Wyeth

Challenge

Raise awareness for the increased risk of heart attack or stroke among those ages 55 and older. Educate this target audience on the importance of visiting a doctor and discussing the value of an ACE Inhibitor, such as Altace, to reduce risk. Drive participation in the Jack Nicklaus Heart & Stroke Challenge - a series of month long golf tournaments held in local regions across the nation.

Solution

Leverage celebrity spokesperson, Jack Nicklaus, to deliver sponsor-themed messages.  Develop a three-phased approach, including celebrity media training, to maximize reach to target audience:

1. Kick-off Satellite Media Tour
2. Targeted Media Outreach Campaign (including key local media targets in each of the six tournament regions)
3. Final Ceremony Satellite Media Tour

Results

• The Jack Nicklaus Heart & Stroke Challenge tournament generatedmore than24 million media impressions and 232 placements.
• Campaign secured nine times more media impressions than in the prior year.
• Celebrity spokesperson conducted more than62 interviews during the tournament kickoff and closing media tours. Interviews were conducted with local stations in all six of the tournament regions and with national outlets such as: CNN Headline News, ESPN2 Cold Pizza, FOX News Channel, and MSNBC.
• More than75 percent of media placements delivered the sponsor-related and heart health key messages.