiding drying clothes in an electric or gas clothes dryer 2.05
Use a rain barrel 2.13
Compost my fruit and vegetable scraps 3.15
Take public transportation 3.37
Drive my car for trips that are less than two miles from home 3.73

CITY HIGHLIGHTS

• San Francisco led the way in many categories, and was best overall at recycling, reusing wrapping paper, turning off the water to brush teeth and not using cars for short trips from home.

• Less is Best in the West. San Francisco, Portland and Seattle are among the top four in practicing least wasteful behaviors.

• NYC’s Surprising Hot Commodity, Rain Water. New York, coming in as the second least wasteful city in the U.S., is the only east coast city to rank in the top seven. They rank number one at collecting rain fall by using a rain barrel and taking public transportation. Los Angeles comes in second for using a rain barrel.

• Second-Hand Style Doesn’t Work in Beantown. Not many Bostonians are wearing second-hand outfits or sitting on used couches these days. Boston comes in last at buying second-hand, followed by New Yorkers. Portland is the best at second-hand shopping.

• The Heartland Loves Local Libraries. Clevelanders love their local libraries, coming in number one for borrowing books from the library.

• Hot Enough for Ya? Miami is the worst at avoiding the purchase of bottled water.

• Last Night’s Noshes Loved in Sugar Land. Houston loves leftovers, coming in as the best at saving leftovers to eat again. However, their neighbors in Dallas are not so great at saving leftovers

HOW AMERICANS PLAN TO CHANGE THEIR LEAST WASTEFUL WAYS THIS YEAR:
Sixty-three percent of respondents said they are already living a somewhat eco-friendly lifestyle; while 85 percent plan on being more environmentally conscious in the next year.

• Electric Shock: Two-thirds (65 percent) will shut the lights off when not in the room and 65 percent will use energy efficient light bulbs
• Around the House: More than half (56 percent) will recycle more and turn off the water when brushing their teeth (both 56 percent), while 57 percent will save leftover food to eat again
• At the Market: More than one-third (38 percent) will avoid using bottled water, opting instead for reusable containers. Half (56 percent) plan on using reusable grocery bags
• Walk the Line: One-third plan to forgo the car for trips less than two miles from home

For information on how to rate your own least wasteful behavior and to find out how your city can make a small change towards a big difference by adopting reusable water bottles in place of disposable, single serve bottled water, visit www.leastwastefulcities.com and www.filterforgood.com.

About Nalgene Outdoor
Nalgene Outdoor Products is based in Rochester, New York. Founded in 1949 as a manufacturer of the first plastic pipette holder, the company soon expanded its product line to include state-of-the-art polyethylene labware under the NALGENE brand.  By the 1970s, outdoor enthusiasts had discovered the taste and odor-resistant, leakproof and rugged properties of NALGENE’s large selection of plastic containers. In response to this emerging demand, the NALGENE Consumer Products Division was formed. For more information, contact NALGENE Consumer Products or visit our website at HYPERLINK “http://www.nalgene-outdoor.com/”www.nalgene-outdoor.com.

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MSN featured Nalgene as a way to buy American

One of the most pleasing things that can happen to a PR agency is when a high-level journalist covers a client.  What makes it better is when that coverage parrots the top-line messages you’ve been pushing for some time, and they didn’t even talk to you directly.  

This happened today when MSN featured water-bottle manufacturer, Nalgene, in the feature 10 Ways You Can Still Buy American.  In the article, they not only hit all the major high points on BPA-free bottles and the company’s heritage in the outdoors, the writer referred to the bottle as “the symbol of hip environmentalists” and went on to mention the whole range of product.

This is a vote of confidence for laying out a clear, AUTHENTIC, messaging strategy, then making sure you execute in all media relations efforts, search engine optimization (SEO) PR, in store, online, etc.  After a while, the aggregate mesage takes hold and you will be noticed for who you really are.

The recognition couldn’t happen to a nicer group.  Nalgene (in my opinion) is a company that always does the right thing, even when it’s not the easiest thing.  And isn’t that really American after all?