Make-A-Wish Destination Joy

In 2005, the Make-A-Wish Foundation retained Cone to help capitalize on and protect the strength of the brand through increased awareness and fundraising. Working closely with Make-A-Wish representatives, the Cone team helped determine campaign elements and positioning and sponsorship strategies. The result was the Make-A-Wish Foundation’s first national cause campaign, Destination Joy^sm presented by LAY’S^® .

“Destination Joy” was to represent the magical journey a child experiences during a wish. Featuring an annual 10-day “kickoff” in June with an engaging series of activities that invite people to bike, drive, sail, fly and creatively use all forms of transportation, the campaign compels individuals to realize that they have the power to grant a wish through contributing their time, talents and/or resources.

The campaign launched in June 2007 with incredible success. In the first three months, the campaign signed more than 10 corporate sponsors and promotional partners, garnered more than 1B media impressions, motivated thousands of new supporters to get involved and raised millions for the cause. The Foundation is projected to have doubled its marketplace presence as a result of the campaign and is building out elements to maintain this momentum.