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:
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.
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!
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