Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?Visit Irving found itself with the unique opportunity to promote an attraction long gone from its city limits – 11 years to be exact – in order to promote a newly open attraction that desperately needed coverage. For nearly four decades, the most recognizable stadium in the NFL was in Irving, Texas. With its famed hole-in-the-roof, it’s where the Dallas Cowboys became “America’s Team,” where they would win all five of their Super Bowl championships, and where the Dallas Cowboys Cheerleaders were born. On October 24, 1971, the Cowboys played their first game at Texas Stadium. Fast forward 50 years. The stadium saw its last game at the end of the 2008 season and was imploded before a world-wide audience in 2010. In 2021, the City of Irving’s Department of Arts and Culture opened the Irving Archives and Museum (IAM), which boasts an exhibit featuring archival photos, stadium memorabilia such as original seats and lockers, and multi-media stadium history with NFL game footage. The anniversary of the first game at the stadium provided the perfect opportunity to garner media coverage for a museum that opened during a pandemic. Our sole goal was to garner media coverage for the IAM, since the Dallas Cowboys no longer played in Irving, and Texas Stadium had long been demolished. But since there was still great interest the stadium – and the only place you can still find original relics is at the IAM, the 50th Anniversary of the first Cowboys game there provided the opportunity. To spark interest in visiting the museum with as many media opportunities as possible - primarily at the local level since the local visitor is the primary target audience for the museum - a “50 for 50” release was developed that featured the top 50 moments in Texas Stadium history.

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)Coverage for the museum was tremendous at the local level, which was our primary goal. “The Dallas Morning News” ran several articles both in print an on-line, as a general interest story as well as a sports feature. All mentioned the Texas Stadium exhibit at the Irving Archives and Museum. The local Fox, NBC and Telemundo affiliates ran multiple features, some from the museum exhibit itself. And si.com (Sports Illustrated on-line) ran a feature as well, again mentioning the museum and its Texas Stadium exhibit. In all, nearly 1,900,000 impressions were generated with a reach of more than 2,243,000. Ad equivalency topped $78,000.

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?There was no budget, nor were any dollars expended. Therefore, the ROI of nearly 1,900,000 impressions, with a reach of more than 2,243,000 and an ad equivalency topping $78,000 for this special PR event was tremendous for Visit Irving and its newly opened Irving Archives and Museum.

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?

Situational Analysis: Please provide a brief background on the original initiative and how it evolved as conditions changed from pandemic to recovery.

Goals: Clearly state your goals. What did you strive to achieve with this initiative and how did your goals change over time?

Results: Which of your goals did you achieve and how? How did you measure the effectiveness of the initiative?

Objective(s): What problems did the sales, marketing & guest satisfaction, or revenue optimization technology aim to solve?

Innovative use of technology: The extent to which new directions are charted or old challenges are resolved by using the technology in a new way.

Implementation & creativity: How was the technology implemented so that it was easy to use, solved a manpower problem, streamlined a function, or fueled recovery?

Results & Evaluation: How did the technologiy move the department or business foward to achieve goals, revenue or otherwise?

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your marketing?

Initiatives: Describe the promotion. What was your organization's message and how does it foster diversity? How was the target audience channel developed/pursued?

Results: Please describe how your organization was purposeful in advancing diversity through this initiative. Please describe the metrics you used to judge success. What were the forecasted and actual outcomes described in your Key Performance Indicators (KPI)? What impact did the initiative have on your organization and for your customers?

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your campaigns?

Initiatives: What was your approach to this campaign and how was the organization purposeful in advancing diversity through it? What types of data did you use to support your plan? How many locations were involved in the campaign? How did you effectively reach diverse audiences? What was the message?

Results: What metrics are you using to evaluate diversity (soft and/or hard metrics)? Were you successful at meeting forecasted goals? Was it limited to a specific promotion or across multiple creatives? What impact did the campaign have on your organization? How did this campaign change your brand’s perception amongst travelers?

Entry TitleAn Icon’s Anniversary Helps a New Museum Score

DivisionPublic Relations - SPECIAL EVENT

CategoryPublic Relations