To connect with the L.A. culture of "wanting the best," Children's developed an ad campaign that posed questions to parents conversationally. For example, one of the ads features a pint-sized hockey player above the question, "You know the best leagues for your kids. Do you know the best hospital?"
Other ads featured questions about shoe stores, museums, and preschools. The ads were rolled out in a multi-media campaign through radio ads, bus wraps, and billboards. Marshall describes it as a "one-day media blitz."
A six-member media team at Children's stoked the interest of the community in the brand re-launch and the opening of its new hospital by taking on a unique challenge Marshall gave them: 110 media stories in 110 days. The "110" number hook came from the 110th anniversary of the hospital.
Lyndsay Hutchison, senior public information officer, who was part of the media team trying to push out stories to reporters, says they surpassed their goal.
"The final count was 135 stories," she says. "We had a calendar of events we were rolling out in support of the campaign, the opening of the hospital, and the anniversary of the hospital."
The story that got the most play was the hospital's opening day, when it moved 191 patients—from tiny babies to teenagers—from to the old building to the new hospital, 600 yards away. Nurses wearing black t-shirts with the phrase, "Baby steps to the Anderson Pavilion," held the IV bags carefully while they rolled children to their new rooms.