GLAZERS
  CHALLENGE
 
  • Inform the industry, legislators and the general public about the need to change antiquated wine laws in Ohio.

  • Develop support for proposed legislative initiative with a predominantly unsympathetic legislature and leadership that stifled public debate.
  APPROACH
 
  • Develop a year-long campaign around the provocative tagline, "Stop Getting Screwed."

  • Plan and execute large-scale, visible special events, such as a 21st century version of the Boston Tea Party with a boat, actors in colonial garb, and a compelling script delivered from a scroll outside the Ohio Statehouse.

  • Deliver creative informational pieces to media and legislators stuffed in wine bottles; develop web-based materials and highly targeted newspaper advertising and direct mail.

  • Conduct media relations outreach with Statehouse press corps and newspaper editorial boards.
  RESULTS
 
  • Generated TV news stories on all central Ohio stations; featured in most major daily newspapers statewide.

  • Drove over 10,000 unique visitors to a newly-developed website throughout the course of the campaign.

  • Winner of a 2005 Public Relations Society of America Diamond Award in public affairs.