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Brief:
In honor of G.I. JOE's 40th Anniversary, we helped long-time client Hasbro get America's favorite action figure the recognition he deserved by launching a campaign to get G.I. JOE into the National Toy Hall of Fame. The campaign began at G.I. JOE's 40th Anniversary convention, over July 4th weekend, in Orlando, FL.
Over many months, we kept the story and the brand top-of-mind through an aggressive media relations effort, and by creating an exhibit honoring G.I. JOE's 40th anniversary at the Intrepid Sea, Air & Space Museum in Manhattan. Through our efforts, thousands of nominations were generated on G.I. JOE's behalf. After months of campaigning, G.I. JOE was inducted into the National Toy Hall of Fame in November 2004.
Throughout the initiative, G.I. JOE remained topical, and was featured in stories in the New York Times, U.S. News & World Report, three separate Associated Press stories, and in several hundred other print, television and online features.
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