Update: AtomicPR's work for The Trust For Public Land to save Cahuenga Peak - the home of the iconic Hollywood Sign

Sean Mulholland originally posted about this project in February when AtomicPR's L.A. office had just unveiled the first phase of a stunt to cover up the Hollywood Sign, which generated major international media and blogosphere buzz - Atomic's "Hollywood sign" stunt for the Trust for Public Land. We don't always get multiple news helicopters to turn out for all our programs, but it's pretty cool when they do. :-)

By covering up the Sign, the Save Cahuenga Peak project went on to capture the imagination of a wide variety of organizations and people, from Steven Spielberg and Tom Hanks, to Dame Elizabeth Taylor and Ellen DeGeneres, to Governor Schwarzenegger and Julia Louis-Dreyfus. Even the Vatican got in touch- and Hugh Hefner jumped in as the surprise punctuation mark at the end.

The AtomicPR - designed Save the Peak campaign mixed insightful research and strategy with a high-level celebrity and politician evangelist program, strong media relations, a micro-site, active social media interaction, a donation widget, video and real world events. The Save the Peak campaign successfully raised the $12.5 million needed to set aside Cahuenga Peak as an extension of Los Angeles' Griffith Park, and will be enjoyed for generations to come. A detailed description of the campaign and results is here: The Trust for Public Land: From Hollywood to Save The Peak, and Atomic's teams in L.A. and San Francisco had a blast working on it.