In the month set aside to remember and reflect on the sacrifices and contributions black Americans have made, brands from corporate entities to service-oriented non-profits, create informative and artful campaigns in tribute. Not lost in the mix – those in the business of winning over voters.
For a second year, the Republican National Committee hosted a Black History Month luncheon to honor and recognize its “Trailblazers.” The awards celebrate black Party leaders who have made an impact through public service, community involvement, business leadership and personal accomplishments. It is an opportunity to reflect and tell its own story along the way.
Having quickly outgrown its previous digs at the Capitol Hill Club this year’s program at the Howard Theatre proved the perfect venue. With its rich soulful history, stellar acoustics and capacity to comfortably seat the more than 300 dignitaries and participants, there was barely room to spare. Not missing a beat, the program’s overall content matched. From a full choir belting out the black National anthem to celebrity emcee Joseph C. Phillips reminiscing about his own entertainment background, Chairman Reince Priebus put on a show meeting with enthusiastic response.
It took a multi-functional multimedia team effort to pull together the awardees, guest speakers, graphics, an on-screen custom video presentation, media relations, messaging and an interactive web campaign. Yet, it was part of purposeful planning and creative collaboration in order to capture all the unique elements aligned with this year’s overall theme.
In the end, the signature event and first of its kind paid media ad buy with Radio One and the Washington Informer, garnered significant earned media coverage for the RNC that included CNN, NPR, The Root, BET.com, the Washington Examiner, US News & World Report and others.