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lambeau field grand re-opening

Challenge:lambeau.jpg
After nearly three years of construction, a newly expanded and remodeled Lambeau Field was to be opened to the public with a series of public events taking place over a two week timeframe. Leonard & Finco Public Relations, Inc. was asked to work with Packers staff to help design, plan and implement:

  • Colossal statues unveiling
  • Bob Harlan Plaza dedication
  • Public tour & open house day
  • Labor Day picnic for organized labor
  • Packers Hall of Fame dedication & opening
  • Game Day Dedication Ceremony

Adding to the challenge was the charge to keep in mind that the new facility was partially financed with taxpayer money; so the events needed to be memorable, appealing to a wide audience, and cost effective. Maximum media exposure was desired.

Solution:
Planning, planning, planning! A full year and a half before the events, L&F personnel began working closely with internal teams which were formed for each of the events. Various team members were assigned focus areas, including sponsorships, volunteers, food, giveaways, media, facilities, safety & security, etc. Task and timelines were developed and continuously revised. Media outreach efforts began three months in advance in order to secure live television coverage as well as placement in key newspapers, business and trade publications. The result was a series of events which attracted thousands of people (the open house day hosted 45,000) and generated hundreds of thousands of dollars in media coverage --- all within budget!