Case Study: Extensive Media Relations Effort Makes Wreath Campaign at Arlington National Cemetery a Success

Critical to Wreaths Across America’s campaign was national media coverage. The organization reached a media zenith with page 1 story in The Washington Post.  Image courtesy of Kemp Goldberg Partners

Critical to Wreaths Across America’s campaign was national media coverage. The organization reached a media zenith with page 1 story in The Washington Post.
Image courtesy of Kemp Goldberg Partners
Twenty years ago, Morrill Worcester, owner of Worcester Wreath Company of Harrington, Maine, found himself with a surplus of wreaths toward the end of the holiday season. Recalling a fond boyhood experience at Arlington National Cemetery, Worcester realized he had an opportunity to honor U.S. veterans and arranged for the wreaths to be placed at Arlington in a section that had been receiving fewer visitors with each passing year.
This low-key tribute, performed each year on Dec. 10, continued without much fanfare until 2005, when a photo of the stones at Arlington, adorned with wreaths and covered in snow, circulated on the Internet and received national attention. By 2007 the Worcester family had formed the nonprofit Wreaths Across America (WAA), and has since been working to expand the placement of wreaths in the U.S.

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