MARCH 10, 2019
At The Wilbert Group, one of our primary objectives is securing placements and generating positive media coverage for our clients. While that often entails drawing attention to an existing event, sometimes we are called upon to make the news.
Our client, Georgia’s Own Credit Union, came to us early in 2019 looking for an effective way to celebrate its 85th anniversary through a large-scale campaign to promote the public good. After brainstorming, we settled on a year-long initiative called “85 Acts of Kindness,” which would include 85 separate events tied to helping both its customers and the community.
With the government shutdown stretching toward a month, we saw numerous stories about federal workers struggling to make ends meet. After hearing specifically about the difficulties that TSA workers were going through, we reached out to TSA officials at Hartsfield-Jackson International Airport to find out how Georgia’s Own could help. Officials said gasoline for their officers was a significant challenge that they hadn’t been able to address, as many workers live a considerable distance from the airport and lacked the funds to refill their tanks.
With that information on hand and knowing the goals of Georgia’s Own, we devised a free gas giveaway to TSA workers at two local gas stations during a two-hour window. To keep it under budget and stay on brand for the campaign, we determined that any TSA worker who showed identification would receive 8.5 gallons. We ultimately helped 400 grateful TSA employees.
The set window made the story more attractive to broadcast media, as they knew they would quickly get a compelling human-interest story with a newsworthy hook. WSB and Fox 5 Atlanta both covered the event, where Georgia’s Own CEO Dave Preter helped pump gas.
As the account executive leading the Georgia’s Own account, I was incredibly proud to help the company “make good” and also make news! I am looking forward to the next Act of Kindness.
The Wilbert Group
1718 Peachtree Street, Suite 1048
Atlanta, GA 30309
404 748 1250