100 Millionth Shoebox Gift Tour
How should you celebrate a milestone?
As Operation Christmas Child prepared to collect and distribute its 100 millionth shoebox gift, we developed a comprehensive exposure strategy to celebrate and maximize the achievement.
The implementation included identifying and training a 12-year-old spokesgirl who traveled across the country with the honorary 100 millionth shoebox gift. Our team coordinated all the logistics for four associated events—including AV management, stage design, script development and vendor coordination—in addition to planning a 10-city nationwide PR tour. After ten stops, the spokesgirl then delivered the special gift to a child in the Dominican Republic.
The selected tour stops were aimed at encouraging donors and project partners, as well as generating news media interest. Media outreach was conducted to support the entire tour and spread the message of Operation Christmas Child, a project of international relief organization Samaritan’s Purse.
Despite a presidential election being held just days before the tour began, media coverage included 10 national TV programs, six national radio networks, national print circulation of 2.4 million+, news websites with 119 million combined monthly visitors and 15 local TV affiliates.