Florida Keys — World’s Largest Key Lime Pie

Background

NewmanPR supported the Florida Keys Tourism Council’s advertising and sales focus on Atlanta, Georgia, with a public relations promotion featuring the creation of “the world’s largest Key lime pie” at high-traffic Lenox Square.

Strategy

Upper Keys chef and restaurateur Bobby Stoky headed a team that prepared an 8-foot-diameter pie and served samples to about 2,000 guests, with the effort targeting mainstream and social media coverage.

The agency also coordinated outreach to area media outlets — Stoky appeared on the local NBC affiliate’s “Atlanta & Co.” program — supported by a Florida Keys trip giveaway.

NewmanPR produced video, still photography and story packages on the Key lime pie event and moved them out to media the following day, where they generated significant coverage.

Results

The video package aired more than 380 times, both nationally and in major U.S. markets, reaching a national audience of more than 5 million and total local-market viewership of nearly 11 million people. Social media was extensive with views for a Facebook video exceeding 94,000 and reaching 175,000. Total media value of the promotion exceeded $1 million.