Canada Tourism commission
The Canadian Tourism Commission partnered with NBC to encourage US travelers to visit Canada for vacation. The promotion included a dynamic marketing campaign with a robust 360 media schedule - including high brand visibility on NBC's key platforms (on-air, digital, OOH, and social media).
As campaign manager, I developed our media plans, tracked the promotion elements and coordinated both the creative and strategic details across all platforms throughout the entire campaign. Both our client and agency partners were pleased with the final campaign results which led to double-digit lifts in travel to Canada's top destinations. In addition, the campaign exceeded 100% delivery across all platforms and garnered over 100MM impressions across all platforms.
Rt (russia today)
In 2013 as NBC was preparing for the 2014 Sochi Winter Olympics, RT was simultaneously seeking to promote their signature news programming (Larry King Now) and increase their US viewership and brand awareness. As a result, for the first time, RT partnered with NBC to initiate an unprecedented multimillion-dollar program.
As a key client liaison and campaign lead, I built complex plans that strategically aligned with RT's brand mission and successfully achieved their marketing goals. In addition to crafting all planning tools (pitch decks, business summaries, and comprehensive media plans across all key platforms - on-air, digital, OOH (taxis, time square, path trains and digital) I also worked with our legal team to draft the final contract.
RT's initiative ran over the course of four quarters leading to the 2014 Sochi Winter Olympic Games. The campaign culminated with a strong performance across all platforms (over 125% over-delivery) and nearly 200MM impressions. Through detailed analysis, careful campaign management, and seamless execution we accomplished RT's goal to increase visibility and drive engagement.
conagra "hunger ends here"
In 2011 ConAgra partnered with NBC to promote their largest social initiative (to date). ConAgra aimed to combat childhood hunger with the promotion of their "Child Hunger Ends Here" social-good effort.
To propel their campaign nationwide, ConAgra teamed with NBC to produce a signature 30 minute special on the effects of childhood hunger presented by the Today Show host Al Roker and ran an extensive media program. The high-impact campaign incorporated a broad on-air presence (reaching the nation's largest markets - including NY, Chicago, DC, LA, Dallas and over 200 affiliates) as well as companion digital, mobile and social extensions.
As account lead and strategic specialist, I coordinated all media assets and directed day-to-day logistics across all platforms. Each component of the multi-tier campaign required meticulous attention to detail and constant stewardship to produce a series of flawless executions.
As a result of the partnership, ConAgra achieved the most media coverage of any ConAgra Foods marketing program (to date) and championed their goal of donating over 2.5 million meals while raising awareness about childhood hunger in the U.S.