Jeff Flowers of San Diego, California writes:
“I am an advertising guy in California and I am working with a man named Tom Jones.
“Tom is an extreme athlete and he takes on unbelievable challenges to support causes that he believes in. For example, Tom has run across the entire country, from L.A. to New York, at a pace of a marathon a day for 120 straight days to raise money for foster kids.
“Now, he is paddling a surfboard the entire length of the California Coast (over 1,200 miles) later this summer to draw attention to the problem of plastic pollution in our ceans. He calls the event California Paddle 2007–A Campaign for a Plastic-Free Ocean.
“I would like the advice of your fellow Hounds to see how we can get exposure for this very worthwhile, world record-setting event and the cause it supports.”
Visuals may be the most effective way to bring Tom Jones’ stories to the forefront. When people are lured by dazzling, action-packed photos of Jones’ “extreme” activities, he may then offer brief stories about his passions which will in turn, allow people to learn about his drive and challenging personality. Create a timeline and pitch one activity and cause at a time. Refer to Virgin Atlantic’s Richard Branson for great examples of communicating grande adventures in small doses.
How about radio DJ’s from coastal cities paddling with him part way or taking a small boat out to do a
live interview nad having callers pledge donations?
Surf Shops along the coast could also have a tie in promotion.
Hi Jeff,
(1) I would suggest you scour your daily RSS Feeds and major media sources for well-known companies in California that are on the hot seat now for something that is a big no-no or has brought negative attention as of recently (an environmental tie in would be ideal) and offer to help them to get some positive exposure by becoming a major sponsor for the event. They will definitely provide lots of PR to help distract from whatever they are having their cage rattled for.
(2) Get the surfboard manufacturer for the surfboard you will be paddling (or a surfboard manufacturer) to provide you with a co-speaker (a surfer) that will help you with your advocacy efforts (and some sponsorship money) or barter for a phenomenal PR package.
(3) Feature some of the remarkable and life changing stories from foster kids you have helped on your website, then pitch the story to your local newspapers and radio stations.
(4) Blog the story within the story..where the idea came from, its purpose and talk about other things you have done and the contributions that you have made that are along the same lines of this.
P.S. With all the visits to your website you should add a prominent box on the front page of your website that allows people to sign up to get updated information on your trips and experience along with a google tip jar/donation jar. Put it on the home page so that people can find it quickly.
Good Luck.
Shonika
Jeff-
Think strategic partnerships and co-op advertising.
You need to be hooking up with outfits like Greenpeace and The Ocean Conservancy, who will put their monster p.r. machines and huge e-lists to work for your client.
I keep thinking of the “Forrest Gump” movie scenes where he was running and running and running. I can see doing some type of viral campaign combined with 1)bumper stickers and 2)tie-ins with local sport equipment companies such as helmets, surfboards, etc and 3) get a small community to declare a “Tom Jones Day” and 4) simply ASK people to post info about him and what he is doing ALL over the net. I plan to 🙂
Hi Jeff,
Isn’t Tom’s point that the plastic is polluting the oceans? I think you should should try to involve some of the local chapters of the environmental organizations, e.g., Natural Resources Defense Council, Ocean’s Alive, Environmental Defense Fund, World Wildlife Fund, etc. They could post the information and/or updates on their Web sites and blogs.
Won’t he also be passing by the Monterey Bay Aquarium? Could he stop there and talk to the kids and other tourists? Maybe you could tie it in so that he’s going along the whale migration route or shark feeding route.
And what about the kids at the local schools? Tom could post pictures and updates on the Web and the kids could track his progress. The science teachers could use his locations as part of classroom instruction on how the pollution affects the sea creatures, etc. You might want to check out the Web site of the Iditerod sled dog race to see what they do with this kind of thing (www.iditerod.com). Also, Will Steger (www.willsteger.com) does something similar (journaling, education) with his north pole expeditions while trying to raise awareness about global warming (polar ice caps melting, etc.) Seems to me that the polar ice caps melting have a direct tie-in to what’s going on in the ocean.
And, it sounds like Tom is an authority on extreme sports and travel. It’s a long shot, but maybe you could generate some interest from the Travel Channel, Animal Plant Channel, and especially the National Geographic Channel. Perhaps you could get some photos and info posted on their Web sites.
Hope this gives you some new ideas. I’ll keep watching!
H. Fred
Jeff:
Ooops. Sorry. I gave you the wrong spelling for the Iditarod URL. It’s http://www.iditarod.com.
H. Fred
Taking two of the above ideas a step further:
1) Don’t limit the “paddle-along” idea to radio. Invite TV stations to devise away to paddle alongside him as he goes. What reporter wouldn’t want to get in the water during a hot California summer?
