Toasting Up a Celebration That’s ‘Bae Goals’
After years of watching National Bagel Day share the spotlight with National Pizza Day on February 9, enough was enough. Vault made the strategic recommendation for Thomas’ Bagels to formally change the date of the ‘hole-iest’ holiday to January 15 – giving the iconic breakfast staple its very own day of appreciation.
Hundreds of bagel lovers ‘hole’-heartedly voted in favor of changing the date through an online poll and, to make things official, Vault had the date formally registered in Chase’s Calendar of Events and forever changed on NationalBagelDay.com. Vault toasted up a buzzworthy celebration that garnered more than 80 million impressions, thousands of social media shares and nearly 200 placements in 32 media markets across the country, culminating in an epic pop-up execution in Philadelphia’s iconic 30th Street Station, where more than 11,000 consumers received free Thomas’ bagels and had the chance to “pop” out of a larger-than-life Thomas’ toaster or snap their photo by a giant bagel wall. Take that, pizza.
Revving Philadelphia’s Engine with Axalta
When Axalta revealed the new paint scheme for the Axalta-sponsored No. 88 Chevrolet Camaro ZL1 race car, which celebrated the World Champion Philadelphia Eagles and prominently featured the Axalta All-Pro Teachers logo, the company relied on Vault to execute the announcement with precision and to generate buzz in the city of Philadelphia.
Vault served as the point for all event logistics and media coordinating, facilitating a seamless event that brought out more than 300 Philadelphians and numerous media outlets. The event garnered significant media coverage, resulting in nearly 25 million impressions.
Turning a Heartfelt Gift into National Headlines
When BAYADA Home Health Care Founder Mark Baiada decided to distribute $20 million as a “thank you” to his employees as the company transitioned to a nonprofit organization, Vault was tapped to develop and execute an impactful and creative communications strategy to put a spotlight on BAYADA’s unique culture.
Leveraging the season of giving in late November, Vault brought together a group of BAYADA employees for a special luncheon in Philadelphia, where the first BAYADA office opened more than 40 years ago. Luncheon guests were surprised by an emotional Baiada revealing his $20 million “Gift of Gratitude” and providing each employee with a letter that shared their gift amount, which was calculated based on their lifetime earnings with the company.
Thanks to an expertly choreographed announcement and aggressive, creative media outreach tactics, Baiada’s gift became a viral Thanksgiving Day story profiled on several national broadcasts including The Today Show, Good Morning America, CBS This Morning and ABC World News Tonight with David Muir. To further amplify the gift in the many markets where BAYADA operates, Vault orchestrated regional events to thank local employees, generating hundreds of additional media placements throughout the country in early December.
All told, the Gift of Gratitude announcement generated more than 350 media placements and nearly 173.3 million impressions, all of which highlighted Baiada’s generous spirit and his company’s unique commitment to its employees.
Showcasing Sustainability Strategically
At Trinseo, a leading global chemical materials manufacturer, a commitment to top-notch safety measures, environmental sustainability and community service is at the core of the company’s culture. This year they took their commitment a step further by committing to convert the report to GRI standards. Vault partnered with Trinseo to ensure the report, from structure and organization to design and formatting, made strides toward global standards and reporting metrics.
Vault produced a full GRI-focused report, as well as an executive summary, infographic video, web copy and graphics and a social media strategy to support the launch. For a second year in a row, the Trinseo sustainability report took home a Pepperpot for Special Purpose Publication.