Title of Entry: “Front Page of the New York Times”
Location: Boston, MA
Client: Cyber Aces
Category: 169. Newspaper placement
Placing a client in any newspaper is tough and the bigger the paper, the bigger the challenge. The New York Times is an especially hard sell with editors and reporters hearing about every conceivable pitch imaginable. Aritchbrand of Boston was approached by a fledgling company called ‘Cyber Aces‘ who was looking for prominent media exposure. Adam Ritchie Brand Direction, whose services include marketing, media outreach, crisis management, and creative development, was game.
Cyber Aces identifies, trains, mentors, and develops young Americans for the quickly emerging field of cyber security. Their students are the future employees of the NSA, the Pentagon, and Fortune 500 Companies. The field of cyber security is getting crowded and Cyber Aces wanted to differentiate itself from the pack when it turned to aritchbrand.
Aritchbrand developed and honed a unique pitch. They called up the Times lead cyber security writer and offered to bring a high school hacker to the offices to grill the paper’s cyber security chief…sort of a young Jedi knight matching skills with an old Jedi master scenario. If the writer was impressed, do a story. If not, at the very least, the security chief might learn a few things. The writer took the bait and not long after Cyber Aces not only made the paper, but the front page.