World Pasta Day

www.WorldPastaDay.org

Situation: World Pasta Day 2009 was presented by the National Pasta Association (NPA), the International Pasta Organization (IPO) and Oldways Preservation Trust. The annual international conference, which was held in New York in 2009, is attended by the world's leading pasta manufacturers to present the latest nutritional and scientific research on pasta to the industry at large. Since 1995, World Pasta Day has been an international celebration of pasta as a global food, consumed all over the world in varying cuisines. World Pasta Day 2009's focus was "Pasta Meals on Every Family Table." NPA sought to use World Pasta Day as a catalyst to gain significant media attention, educate consumers and increase pasta awareness and consumption.

Strategy and Actions: Kellen launched a strategic, multi-tiered public relations campaign surrounding WPD which consisted of print, broadcast and digital media outreach initiatives. The program was designed to extend the message of pasta's numerous benefits, including the health and economical advantages, beyond October. The goal was to essentially sustain interest in pasta throughout the year. In addition to traditional media outreach via press release writing and distribution and media outreach.

The event was held at an old theatre in NYC, so we thought PastaBill representing a Playbill would be a great onsite program!

Results:
Kellen garnered 472 media placements in broadcast, print and web resulting in 436,928,436 impression, touching nearly countless people with the message that pasta is healthy, economical and fun!

Key placement highlights include:

• CBS "Early Show" (National)
• PIX Morning News (New York City)
• Better Homes & Gardens Magazine
• Real Simple Magazine