Grassroots Integrated Marketing Campaign
Lifetime Assistance Airport 5k - Gold winner at Rochester Addy Awards
To promote the 2014 Airport 5k race at Rochester’s International Airport for Lifetime Assistance, JAY created a multi-media campaign to help this charitable event break fundraising records and exceed expectations for the organization.
With a limited budget JAY used a social platform, plus various other traditional and non-traditional methods to raise levels of engagement and participation. JAY used printable balsa airplanes to create a contest — the “1,000 Plane Giveaway” — and spread the campaign message. The planes were handed out at community and fitness centers in attempt to guide our audience to social networks. A person with a plane was directed to “Like” the Lifetime Assistance Facebook page and then, based on a number printed on the plane, could determine whether they won.
Posters and table tents modeled after the vintage flight era were hung and set around Rochester, specifically in fitness facilities and inserted into runner packets at earlier running events.
Building up to the event, an online PSA video was created and uploaded to YoutTube, with the message “Share what gets you off the ground.” The audience could then share the video and their stories using #ANYBODYCANFLY.
