Company: MWW, East Rutherford, NJ
Company Description: MWW is one of the top ten global independent public relations firms and is known for its results-driven approach to public relations and "Aim High. Deliver" commitment to client service. MWW is a different kind of agency. Passionate, driven, highly experienced professionals with an entrepreneurial attitude, strategic thinking and flawless execution.
Nomination Category: Live Event Categories
Nomination Sub Category: Best Public Relations Event

Nomination Title: The Jersey Shore’s Grand Re-Opening: Ribbon Cutting Ceremony

The date on which this nominated production was first presented: June 2013

Briefly describe the nominated event's objectives and how it met those objectives (up to 525 words):

The New Jersey Shore comprises the largest portion of the state’s $38 billion tourism industry, is a major direct and indirect employer, and accounts for a significant share of state GDP. After Superstorm Sandy hit the coast of New Jersey in October 2012 the stakes were high. Could the perception of tourists be rehabilitated in time for the summer, a critical time for the tourism dollars that support shore businesses and communities, or would the iconic image of the Seaside roller coaster swept out to sea be forever burnished in the minds of vacationers taking them and their tourism dollars to an alternate destination in the summer of 2013?

When the New Jersey Economic Development Authority (NJEDA) hired MWW, the goal was straight-forward: change public perception that the Jersey Shore had all but vanished and replace that negative discernment with iconography that resonated with tourists with a call to action to return to the shore this summer. What better way to demonstrate the shore was open for business than to have a grand re-opening, complete with a record breaking ribbon cutting ceremony along the shoreline?

As a way to garner more attention to the ceremony and the shore, MWW ensured the ribbon used along the coastline would in fact be the longest ever used in a ribbon cutting ceremony. With Guinness World Records in attendance, the record was broken and the summer season was officially open. Volunteers and members of each shore community held the ribbon signifying the unifying experience of re-building the shore by everyone. The main stage at the Seaside event was accompanied by a live, star studded Today Show broadcast including the first of their summer concert series, featuring the band “Fun” whose hit “Carry On” became an anthem for Jersey Shore residents and business owners.

Fourteen simultaneous ribbon cuttings were conducted down the 130 miles of Jersey shoreline, and “Stronger than the Storm” signs were placed at the toll booths along the Garden State Parkway, connecting the “We’re Open” message for those visiting the shore.

Prominent New Jerseyans, from Governor Christie to the Cake Boss, were strategically integrated into the event to make it more mediagenic and create content worthy of sharing and to add to the overall excitement of the day.

The event was a success on every level:
•12,000 people attended Stronger than the Storm Ribbon Cutting ceremonies in 14 shore communities
•Generated 17 million Facebook and Twitter impressions, 3,000 #STTS mentions and 200 website visits per hour
•There were over 420M media impressions, including more than two dozen on-site broadcast outlets and tonality from both traditional and social media was 98% positive

Results from an online survey fielded May 31st – June 5th 2013, among 1,000 adults (18+) living in the New Jersey, New York City and Philadelphia area indicated that nearly half of the adult residents heard about the events at the Jersey Shore over Memorial Day Weekend and of those 69% recalled the Ribbon Cutting Ceremony.

Upload a collection of supporting files and web addresses to our server to provide more background information to the judges. You may upload any number of attachments and URLs through the "Add Attachments, Videos, or Links to This Entry" link above. (Do NOT list your URLs below.)

List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City: