In case you missed it, we were thrilled to win a PRSA Puget Sound Totem Award for work done on behalf of Haystax Technology. The Totem Award is a symbol of creativity and accomplishment for the PR industry, and representative of the level of service we strive to deliver for our clients. Our team put a lot into this campaign and we wanted to take this opportunity to give you an inside scoop on how it all went down…

Super Bowl 50 presented RH Strategic with a major, nationwide opportunity to help its client, Haystax Technology, build visibility for its brand and solutions. The company, which provides advanced security analytics and risk-management solutions to enterprise and government agencies, was tapped to secure the influential event.

Haystax Constellation analytics platform in actionHaystax Technology’s Constellation analytics platform would be used by state, federal and local law enforcement officials to protect attendees at the weeklong series of Super Bowl 50 events. This included Super Bowl Opening Night, the Super Bowl City fan village, and the NFL Experience in Santa Clara, California. Given the event’s national appeal and the public’s heightened awareness of threats to national security, RH Strategic recognized it as a prime opportunity to raise Haystax Technology’s profile.

To start building interest in the week leading up to Super Bowl 50, the RH team invited members of the media, representatives of Capitol Hill, and other stakeholders to visit Haystax headquarters in Herndon, Virginia. There, they were given a view of the real-time threat awareness data and communications coming from the epicenter of all Super Bowl festivities. Attendees also received in-depth demonstrations of Haystax’s technology, giving them a peek into how the platform was being used by all public safety agencies collaborating to monitor the Super Bowl.

RH Strategic also helped secure on-site visits for media with Mike Sena, a state of California spokesperson, at an undisclosed location outside San Francisco, not too far from Levi’s Stadium. This gave media a first-hand and real-time view of how Haystax Technology’s solution was being used to help manage security for federal, state and local law enforcement agencies. High profile journalists from Bloomberg and NPR both visited in-person and interviewed Sena, resulting in national media placements for Haystax Technology and the state of California.

Media that covered Haystax from the Super Bowl 50 campaignThe campaign generated a burst of attention through national business, technology and public safety trade media coverage during the week leading up to the Super Bowl, resulting in:

  • Total Stories: 17
  • Total Impressions: 550 million

The campaign was a huge success. RH Strategic was able to position the company as a top-shelf resource on how to use security analytics to protect an event or organization.


RH Strategic is a Seattle and D.C.-based communications firm providing strategic public relations for innovators in the technology, public sector and healthcare markets.