We simply refuse to let our clients send out boring, expected, unengaging press releases and ABC was no exception. In order to increase the chances that recipients read, share, and write about ABC’s holiday campaign, we concocted an attention-grabbing press release structure: a riff on the famous holiday poem, A Visit from St. Nicholas by Clement Clarke Moore (‘twas the night before Christmas, anyone?!) While the classic, nostalgia-inducing poem tells the story of a family on the night before Christmas being visited by Santa, ours tells the story of ABC crafting their holiday campaign in order to gift it to the world. This comedic, rhyming story takes the reader on a fun journey through ABC value props and culminates in a colorful description of the campaign. As a final nod, we included a fun epilogue addressing the press themselves thanking them for reading and sharing the unique press release.