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Rotary International

2017 Rotary International Convention

The Situation

Rotary International, a nonprofit organization that brings together a global network of volunteer leaders dedicated to tackling the world’s most pressing humanitarian challenges, would be hosting their 108th convention in Atlanta and needed to enhance Rotary’s overall brand identity and consumer awareness.

The Approach

HBI was hired to publicize and promote the 2017 Rotary International Convention as well as position the attendees as the premier gathering of business and community leaders in the world.  HBI brainstormed creative ways to help reshape the misconception that Rotary club members were strictly older men. HBI team members talked to several Rotary members to develop creative story angles to highlight some of the more diverse Rotary members, including a female former body shop owner turned district governor in the metro Atlanta Area.  In addition, HBI strategized other ways to promote not only the event, but also the Rotary members in the Atlanta clubs since the host committee was comprised of local Rotarians.

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The Results

HBI secured local and national media coverage in broadcast and print media.  Leading up to the convention, multiple Atlanta-based business radio stations featured a prominent local Rotarian to promote the convention.  At the convention, all four major local news stations (WAGA, WGCL, WSB and WXIA), several national television stations (AP and CNN) and print publications (AJC, ABC, Modern Luxury, and more) all attended each day of the Rotary International Convention.  As of July 1, 2017, HBI secured more than 400 million impressions with half a million dollars in publicity value.