McCarthy Building Companies sought to bring media attention to their job site in honor of Safety Week—an important industry event but not inherently newsworthy. The objective was to generate strong media coverage that would position McCarthy as a national leader in safety innovation.
Recognizing the challenge of attracting media to a routine industry event, we developed a creative and strategic approach to make the story compelling. Rather than a traditional press release or standard media advisory, we took a hands-on, experiential approach. We sent personalized invitations to top San Diego media outlets, each accompanied by a state-of-the-art Safety Helmet (not a traditional hard hat). This gesture not only piqued media curiosity but also provided them with a tangible, first hand experience of McCarthy’s commitment to safety advancements.
The strategy proved highly effective. McCarthy Building Companies garnered extensive media coverage from many major San Diego news outlets, with on-site reporting that highlighted their leadership in safety practices. By shifting the narrative from a routine observance to a showcase of industry innovation, we successfully positioned McCarthy as a forward-thinking, safety-first organization on a national scale.
427,723 IMPRESSIONS
7 MEDIA PLACEMENTS
3 BROADCAST NEWS OUTLETS ONSITE
