Zambelli Fireworks' Shines in the National Spotlight Through Targeted Media Campaign
Focused national safety campaign promoting Zambelli ultimately gains $1.6 million in ad equivalency revenue and an audience of more than 20 million.
Zambelli Fireworks is one of the most recognized and respected names in fireworks and features some of the most creative and innovative pyrotechnics in the world. However, Zambelli had only previously used word-of-mouth and traditional sales to market themselves, and decided that they would like to promote themselves around the Fourth of July holiday to increase business.
Zambelli selected Quest Fore to help them capitalize on the holiday and promote the company across the United States. Fireworks safety was identified as a key public service message that could be used as a marketing asset. A safety video promoting Zambelli and reminding Americans to be safe on the Fourth of July when using fireworks was produced to draw attention to the Zambelli name.
Results: Ten days before July 4, materials went to media across the country – newspapers, online publications, and TV and radio stations. The result exceeded expectations as Zambelli gained the following exposure: around $1.6 million in ad equivalency revenue across all media, an audience of 16 million on the web and 4.7 million on TV and radio, 125 articles mentioning Zambelli nationwide, and nearly 100 stories on TV and radio for a total on-air time of four hours and 30 minutes.
"Around $1.6 million in ad equivalency revenue across all media, an audience of 16 million on the web and 4.7 million on TV and radio, 125 articles mentioning Zambelli nationwide, and nearly 100 stories on TV and radio."