A celebration honoring nearly a dozen centenarians at The Palace Suites became an opportunity to share more than milestone birthdays. By uncovering the remarkable histories behind the residents—including World War II veterans, wartime brides and individuals whose lives span a century of change—The Ehlers Group developed a compelling human-interest story that earned television coverage on CBS Miami.
Opportunity
The Palace Suites planned a special celebration honoring the community’s centenarians, several of whom had recently turned 100 or had surpassed the milestone. We recognized that the media opportunity extended far beyond the celebration itself. Together, the residents represented more than a century of history, with personal experiences and perspectives that could bring the story to life.
Strategy
Rather than simply pitching a centenarian celebration, The Ehlers Group researched the residents’ backgrounds to identify the stories behind their milestone ages. We highlighted compelling details including military service, wartime experiences, long marriages, careers and family histories, while making residents and their families available for interviews. We then developed a television-friendly media pitch centered on the opportunity to meet and hear directly from these remarkable older adults.
Results
CBS Miami covered the celebration, bringing viewers inside The Palace Suites to meet its centenarians and hear their stories firsthand. The television coverage showcased the residents’ personalities and life experiences while providing meaningful visibility for the community and its vibrant resident population.
Why This Story Worked
Turning 100 is a remarkable milestone, but age alone wasn’t the story. By identifying the experiences, personalities and history behind the birthdays, we gave the media something much richer: compelling people with stories to tell. The celebration provided the setting. The residents made it a story.
Watch the CBS Miami feature here.