CLIENTS

CASE STUDIES

SECTOR: TRAVEL & HOSPITALITY

Seminole Okalee Village & Museum

Situation:
Seminole Wildlife park and museum, closed for over a year due to poor attendance, was about to end its dormancy and reopen its doors.

Solution: Phase I
Generate media interest with unique ‘help wanted’ listing.

One attraction consisted of a wrestler entering the ring with a creepy, crawly, creature... yes an alligator. We, naturally, considered this to be the most viable story hook.

Playing on the fact that the wildlife park would be in need of all new employees, we posted a ‘help wanted’ ad in the South Florida Sun-Sentinel in search of an alligator wrestler.

The ad created a literal media frenzy, ignited by play on NBC’s Tonight Show with Jay Leno.

SOLUTION: PHASE II
Another phase involved a small window of opportunity in the Big Apple. An urban legend in New York City had turned into a ’living and breathing’ one. An alligator was spotted in an 11-acre lake in Central Park.

For years, residents suspected that locals with a passion for exotic animals had been forced to release alligators into the wild, as they were no longer able to take care of their potentially dangerous pets.

Upon learning of this sighting, and the fact that this amphibious animal had eluded authorities for days, Malkus Communications Group successfully orchestrated, implemented and deployed Okalee Village’s premiere Alligator Wrestler Mike Bailey to the Big Apple in search of the alligator.

After two days of local, national and international media outlets following each step of the intense search, Bailey and his wife Tina located the caiman croc and brought it to safety.

Mission accomplished on two major fronts. ‘Damon the Caiman’ was safe, and the media outreach was a huge success. Malkus Communications Group’s ability to quickly and effectively respond to opportunity reaped huge rewards.

Combined, the Malkus-made stories were picked up in at least 10 different countries and were covered in dozens of media outlets including:

 

  • New York Times
  • Los Angeles Times
  • USA Today
  • Dallas Morning News
  • Atlanta Journal & Constitution
  • Sun-Sentinel
  • Miami Herald
  • CNN
  • NBC Today show
  • CBS Early Show
  • FOX News
  • BBC Radio
  • National Geographic TV
  • The Travel Channel
  • Dallas Morning News
  • Boston Globe
  • Minneapolis Star Tribune
  • Sun-Sentinel
  • Miami Herald
  • San Diego Union-Tribune
  • BBC
  • Associated Press
  • Reuters
  • MSNBC
  • TV ASAHI (Japan)
  • NBC Today Show
  • CBS Evening News
  • All four major networks in Miami (DMA Market #16), Jacksonville, FL, Orlando, FL and Tampa FL
  • All four major networks in New York City (DMA Market #1)
  • ABC Peter Jennings

Combined, the two strategies garnered regional, national and international branded placement for the tribe and its Okalee Village wildlife park, generating roughly 419 million media impressions based on circulation and viewership.

Thanks in large part to effective public relations and communications, attendance has increased over 100% since the park reopened.

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Seminole Okalee Village & Museum
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