The Grove Bed Races hired Levy Public Relations to create a local and national campaign that would build on the event’s history and tradition while raising awareness of its new location and format.
Homemade beds race down the streets of Coconut Grove. The origins of bed racing date back three decades with this being the fifth anniversary of The Great Grove Bed Race with its fast-signs-fast-track and professional speed-way style play-by-play and on site live radio show, 5 intermissions of dancing, sponsor interactions live music and raffles from Royal Caribbean Cruise lines to benefit the charity.
The event takes place on Bayshore Drive by Peacock Park. Ingenuity has always been the key component of the races. Entries in recent years have depicted everything from a bed-ridden President Obama to last year’s top prizewinner a Victorian-themed bed complete with white powder and wigs. Like any other 5k or triathlon for charity, the Bed Racers fundraise beginning in August and throughout the fall season, with a 5-man race team and an additional 5-man pit crew, sending emails and encouraging attendees to sponsor and donate to their teams.
For the Grove Bed Races, we created a campaign that emphasized pre-event coverage in order to establish a press credential system, as well as securing attendance to the event.
Our first initiative was to strategically release the participation of rapper Florida as the race’s Grand Marshall to key local and national media including the Today Show and the Miami Herald. We also secured interviews with Florida in several TV stations and radio shows. Because of celebrity status and local connection, he was key in getting the message out to the public.
Levy Public Relations also used the previous year’s coverage to illustrate the changes made for the present edition of the races such as the new location, new exhibitors, and the involvement of Dress for Success as the race’s beneficiary. We also focused on the stunning costumes, dynamic décor and racer choreography as the fun angle of the Great Grove Bed Races and tied it in with the race’s mission of raising money and awareness for charity.
The Great Grove Bed Races was covered by all local TV stations, major newspapers and numerous online media outlets. We had over 25 journalists attend the event.