CerconeBrownCompany
  • Capabilities
    • Media Relations
    • CBC Houses
    • Influencer Campaigns
    • Social Activation
    • Creative Campaigns
    • Content Creation
    • Research & Insights
  • Case Studies
  • About
  • Contact
  • Blog
  • Menu Menu
  • Twitter
  • Facebook
  • LinkedIn
  • Instagram
  • Youtube

Civic Publicity

Blog
Cercone Brown Company Logo

Public relations and advertising campaigns draw attention to brands. But what if those campaigns focused on more than just the brand’s products or services? What if they went the extra mile?

Cvic Publicity

Civic Publicty

Civic marketing and publicity is a combination of public relations and civic engagement occurring when brands use their notoriety to rally people in a community to address an issue or do some good. It’s more participatory – the brand goes beyond drawing awareness and support for the cause to play a more active role in the process.

Photo Courtesy of Gustavo Brazzelle https://creativecommons.org/licenses/by/2.0/

Photo Courtesy of Gustavo Brazzelle https://creativecommons.org/licenses/by/2.0/

Heineken’s “Cities” Campaign

Heineken offers a prime example of civic publicity in their “Cities” campaign. They turned to consumers to crowdsource ideas for projects in New York, Los Angeles, Chicago, Houston and Honolulu. With the help of crowdfunding platform Indiegogo, they will raise money from their communities for these projects, matching up to $20,000 in each city so that they can put their plans into action.

The campaign kicked off this September with a re-imagination of the abandoned Miami Marine Stadium.

In the past, Heineken has taken the lead on projects to improve cities. They made music from turnstiles in New York and made the Golden Gate Bridge light up with sound in San Francisco.

But now they are giving consumers control over their projects, and by doing so they are shifting their focus public relations towards civic publicity. Consumers now have the chance to their voices heard, allowing for an active role in directing change. The result of this shift: positive publicity and loyalty to brands.

Heineken Tweet 1

Heineken Tweet 2

Heineken Tweet 3

Heineken Tweet 4

Heineken Tweet 5

Heineken Tweet 6

Heineken Tweet 7

How CBC does Civic Publicity

We at Cercone Brown know the importance of raising awareness for worthy causes, which is why we’ve worked on public relations campaigns for brands like AMPSURF, the Red Cross, and many more in the past. We work with Brands on a Mission and a big part of that mission is to bring people together to benefit our communities.

October 13, 2016
Tags: ad campaign, cbc, cercone brown, Cercone Brown & Co., cercone brown & Company, Civic Engagement, Civic Publicity, PR agency, public relations, social media pr
Share this entry
  • Share on Facebook
  • Share on Twitter
  • Share on WhatsApp
  • Share on Pinterest
  • Share on LinkedIn
  • Share by Mail
https://cerconebrown.com/wp-content/uploads/2018/06/CBC-Favicon-e1626169648183.jpg 250 250 cbc08 https://cerconebrown.com/wp-content/uploads/logo-png-300x300.png cbc082016-10-13 15:12:312016-10-13 15:12:31Civic Publicity
You might also like
Cercone Brown Company Logo Media Relations Succees: Nalgene Featured in MSN’s “Made In America” Feature
Cercone Brown Company Logo Virtual reality — the future for brand-to-consumer storytelling?
Cercone Brown Company Logo Pepperidge Farms Signs on to Winter House 2010
Female Influencer wearing a watch (In)Authentic Marketing in the Age of the Influencer
Cercone Brown Company Logo Hefty’s #SaidNoSchoolEver Ad Campaign Brings Laughs and Awareness
Cercone Brown Company Logo Media Relations In a Down Economy: Three Rules to Getting Ink
Signup for the CBC Newsletter
Receive updates on exclusive content created by the CBC team.

#ICYMI Latest Posts

  • The Limits of AI: Why Human Touch is Still Important in Marketing
  • What Does A TikTok Ban Mean for Marketers?
  • Why You Need to Switch to Google Analytics 4 ASAP
  • Everything You Need to Know about SEO and PR: Best Practices for Integrated Campaigns
  • Making the Most out of Your Social Media Content Map
  • 10 Healthcare Marketing Trends to Help You Stay Ahead of the Curve
  • Don’t Panic: Tips for Marketing During a Recession
  • What is a Social Media Marketing Funnel?
Cercone Brown © 2023 / Experiential Marketing, PR + Digital Content | Privacy Policy | Careers
  • Twitter
  • Facebook
  • LinkedIn
  • Instagram
  • Youtube
Video Killed more than the Radio StarCercone Brown Company LogoCercone Brown Company LogoThe Art of Streaming Could Be Music to Advertisers’ Ears
Scroll to top