Quiznos is one of the fastest-growing restaurant franchises in the world, expanding from its first location in Denver in 1981 to nearly 3,500 restaurants in 15 countries in a decade and a half. The combination of the company's rapid franchise growth and its aggressive and innovative marketing and advertising campaigns generates a great deal of interest in the company from media, customers and prospective franchisees.

Quiznos purchased television advertising around the 2004 Super Bowl, and created attention-grabbing advertisements that the company's public relations team knew would spark interest from a wide variety of media outlets, including many that had not covered Quiznos in the past. When the PR team began planning to maximize the public relations value of the upcoming advertisements, it became clear that the existing corporate newsroom on the Quiznos Web site, an obvious first stop for media working on a Super Bowl Sunday, was not up to the task of providing compelling and up-to-date information about the advertisements and the company. The site did not contain recent press releases, recent media coverage or any methodology for tracking visitors and their activity. As with most companies the internal IT department was unable to commit to updating the Web newsroom on tight timelines.

With 48 hours to go until kickoff, Quiznos called an audible and brought in Fluency Media's Internet Archives Press Room. Within hours the Quiznos' team was able to post all existing PR materials, add new articles, press releases and images and load all of Quiznos' existing media contacts into the Internet Archives' contact management system. The old Web newsroom was brought down, and with time to spare, Quiznos' new Press Room was open for business.

The ads were a gigantic success, with an estimated 225 million impressions. For Quiznos' PR team, however, the Internet Archives Press Room was truly the MVP of Quiznos' Super Bowl experience. In the first month following the advertising, more than 10,000 reporters, editors and other visitors downloaded materials ranging from photos to press releases to broadcast-quality copies of the advertisements. Eventually, Quiznos' received coverage in more than a dozen major national television programs and in hundreds of print publications throughout the United States, with the overwhelming majority of that coverage using information, images, video or other materials obtained from the Internet Archives. "If it weren't for Fluency Media's Press Room, we never would have gotten the volume and quality of coverage that we did," says Stacie Lange, Quiznos Vice President, Public Relations. "We still get thousands of downloads every week and it continues to be a tremendously important tool for our day-to-day public relations activities. Thanks to the Press Room, I spend far less time managing administrative details and far more time actually getting our message out to our core audiences," adds Lange. "It lets me build relationships with more reporters and editors using better-quality information at a lower cost than any other tool I've ever used."

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