Arnaud’s Restaurant in New Orleans continued its tradition of giving back to the community. In January, the restaurant donated more than 1,100 toy bears to the New Orleans Police Department as a result of its second annual Teddy Bear Program, more than doubling the number of bears raised in 2014, the program’s inaugural year. Thanks to the generosity of Arnaud’s loyal customers and partners, including the New Orleans Police & Justice Foundation and New Orleans Convention & Visitors Bureau, among others, local children who experience a tragedy or victimization will have a little something to hold on to during a time of need.
The tactic that proved most beneficial to the success of the campaign was proactive media relations, which resulted in advance placements that included our call to action, as well as post-event coverage trumpeting the success.
Media coverage garnered as a result of the press conference – where the teddy bears were presented to the New Orleans Police Department – reached an estimated audience of more than two million people and valued at nearly $27,500, up 36 percent from 2014. In addition to online coverage by Biz New Orleans Magazine, all four of New Orleans’ local television stations attended the press conference and touted the campaign’s success and Arnaud’s goodwill. Feature stories leading up to and following the campaign also appeared in The New Orleans Advocate and other local online news outlets.