Company: 5WPR
Company Description: 5WPR is a full-service PR agency in NYC with more than 250 professionals serving clients in B2C (Beauty & Fashion), Consumer Brands, Entertainment, Food & Beverage, Health & Wellness, Travel & Hospitality, Technology, Nonprofit), B2B (Corporate Communications and Reputation Management), Public Affairs, Crisis Communications and Digital Marketing (Social Media, Influencer, Paid Media, SEO).
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Arts & Entertainment
 Nomination Title: 5WPR x The Strong National Museum of Play
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
N/A.
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 7 words used.
2023 year in review + 2024 planning.
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 146 words used.
In 2023, 5WPR and The Strong National Musuem of Play kicked off their partnership with focus on the following initiatives:
Expansion and Grand Opening:
•Drafted press releases surrounding Strong’s expansion and the Hasbro Game Park.
•Drafted media alert to invite media to attend Strong’s expansion unveiling on June 30th.
•Secured placements on Blooloopand Mommy Poppins ahead of expansion.
•Secured and coordinated a full feature and exclusive broadcast segment with CBS Saturday Morning.
•Assisted with on-site media coordination during the grand opening and Gala event.
Donkey Kong:
•Worked alongside Strong and the Nintendo teams to announce the 20-foot-tall Donkey Kong arcade game coming to the Museum as part of its expansion, securing placements with HYPEBEAST, Thrillist and Secret NYC.
World Video Game Hall of Fame:
•Conducted media outreach surrounding the announcements around the World Video Game Hall of Fame, securing placements with Venture Beat, Gizmodo and Vulture.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 189 words used.
National Toy Hall of Fame:
•Conducted media outreach around National Toy Hall of Fame finalists, securing placements with New York Daily News, NBC Right Now and Gothamist.
•Announced the Toy Hall of Fame winners; coordinated and secured a full feature segment segment with Good Morning America, as well as additional placements on ABC 7, CBS News, AARP and Gizmodo.
Black Dolls Exhibit:
•Conducted media outreach to verticals across national & multicultural outlets.
•Secured and coordinated a broadcast segment with GMA 3, featuring interviews with Steve Dubnik, President and CEO of The Strong; Michelle Parnett-Dwyer, Curator; and Allison Robinson, Associate Curator of Exhibitions, New York Historical Society.
War Toys: Ukraine Exhibit:
•Drafted press release surrounding the War Toys: Ukraine exhibit at The Strong.
•Conducted media outreach to verticals across national, toy and human interest outlets.
•Secured placements with The Toy Book and The Toy Association, featuring insights from Michelle Parnett-Dwyer, Curaror; and Bryan McCarty, Photographer for War Toys; Ukraine.
Ongoing Media Outreach/ Things to Do Stories
•Conducted national media outreach positioning The Strong as a must-visit family friendly destination, securing placements on New York Family, The Travel and Travel Awaits.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 193 words used.
-66 MEDIA PLACEMENTS
-1.1B+ MEDIA IMPRESSIONS
-$10.6M+ AD VALUE
-After months of pitching and connecting with different contacts, 5W finally received a bite from the 8am hour producer of Good Morning America, securing an exclusive 5-minute segment on one of the country’s top morning shows to unveil the 2023 Toy Hall of Fame inductees.
-To showcase The Strong’s 90,000-square-foot expansion, 5W secured a full feature segment on CBS Saturday Morning, highlighting new exhibits like ESL Digital Worlds and Hasbro Game Park, as well as the World's Largest Playable Donkey Kong. The segment shared CEO Steve Dubnik'sinsights into the expansion's purpose, emphasizing the museum's commitment to daily play engagement. This five-minute feature was syndicated to over 100 news outlets, andreached an impressive audience of over 4.8 million viewers nationally.
-5W worked alongside The Strong Museum to coordinate a feature on GMA3, showcasing the impactful new Black Dolls exhibit and its historical significance. The segment included exhibit b-roll and images, delving into the dolls' origins and historical significance. Highlights included Harriet Jacobs, her influential autobiography, and the educational goals of the exhibit. It was viewed by 1.2+ million viewers worldwide.
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