Field Notes from an Adventurous Life, PR Campaign
The Challenge
Getting press attention for the annual Resident Gift—a guided journal called "Tales from an Adventurous Life"—wasn't an easy task. In a media landscape crowded with noise, how do you make journalists care about a senior living company's resident gift? We needed a creative approach that would cut through the clutter and make influential media members experience the power of stories firsthand.
What We Cooked Up
Instead of standard press releases that would likely be ignored, we created an immersive storytelling experience delivered directly to journalists' desks. The campaign was a meticulously crafted time capsule: a series of authentic-feeling correspondence from 1955 that unfolded over two weeks, culminating in the reveal of our actual resident gift.We created a fictional character named "Millie" who would send journalists on a vicarious road trip across America through a series of perfectly timed postcards and letters. Each piece was historically accurate, down to the postmarks and references (like the changing name of Hoover/Boulder Dam). The journey began in the Midwest and traveled through Yellowstone, Lake Mead, and finally to San Francisco—all documented in handwritten notes filled with period-appropriate details and touching personal reflections.
How We Pulled It Off
Sequential Mailers: Carefully timed series of three mailings designed to build curiosity and engagement
Week 1: A postcard from Yellowstone National Park, postmarked 1955.
Week 2: A letter with vintage Boulder Dam poster
Week 3: Golden Gate Bridge souvenir with hotel stationery letter
Historical Accuracy: Meticulously researched details, including travel times on pre-interstate highways, historical landmarks, and cultural references
Authentic Touches: Handwritten notes, vintage souvenirs, period-appropriate postmarks, and stationaryThe Reveal: Final package including the actual "Field Notes from an Adventurous Life" journal wrapped in brown paper with airmail stamps, accompanied by a letter explaining the campaign
My Part in All This
I conceptualized the PR campaign and wrote the fictional correspondence for our character, Millie. I researched historical travel routes to ensure the timing felt authentic and developed the narrative arc of the journey. The story had a personal connection for me, as Millie was inspired by my aunt who had passed away in 2013—though this remained my private inspiration for the project.
Our team designed period-appropriate stationery and created the vintage tourism poster with inspiration from classical travel advertisements from the National Park Service. Our goal was to ensure that every touchpoint of the campaign felt authentic to the 1955 time period.
The Result
The campaign captured the imagination of media influencers and generated press coverage for our company. Our approach demonstrated the power of storytelling, which was exactly what the journal was designed to do. The campaign earned Gold at the local, regional, and national American Advertising Awards (ADDYs).
I'm so proud to be a part of this project. It was an example of what can happen with a talented team who like each other come together with a clear vision.