2) Promoting to environmental groups in this case is literally “fishing where the fish are” -pardon the pun. Beyond Surfrider, include environmental groups like Heal the Bay (Santa Monica), Save The Bay (San Francisco/Oakland), CoastKeeper (San Diego & Orange County) and BayKeeper, too.
First, I think this is an awesome campaign! I wish him all the best.
As far as my idea, this seems a natural for celebs and celeb politicians. They may not get involved with every little campaign, but this is pretty big. Maybe you could contact CA reps/senators and try to network to get the attention Al Gore or another big name. I know they don’t often appear/endorse for free but if it’s a cause near and dear to them you never know.
Also, where will he rest/eat/dry off along the way? If you know some of the spots ahead of time, ask if the establishments or entire communities will put up “official stop” or “official route” posters/flyers etc.
Again, blessings on his trip.
Cheryl
It seems that the Surfrider Foundation (www.surfrider.org) would take a great interest in Tom’s efforts — not only is there a happy coincidence with the organization’s name and what Tom will be doing, but their mission matches his. The Surfrider Foundation is a non-profit, environmental organization that has fighting ocean pollution at the top of their priority list. Their HQ are in California, and many of their chapters line the California Coast. Perhaps, in addition to website and newsletter publicity that Surfrider could give to Tom, local chapters could rally to cheer him on as he paddles by their coastline. Maybe a beach-clean-up event to tie in with the event?
Get amateur video enthusiasts to produce clips of Mr. Jones as he passes their town. You could post the clips to a video sharing site (YouTube, BlipTV, Google Video or other). Even better if you maintain a blog you could feature the videos on the blog to show the progression and reactions.
I would also pitch some of the video footage to the local and national press.
John
Seems like there’s a pootential to tie in not only with community environmental groups, but also with business: manufacturers of cleanup supplies, surfing and fishing shops, even perhaps the manufacturers of the yucky stuff he’s cleaning up, looking for ways to “greenify” their image.
Lots of press potential, too, both for immediate coverage and magazine feature articles later that could inspire others (airline magazines? AAA newsletters? National Geographic, Travel & Leisure, The Smithsonian, Discover, etc. etc.)
Hi,
I agree with Stephanie Barko.
Only the partnership with big organisation can help.
Maybe they give him another hint what to do.
Hi Jeff,
What a great client!
Is Tom able to wear a “helmet-cam” and video for a portion of the trip and then get it to you? If so, I’d contact local weather reporters along his path to do a sort of “Where is Tom Jones?” (like “Where in the world is Matt Lauer?”) and follow his route (daily or weekly) and give weather updates in that specific area. “Today it will be 98 and sunny in Palm Springs where Tom Jones will be paddling through…”
Weather people often get overlooked but they are still reporters. I think the addition of some helmet-cam footage might be of interest since it’s not done very often.
Maybe you could also plan to have his fans there to greet and cheer him on when he completes his journey. You could make up paddle shaped signs and have a reporter waiting for him as he returns, similar to the Boston Marathon.
In order to show how pollution hurts the environment, I’d fill a huge clear plastic bin with 6 pack rings and other garbarge to give a good visual. Sometimes people need to see what you are talking about for it to register. Maybe tie that in with a beach clean up first and then show all of the trash.
Does he have a sun screen sponsor? Slap some stickers on his board and pass out samples of sun screen to beachgoers for some additional media opps.
Finally, I know it’s a long shot, but I keep thinking that Tom Jones the singer should somehow be involved…
Good luck!
Jennifer
I would suggest that you help your client to find his own unique ways of addressing these issue rather than derailing existing efforts. It is really harmful to the issue when two groups collide trying to do the right thing. This paddle has been in the works for over 4 years and is sponsored by surfrider, wildcoast, and a litany of others. Have your client work the people who have nurtured this goal over the years rather than divert attention and resources away from them.
http://coastaldreamblog.blogspot.com/
Hey Jeff,
How about introducing your client to the people who have been planning this trip for the last 4 years. It would definitely help Tom because he would be able to leverage their hard work to bring attention to the issues affecting our coastal waters without directing resources away from them.
A quick google of Coastal Dreams or Tim Kessler should get you started.
Thank you all for your advice. We have done a lot of what has been suggested. Radio interviews, local news interviews. Reaching out for major cooperations, like minded companies and even the Surf board company in which he rides and local chapters of Surfrider. We need help with donations and support so that Tom can continue his paddle without feeling like he is all alone and that there is financial support along with a direction to take his stories to bring awareness and education to our planet. Thanks again and please continue to add your thoughts.