The inaugural Special Olympics USA National Games were held in Ames, Iowa, in July 2006, and the Special Olympics Games Organizing Committee wanted a local Iowa agency that could leverage its public relations expertise to help make a splash and build excitement for the games.
Two Rivers Marketing was a perfect fit.
We executed a strategic media relations and public awareness campaign that met or exceeded every objective. This plan included pre-event efforts and support during the National Games. Some of the tactics included:
- Three separate media events in the year leading up to the games.
- A heavy press release schedule three months prior to the games to help generate buzz and build media excitement.
- A daylong media tour with National Games celebrity ambassador Tom Arnold.
- Grassroots activity to energize the general public, promote strong attendance numbers and recruit the 8,000 volunteers needed to make the games a success.
- Media relations during the games that included such activities as managing media reservations for the opening ceremonies, overseeing the Media Operations Center, coordinating numerous live TV spots, supervising dozens of media-relations volunteers, and setting up media interviews with Special Olympics authorities, athletes, coaches and celebrity volunteers.
Two Rivers Marketing not only spearheaded local media relations efforts, but also had 20 associates volunteer their time at the National Games.
With more than 900 online news clips, 500 print clips, four major national broadcasts, 280 local and regional broadcasts, and more than 350 attending media members, the inaugural Special Olympics USA National Games were an impressive start to future Special Olympics National Games, which are now planned to take place every four years.