Alzheimer’s Association

ABOUT THIS PROJECT

CATEGORYEvents

SITUATION

On Tuesday, October 23, 2018, the 35th annual Alzheimer’s Association Rita Hayworth Gala was held at Cipriani 42nd Street. The event, which was founded by Hayworth’s daughter Princess Yasmin Aga Khan, raised $1.6 million for critical Alzheimer’s care, support, and research programs. Willie Geist, host of NBC News’ Sunday TODAY with Willie Geist and cohost of MSNBC’s Morning Joe, emceed the event, which was chaired by Aga Khan and Anne Hearst McInerney.

STRATEGY

In preparation for the Gala and its supporting summer kickoff event in the Hamptons, Magrino carried out a targeted media strategy with the goal of driving heightened awareness of the organization and its mission to end Alzheimer’s.

Magrino proactively pursued feature media placements on behalf of the organization and its Gala cochairs and event honorees, highlighting their work within the organization and event. Magrino secured stories that relayed the individuals’ ties to the disease, to make them meaningful, personal, and relatable.

SOLUTION

Magrino secured pre-event calendar listings and coverage of the Gala in appropriate tri-state outlets to promote ticket sales and awareness of the event. Magrino secured 18 top-tier journalists to attend and cover the Gala. Magrino secured impactful post-event coverage of the Gala highlighting the Association and its mission.

Magrino secured more than 100 million media impressions for the Rita Hayworth Gala and its Hamptons kickoff event.