Evolving perception of an 80-year-old company internally and externally
Following Choice Hotels’ 2023 acquisition of Radisson Hotels Americas, the company needed to evolve long‑held perceptions that it was primarily a midscale and economy player. A new corporate narrative, segment‑specific messaging was developed, along with an executive‑level media training program to reposition the organization as the “one-to-watch” in upscale while reinforcing leadership across midscale, economy, and extended stay. This unified framework aligned how leaders, associates, and partners spoke about the company, clarifying who Choice is today, why its expanded portfolio matters, and how it is positioned to win across segments.
Introducing Marriott Bonvoy to a rabid fanbase looking for reasons to pick it apart
Following Marriott International’s acquisition of Starwood Hotels, the company needed to launch Marriott Bonvoy in a way that reassured millions of members that the benefits they valued were not only protected but enhanced. A multi‑phased global PR campaign was built to generate excitement, spotlight key program advantages, and ensure accurate, positive reporting through an in‑person launch event, behind‑the‑scenes media briefings, and real‑time monitoring and response. The effort delivered 4.7B global media impressions across 1,440 stories, with 79% of U.S. coverage rated strongly favorable.
Mobilizing millions to turn off their lights in symbolic vote for action on Climate Change
WWF’s Earth Hour began in Australia as a symbolic gesture—turning off the lights to raise awareness about climate change. In the U.S., we transformed that simple act into something far more powerful: a visual vote for action. By reframing Earth Hour as a referendum on climate, we gave elected officials the cover they needed to make difficult legislative choices, showing them that the will of the people was undeniable.
Our team built a coalition that stretched across municipalities, businesses, nonprofits, athletes, and actors. We captured landmarks going dark, filmed testimonials from athletes and actors to business leaders and politicians and packaged these visuals into a compelling narrative for policymakers. The message was clear: millions of Americans were demanding action, and the lights-off moment was their ballot.
The results were massive. Earth Hour became a global phenomenon, with iconic skylines dimming from New York to Sydney. Media coverage spanned CNN, NPR, USA Today, The Guardian, and countless local outlets. Even Google “went dark” on its homepage. Most importantly, the campaign provided political leaders with the confidence to move forward on climate legislation, proving that symbolic acts, when amplified, can drive real systemic change.
A social-experiment designed to drive trial and give the founder/ceo an opportunity to talk about Honest tea’s mission
When Honest Tea set out to drive trial and build affinity for its brand, the challenge was clear: media rarely cover beverages directly. To break through, we needed a creative way to connect the brand’s “real honest ingredients” with a broader societal conversation.
The solution was the National Honesty Index, a lighthearted social experiment launched in 2011. We set up unmanned kiosks across major U.S. cities, offering Honest Tea for $1 on the honor system. Observers tracked whether people paid, and the data was compiled into a yearly “Honesty Index” that ranked cities, demographics, and even quirky traits like hair color or facial hair.
The activation gave us two bites of the media apple each year: coverage during the experiment itself and again when the results were released. Over time, the Index grew from a handful of cities to all 50 states, running annually through 2016.
The results were tremendous. The campaign generated tons of earned media coverage year after year, including The Today Show, BuzzFeed, Politico, NPR, The New York Times and dozens of regional outlets. The Today Show even customized its coverage by joking about the honesty of its own anchors, giving the story national visibility. PR Daily recognized the campaign with its Best Pitch Award, citing the creative way Honest Tea leveraged its brand name to spark conversation.
By reframing a beverage brand around a universal human value — honesty — we created a platform that not only drove trial but also deepened consumer affinity. The National Honesty Index became a signature campaign for Honest Tea, reinforcing its identity as a transparent, socially conscious brand while delivering measurable media impact year after year.
Helping Honest Tea (A Coca-Cola company) turn a glaring problem into a Solution
When Honest Tea was acquired by Coca‑Cola, consumer expectations for what it meant to be “environmentally friendly” rose sharply. The company’s biggest sustainability challenge — reliance on plastic and glass bottles — threatened to undermine its credibility with eco‑conscious audiences. To protect Honest Tea’s reputation and strengthen affinity among sustainability‑minded consumers, I collaborated with the Field Marketing team to develop The Great Recycle, a national campaign designed to turn that weakness into an opportunity.
We launched with a one‑day activation in New York City’s Times Square, featuring a 30‑foot‑tall recycling bin made from recycled materials, and partnerships with GrowNYC, Recyclebank, and the local school district. New Yorkers were invited to crowd‑source recyclables and were rewarded with gifts ranging from Honest Tea bottles to Broadway tickets. The bold, visual event generated tremendous national media coverage including a New York Times story with the headline “Honest Tea’s Giant Bin in Times Square Aims to Spur Recycling,” framing the company as being part of the solution.
Beyond the launch, The Great Recycle lived on through smaller activations across the country for several years, reinforcing Honest Tea’s credibility, sparking dialogue on recycling, and positioning the brand as proactive and solutions‑oriented in the face of its biggest sustainability challenge.
Reuniting the cast of Friday Night Lights to get media talking about a brand sponsorship & drive rewards program sign-ups
The "Reunited to Race" event was a Marriott Rewards sponsorship of a Spartan Race in 2016, where actors from Friday Night Lights reunited to compete alongside members. The goal was to leverage the sponsorship to offer loyal members exclusive training tips, perks, and a chance to race with the cast, connecting to Marriott's theme of rewarding passionate communities. This event highlights Marriott's past use of loyalty programs for unique, experiential marketing tied to popular culture and sporting events.