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Partners in Preservation

PiPPiP

In April 2010, American Express and the National Trust for Historic Preservation announced the Partners in Preservation (PIP) program in Seattle, which provided $1 million in restoration grants to local historic sites.

Challenge

American Express and the National Trust for Historic Preservation asked Nyhus to help launch the Partners in Preservation program in Seattle and the Puget Sound. The stakes were high for the Seattle PIP campaign as it was the final city selected and was ultimately being measured against four previous successful campaigns across the country.

Solution

To help Partners in Preservation achieve their goals, Nyhus worked with local business and community representatives and local media for both the contest launch and during the voting process. The blend of media and community outreach focused on driving traffic to the online voting site and emphasizing the importance of historic preservation and sustainability in the local community.

Nyhus generated media coverage from organizations representing the various historic sites as well as a few select news outlets. Throughout the campaign, Nyhus emphasized community engagement to be measured through user-generated content and community interaction. The Adventuress launched an all-hands-on-deck campaign to “Vote for the Boat.” Sound Experience created a dedicated web address — www.votefortheboat.com — and distributed stickers, T-shirts and signs. Other sites were similarly enthusiastic in their outreach.

Results

At the end of the campaign, the National Trust measured 2,400 user-generated memories and stories posted, and 345 photos reminiscing about the historic sites were shared. After the Adventuress was declared the winner, local NBC affiliate King 5 brought a crew to Elliott Bay Marina to film a segment for “Evening Magazine,” the region’s top local television feature program. The news announcement of the winner also generated 34 additional pieces of coverage throughout Puget Sound regional publications such as The Seattle Times, SeattlePI.com, Seattle Weekly, The News-Tribune of Tacoma and Seattle Daily Journal of Commerce. Local broadcast revisited the story, and Nyhus drove coverage in Seattle NBC and NPR affiliate radio and television stations.

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