Successful Memories & Memorabilia Campaign Launched for Carvel Ice Cream by Shira Miller Communications
April 19, 2004, Atlanta, Ga. - Determined to capitalize on the strong emotional connection customers feel towards Carvel Ice Cream, Shira Miller Communications launched a media relations campaign asking people to share their special Carvel memories and memorabilia with the company. Called the "Carvel Family Album," this grassroots pitching effort specifically targeted newspapers in key Carvel markets.
The campaign was a huge success, raising visibility with customers and prospective franchisees in the most important markets. Stories were generated with media outlets such as the New York Daily News, Boston Herald, Hartford Courant, New Jersey Star Ledger and Atlanta Business Chronicle. Hundreds of creative memories and memorabilia submissions were received, like the winning entry from a couple who so craved Carvel that they stopped by a store on their June 1971 wedding day to share a thick shake. Other great items submitted ranged from old Captain Carvel comic books and a uniform from the 1960's to Little Miss Half Pint Certificates.
Based in Atlanta, Ga., Shira Miller Communications helps make clients' products and services important to their audiences. The firm specializes in brand image enhancement, strategic communications, new product launches, media relations, community relations and marketing communications. In addition to Carvel Ice Cream, clients have included Auburn Health Strategies, Cox Communications, Spanx (hosiery & innerwear), The Weber School, Morrison Management Services, American Retail Group and Maurices since the firm's inception in January 2001.