CASE STUDY

Gilda's Club
Grand Opening Laugh Off

Gilda's Club, established in memory of the late comedian Gilda Radner, is a support organization for men, women and children living with cancer. When its Northern New Jersey branch opened in Spring, 2000, Gilda's Club wanted a grand opening celebration that would endure in the minds of key audiences, including the media, financial supporters, club members and the North Jersey medical and cancer-care communities. Winning Strategies was chosen to help position Gilda's Club as an essential resource in the North Jersey health care community.

Winning Strategies suggested a signature event that would draw a large audience for the grand opening and that could be repeated annually, creating an ongoing, positive perception for Gilda's Club. The event was a comedy competition, the Laugh Off. It honored Gilda Radner's art, and also reinforced the image of Gilda's Club as an organization helping people live with cancer rather than merely enduring it.

The Laugh Off was held at Gilda's Hackensack Clubhouse. Local television personalities, deejays and newspaper columnists were invited to serve as judges. Press releases and news alerts enlisted comedians to audition for the contest. Three nights of auditions resulted in four finalists who competed on opening night.

The Laugh Off generated more than 3.5 million print and nearly 200,000 broadcast impressions and helped establish a unique identity for Gilda's Club. It also created long-term relationships with local media and the medical communities. The Laugh Off has become an annual "friendraiser" for Gilda's Club.