National Geographic Kids (NGK)

CLIENT
National Geographic Kids (NGK) inspires young adventurers to explore the world through its award-winning magazines, books, apps, games, toys, videos, events, and website, and it is the only kids brand with a world-class scientific organization at its core.

GOALS & OBJECTIVES
Introduce National Geographic Kids to the greater Austin area
Position National Geographic Kids as a philanthropic leader in the Austin area
Secure National Geographic media placements through strategic pitches
Create strategic grassroots programming promoting National Geographic Kids “Weird But True” books

CHALLENGES
National Geographic Kids selected Austin as its inaugural “Weird But True” town of the year. The PR Boutique was retained to develop a PR campaign to introduce NGK to Austin with an ultimate goal of selling NGK products. The PR Boutique engaged the community and the media to develop, promote and celebrate all that is weird and wonderful in Austin with “Weird But True” events throughout the city. The weeklong event began December 4, otherwise known as #WeirdWednesday at a Mayoral Ceremony on the Rooftop Plaza at the flagship Whole Foods Market. As a prelude to the kick-off event, NGK launched a “Weirdest of Austin” survey with the Austin Chronicle newspaper inviting Austinites to cast their vote on what truly makes Austin so unique. Categories included Weirdest restaurant, Weirdest Sandwich Shop, Weirdest Hotel and Weirdest Landmark.

The PR Boutique successfully forged NGK partnerships with local businesses and philanthropic organizations. Throughout the week, Austinites of all ages could check out National Geographic Kids’ Weird World Experience at the Whole Foods Rooftop Plaza, where they could play with virtual dinosaurs, dolphins, leopards and more in this weird augmented-reality experience. NGK donated books to the Dell Children’s Medical Center Library, placed man-made snow on the grounds of The Rise School of Austin for everyone to enjoy and invited kids of all ages to the Austin Nature & Science Center to learn more “Weird But True” facts about dinosaurs. Rachel Buchholz, editor of National Geographic Kids Magazine, served as the spokesperson for the events throughout the week. The PR Boutique pitched story ideas about the “True But Weird” events to a multitude of media outlets and as a result received extensive exposure highlighting the fun-filled week.

SUCCESS METRICS
National Geographic Kids “Weird But True” partnership events were a hit. The PR Boutique successfully connected NGK with local businesses and organizations as well as obtained an extensive amount of media coverage throughout the week.

The following are the partnerships NGK maintained with local businesses as well as the media placements received:

Partnerships with Local Businesses and Organizations
Austin Chamber of Commerce
Austin Convention & Visitors Bureau
Austin Nature & Science Center
Dell Children’s Foundation
Gourdough’s Big Fat Doughnuts
Live Oak ISD eBlast
The City of Austin
The Rise School of Austin
Whole Foods
Woof Gang Bakery Austin

Media
365 Things Austin
Austin Chronicle
Austin American Statesman
Austin Free Events
Austin Kids Directory
Austin Monthly
Austin, TX
Austin’s Kids Guide
CultureMap Austin
Do512
Free Fun in Austin
KUT Radio
KVUE-TV
KXAN-TV News at Noon
TCP Real Estate
Yelp
YNN

Digital
Austin Chamber of Commerce
Austin Chronicle
Do512
GoodyBag
iFLY Austin
Museum of the Weird
Toastie’s Sub Shop
Whole Foods Austin
Woof Gang Bakery Austin