The Rosen Group developed a multi-tiered approach to the campaign, drawing on all levels of WGH participation—from manufacturers to local clubs to individual hobbyists. To create news pegs, the firm identified peak periods of interest in model railroading—such as Fathers’ Day, the pre-Christmas buying season and Take a Model Train to Work Day in November.

For media appearances, the firm tapped a wide network of hobby advocates, including celebrity spokesperson Michael Gross, respected model railroad journalists and historians, and more than 1,000 Ambassadors—enthusiasts nationwide who volunteered to speak to local community groups and schools about their love of the hobby.

Key initiatives included

  • The Broad-based consumer pitches on how consumers can get involved with various aspects of the hobby

  • Stories on the $500 million business of model railroading, which reinforced the vitality of the industry while reaching the core constituency of affluent baby boomer males

  • Regional profiles of WGH sponsors

  • Local media coverage of club activities, train shows and individual hobbyists and their layouts

    • The Rosen Group has generated coverage for the hobby and the campaign across the media spectrum, with placements including:
     
  • The National television programs such as NBC’s Today Show, CNN’s Moneyline with Lou Dobbs and TechTV’s Screensavers

  • Local morning shows in leading markets such as Boston, Chicago, New York, Philadelphia, San Diego and San Francisco

  • An eight-city Satellite Media Tour

  • Business publications as Business Week, Wall Street Journal and Fortune Small Business

  • Daily newspapers including Arizona Republic, Atlanta Journal Constitution, Boston Globe, Chicago Sun-Times, Chicago Tribune, Dallas Morning News, Houston Chronicle, Minneapolis Star-Tribune, Newsday, Philadelphia Inquirer, San Diego Union-Tribune, San Francisco Chronicle, The New York Times¸ Oregonian, Toronto Star and Washington Post.

  • Scores of local radio interviews

    		•
    With the four-year mark approaching, WGH sponsors are reporting increased interest in their products and are planning to extend the campaign.