EVENT-DRIVEN MARKETING

Challenge:
Officials at Cleveland Plus Marketing Alliance – an organization that promotes a region of 4 million people and 16 counties in Northeast Ohio – were ecstatic when the Cleveland Cavaliers made the NBA Finals for the first time in franchise history. With a turnaround time of just one week, Dix & Eaton was charged with handling all outreach to market the region’s assets to the national and international media in town for the event.

Solution:
Dix & Eaton utilized existing relationships to pitch sports, travel and tourism and economic development beat reporters from national print, broadcast and online media outlets. The firm also partnered with the Cleveland Cavaliers and the City of Cleveland to align communications around the Cleveland Plus message.

In addition, D&E created press kits with messaging about the amenities of the Cleveland Plus region and the economic impact of the Cavs’ participation in the Finals. The press kits were distributed at media room registration areas hosted by NBA and team representatives.

On the afternoon of the Cavaliers’ first home game, Dix & Eaton also coordinated a downtown pep rally with the City of Cleveland and the Cavaliers, inviting local, national and international press to attend.

Results:
An estimated 2,000 optimistic fans – and 14 media outlets, including ESPN, the Associated Press and international broadcast media from France, Argentina and Italy – flocked to the pep rally. Positive stories about the impact of the Cavaliers were picked up by the Associated Press and the Chicago Tribune, among other media.

Using the same approach, D&E subsequently developed marketing materials for the Bridgestone Invitational in Akron and Pro Football Hall of Fame inductions in Canton.