THE OPPORTUNITY: This famous hotel has been synonymous with Washington, D.C. VIPs for more than 75 years. It was time to freshen the image with something that will connect with modern interests.

THE APPROACH: Ad 1 brought together The Mayflower, the Josh Gibson Foundation and the Washington Nationals to showcase an in-house exhibit of Negro League baseball artifacts and leverage appropriate national, regional and local media opportunities across the spectrum of print, radio, television and Web.

THE RESULTS: The exhibit received significant coverage before, during and after the unveiling and media reception, with more than 50 significant hits, including USA Today, Sports Illustrated, CBS Sportsline and the Washington Post. Total PR value: $212,675. Total reach: 25.3 million potential viewers.