A waterfront tradition for more than five years, Sandi brings smiles and cheer to the City’s waterfront year after year. While Sandi is unique, South Florida cities are packed with things to do and see, and the City of West Palm Beach challenged MCG to increase Sandi’s exposure, capture headlines against competitors, and secure day-of media coverage for the famed annual tree lighting.
To ensure success, MCG mapped out a strategy and plan to increase Sandi’s exposure – and make it last throughout the entire month of November and beyond.
Every year Sandi’s story unfolds a little bit more and this year was the biggest yet. The City shared with the MCG team that Sandi had fallen in love – and was returning with a new BFF. MCG challenged the City to “sculpt in secret,” keeping Sandi’s 2017 holiday “tail” under wraps until the night of the tree lighting. Using the element of surprise as a media hook, MCG teased out the news all month long. The first release distributed invited readers to guess if Sandi was bringing a sandman, mini Sandi or something with feathers or fur. As the weeks passed, MCG continued to trickle out news about Sandi’s surprise, right up until the big reveal, which generated continued and growing buzz.