Case study

Miss Universe

A global pageant brand, modernized for a new audience.

Link active · last checked September 22, 2026

Sheynnis Palacios being crowned Miss Universe on stage, arms raised

The challenge

The Miss Universe Organization needed to reach beyond its traditional broadcast audience and engage a younger, digital-first public without losing the prestige of a decades-old global brand.

The insight

A legacy event earns new relevance when its stories live where the audience already is.

The solution

Last Word Communications built a digital and social strategy around the pageant's contestants and their stories — real-time coverage, platform-native content, and press outreach that carried the event far beyond the telecast, growing engagement across every channel while protecting the brand's stature.

Services

Digital Strategy
Public Relations
Social Media
Event Production

Selected pageant coverage

Selected 2024 coverage of Miss Universe, its titleholders and national franchises. Some stories appeared after Kate's January 2023–March 2024 engagement.

Background reporting

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