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2019 Chevrolet "Suburban's Hollywood Walk of Fame" PR Campaign

12/4/2019

 
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"The Latest Celeb to Get a Star on The Hollywood Walk of Fame is...The Chevy Suburban."
- NBC News

With its 85th anniversary approaching and a redesigned model set to be revealed, we needed to find a way to create buzz around the Chevrolet Suburban while highlighting its rich history. While Suburban has long been known for its versatility on the road — from acting as a first responder and leading a presidential motorcade to supporting military and law enforcement, it has also played a big role on-screen. Through research, we found the Suburban has been acting in Hollywood for the last 67 years, appearing in over 1,750 films and TV shows. In many ways, making the longest-running nameplate Hollywood’s longest-working actor. We petitioned the Hollywood Chamber of Commerce and made a case that if the Suburban were a person, it would have been awarded its own Award of Excellence star. They agreed, making it the first-ever inanimate object to receive a star. Working with the Chamber of Commerce, we organized a formal ceremony complete with an honorary spokesperson who’s been building and supplying vehicles for movies for almost 20 years. This, in addition to a robust earned media strategy, led to a successful outcome with over 25 times the amount of coverage typically generated from Award of Excellence ceremonies. See press release.

Highlights:
  • First-ever inanimate object to receive a star
  • 25x the aount of coverage typically generated from these ceremonies
  • 238 earned stories reaching 2.3B unique media viewers
  • 19.5M social media impressions
  • 99% positive sentiment

Awards:
  • 06/2021: The D Show (Adcraft Detroit) – Winner/Black: Best of Public Relations
  • 03/2020: N.A. SABRE Awards (PRovoke Media) – Finalist: Consumer Goods / Automotive

Case Study Video

Campaign Overview
File Size: 1718 kb
File Type: pdf
Download File


Media Release Video


85th Anniversary Video



Infographic

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Credits:
  • Katie Adams, EVP – Weber Shandwick
  • Steve Janisse, EVP – Weber Shandwick
  • Scott Davis, EVP – Weber Shandwick
  • Jae Siercks, Director – Weber Shandwick
  • Kristen Ackerman, Senior Associate – Weber Shandwick
  • Erica Tackett, Manager – Weber Shandwick
  • Benjie Klein, VP – Weber Shandwick
  • Natalie Hamlin, Senior Manager – Weber Shandwick
  • Carly Pearline, Manager – Weber Shandwick
  • Zach Stevens, Senior Associate – Weber Shandwick
  • Jordan Massanari, Senior Associate – Weber Shandwick
  • Mitch Paul, Senior Associate – Weber Shandwick
  • Rosenda Somoza, Senior Associate – Axis Agency
  • Mariel Enochs, Senior Associate – Axis Agency
  • Kyle Pavia, Associate – Weber Shandwick
  • Charline Delkhah, Junior Associate – Weber Shandwick
  • Natalie Balladarsch, Junior Associate – Weber Shandwick
  • Cathy Wagner, Senior Project Manager – Weber Shandwick
  • Iain Lanivich, Executive Creative Director – Weber Shandwick
  • Tony Kause, Group Creative Director – Weber Shandwick
  • Chris Coole, Senior Producer – Weber Shandwick
  • Kelsey Webster, Senior Copywriter – Weber Shandwick
  • Tom Kiefer, Senior Art Director – Weber Shandwick
  • Julian Jacobs, Co-Department Head – UTA Marketing
  • David Anderson, Co-Department Head – UTA Marketing
  • Sarah Early, Executive – UTA Marketing
  • Clair Phillips, Executive – UTA Marketing
  • Mischa Smolkin, Coordinator – UTA Marketing
  • Jamie Allender – Director of Photography – Pure Cinema
  • Ryan Knight – Producer/Camera Operator – Pure Cinema
  • Luke McCain – Producer/Camera Operator – Pure Cinema
  • Dave Corbett – Creative Director – Pluto
  • Christine Sheridan – Director of Operations/Head of Production – Pluto
  • Santi Nguyen – Creative Editorial – Pluto
  • Adam Perzanowski – Motion Graphics – Pluto
  • Brandon Benson – Sound Design – Pluto
  • Grant Castleberry – Sound Design – Pluto

    About

    Iain Lanivich is an award–winning, executive-level creative director and brand storyteller with over 22 years of experience.

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Iain Lanivich  |  Executive Creative Director  |  iain.lanivich@gmail.com  | View Resume