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lambeau field atrium

Challenge:atrium.jpg
During the height of the economic downturn (2008 - 2010) the Green Bay Packers' wanted to increase the public's awareness of, and use of, the Lambeau Field Atrium. The Atrium features the Hall of Fame, Stadium Tours, conference and meeting facilities, the Packers Pro Shop and Curly's Pub. While the Packers have an excellent in-house public relations department, it primarily focuses on football or corporate business PR.

Leonard & Finco was asked to reach out to regional specialty media such as educational, business, convention and bus tour publications as well as traditional and social media outlets.

Solution:
The target audiences for the Atrium businesses vary greatly, so each target audience is addressed with different strategies and PR tactics. To effectively promote the varying lines of business, Leonard & Finco held multiple meetings with the Packers' marketing department to discuss their specific targeted media, demographics and promotional goals. From there, Leonard & Finco developed an overall plan that related to each business entity's goals, including targeted media outlets and targeted audiences for each business unit.

Results:
Contrary to the downturn experienced by many attractions during this time frame, the visitor numbers to Lambeau Field Atrium business units held steady in the depths of the recession and began increasing in 2010. Bookings for conferences, conventions and special events also held steady and then began to increase as well.

Featured media placements for the Atrium business units included targeted trade publications, traditional and social media. A few examples include:

  • Group Travel Leader (August 2010): "Out of the Park." A full page feature including information and photos of Stadium Tours at Lambeau Field.
  • Women Magazine (October 2010):" Making History." Three pages about historical wedding reception venues in Northeast Wisconsin.
  • Moms Like Me (March 2011): "Adventure Abounds in Scouting." A full page story that includes the Hall of Fame's scouting program.
  • Northeastern Group Tour (Spring 2011): "Team spirit: Tour Lambeau Field while on a visit to the Packers hometown, Green Bay." A full page story that includes all sections of the Atrium.

Numerous bloggers also carried information and social media was used to extend the reach of media placements.