FOCUS: Virginia nonprofit really wants Murray to visit on Groundhog Day

Editor’s note: These folks in Virginia really want Charleston-based actor Bill Murray, star of the movie Groundhog Day, to visit on Feb. 2. We thought we’d help share their clever invitation and publicity stunt. On social media: #HelpChuckMeetBillMurray

By Caroline Satchell | When you are a nonprofit nature museum that wants to build a name for itself with limited resources, what do you do? Have one of your animals beg a celebrity to come meet you, of course.

That’s what the Virginia Living Museum (VLM) in Newport News, Va., has done with its groundhog, Chesapeake Chuck. Chuck claims to be the Number One fan of one of Charleston’s celebrity residents – comedian and actor Bill Murray. Chuck has launched a national social media campaign to have Murray join him for Groundhog Day on Feb. 2. To date, the museum’s Bill Murray Facebook posts have reached almost 150,000 people, generated over 4,000 likes and almost 2,000 shares. Comments have come from as far away as Australia. Media have picked up on the story and the Newport News Visitor Center is even helping promote the cause.

Organizations, large and small, often struggle to understand how best to utilize social media to enhance their brand and reputation. There is no clear magic formula, but humor, cute animals and clever ideas are key components. The VLM seems to have combined all three in this latest venture.

Chesapeake Chuck and his handler, George Matthews.

The Virginia Living Museum — an animal sanctuary and science center — has been actively courting Murray to officiate at its February 2nd celebration in Newport News since last December.  The museum’s weather-predicting groundhog, Chesapeake Chuck, has written almost daily posts on the museum’s Facebook page and Twitter account to catch Murray’s attention. There have been letters to Santa, New Years’ Resolutions, Bill Murray movie references and blatant sucking-up to the star. Chesapeake Chuck is asking fans to repost or like his Facebook posts or to retweet using the hashtag #HelpChuckMeetBillMurray. Attendees at the museum itself can also take a picture with a Bill and Chuck cutout and tweet it or post it with the hashtag.

Chesapeake Chuck claims to have been the star’s #1 fan since Murray played a reporter covering Punxsutawney Phil in the 1993 film, Groundhog Day. The endearing role had Murray reliving the same Groundhog Day over and over again until he learned understanding and compassion for others.

Bill Murray is known to be difficult to reach, but also notorious for turning up in unexpected places. A video of Murray crashing a bachelor party in Charleston last year became a YouTube hit. The museum is also hoping its nearby destination to Charleston may accomplish a similar surprise visit.

Chesapeake Chuck is blanketing known Murray hotspots in Charleston in hopes of luring him north. He has sent Bill an official invitation plus a puppet replica of himself care of the RiverDogs baseball team that Murray partly owns. Likewise, Chuck has reached out to the Rutledge Cab Company restaurant where Bill also has a stake.  Phone calls to local community establishments looking for sightings have taken place. The mayor of Newport News has even proclaimed February 2 as Bill Murray Day.

Click to make image larger

Why such an all-out effort to get Bill Murray to the Groundhog Day festivities? For one, the Virginia Living Museum is celebrating its 50th anniversary. VLM marketing manager Judy Triska says the campaign’s humor and groundswell of enthusiasm have been a tremendous boost to both their image and following.

“This has not only been a fun campaign to run, but it has actually introduced us to a whole new audience in a creative and unique way,” Triska adds. Even the local colleges have joined the cause. The squirrel mascot from The College of William and Mary is encouraging a rodent revolution on the groundhog’s behalf to encourage Bill to come.

All that’s left now…. is to hear from Bill.

Caroline Satchell, professional writer and former television producer and a good friend of VLM’s Chesapeake Chuck.