As part of an overall media relations campaign designed to build name recognition for CIC Health, a COVID-19 testing and vaccination logistics provider launched in August 2020, Solomon McCown & Cence (SM&C) leveraged a major milestone in the company’s success story to secure national coverage. In January 2021, as the first of three CIC Health-operated mass vaccination sites for the Commonwealth of Massachusetts opened at Gillette Stadium, SM&C pitched an NPR correspondent to cover the story, knowing she also reports for CBS Sunday Morning, the nationally top-rated Sunday morning news program. After her story ran on NPR, we followed up and secured the national television coverage by offering one of the earliest on-camera interviews with CIC Health co-founder, renowned surgeon and author, Dr. Atul Gawande. The segment ran on Super Bowl Sunday, reaching an audience of 5,854,252.