H&V CEO, Scott Florence (left) and the ADA's Shelby Frank on the air at Eagle 97.3

Bawden & Lareau Public Relations helped premium bakery client, Hill & Valley, kick off their 2008 media tour in support of the ADA’s walks to fight diabetes by overseeing and managing a tour of radio stations and newspapers in the Hampton Roads (VA) area this past week.

H&V’s CEO, Scott Florence, was joined by Shelby Frank from the Hampton Roads Chapter of the American Diabetes Association for interviews at area radio stations.  Additional information was provided to local and regional newspapers.

The media tours are part of a larger promotional effort to encourage residents in the area to register and participate in the upcoming walks to be held on October 4th and 5th in Virginia Beach and Hampton Roads, VA.  To help distribute the registration information, Hill & Valley partnered with Farm Fresh Food & Pharmacy, a local retailer who carries H&V’s products in their in-store bakeries.

Listeners and readers in the Hampton Roads area were encouraged to visit their neighborhood Farm Fresh Store and pick up the registration form at the Hill & Valley display.  (Download a registration form.) This is the first year H&V and Farm Fresh have supported Step Out: Walk to fight diabetes in the Hampton Roads area.  The walks typically involve over 1,500 walkers and thousands of additional contributors.

2008 marks the second year Hill & Valley has supported the ADA’s walks to fight diabetes.  Each year, H&V has been able to include the support of key retail partners in each market.  The combined support of Hill & Valley and the retail partner provides the local ADA with greater market exposure (in both the media and in-store) and in-kind product for training walks, rides, breakfast gatherings, sponsor “thank you” baskets and race-day food/treats.

B&LPR’s partner, Liz Lareau, oversees the H&V/ADA relationships on a market-by-market basis along with internal sales/marketing support staff from Hill & Valley.

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B&LPR is a boutique consultancy specializing in public relations and brand ambassadorship. It is located in the Quad Cities (Iowa/Illinois) and serves clients throughout the United States and in Europe . For more information on B&LPR, please visit our web site: www.bawdenlareaupr.com