Healthcare & Innovation – Case Study
Supporting Legendary Fundraising
Houston, Texas
The Assignment
An Evening with a Legend: Annual fundraiser hosted by a major pediatric cancer hospital that features Hollywood actors, Grammy-winning musicians, sports icons and former Presidents to raise funds for pediatric cancer research.
- Raised over $47 million in 11 years
- Live, onstage interviews and performances from President George W. Bush, Robert Duvall, Dr. Denton Coolie, Gloria Gaynor, Nile Rodgers, the Apollo Astronauts, The Texas A&M Junction Boys and many more.
Carbonara Group’s Role
- Supported ticket sales annually through the pre-event media coverage
- Supported hospital brand awareness through post-event coverage, including messaging about the cancer center and its mission
The Approach
- Targeted and generated interest among new organizations and affinity groups based on the theme of that year and specific honoree.
- Developed and pitched event-specific media opportunities to targeted reporters to secure pre-event coverage that would spur ticket sales and post-event coverage that would increase awareness.
- Editorial calendars were sourced to determine ideal pitching opportunities to connect the event honoree to the publication.
- Scheduled tours of the pediatric cancer center for the honoree to create a photo opportunity for pre-event media coverage.
The Results
In the seven years that Carbonara Group handled publicity, the event garnered more than 400 media hits, including several major newspaper features and television segments about the honorees, the event and the hospital’s beneficiaries.
