For The Woolmark Company, Play was asked to promote the wearing of lightweight wool year-round. Their idea was to have models in wool clothing walk sheep on leashes through Manhattan's fashion districts. This meant not only finding the sheep, but securing permits, transportation and developing a public relations campaign around the event. The results: According to Play, more than eight million media impressions (the number of times a message has been seen) including the "Today" show, The New York Times, New York Observer and the Associated Press.
Nationwide Insurance hired Play to launch its new brand and logo to 40,000 employees. Play trained 350 Nationwide employees to be ambassadors of the new brand to their fellow employees. Play also helped the company move from its old logo (which incorporated an eagle) by arranging for the release of a wild raptor back into the wild, an event which was videotaped and shown by satellite to Nationwide employees in 31 markets during the brand launch. The results: One month after Play's program, 90 percent of Nationwide employees recalled the principles of the brand and 90 percent said they "could and would impact company culture."
No nonsense Legwear called upon Play to help its struggling brand. Play came up with the Take a Break Tour which included a mobile spa on a 12-city retail, special events and trade-show tour. The results: No nonsense sales increased in the tour cities and the campaign clocked 28 million public relations
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