Soulard Mardi Gras 2 0 0 3

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Soulard Mardi Gras2 0 0 3

• A presentation by
• Mack A. Bradley
• Information Minister,
• Mardi Gras, Inc.
• Vice President,
• The Vandiver Group, Inc.

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Event Background

• 2003 is Soulard Mardi Gras 24th year
• SMG has grown from a small neighborhood parade in
  1979, to a series of 14 events, spread across two
  months in 2003
  
• Grand Parade route changed in 1998 to accommodate
  larger crowds
  
• Fat Tuesday Parade suspended after conflict
  between partiers and police in 1999

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Event Background

• Mardi Gras, Inc. created in the summer of 1999
• MGI dedicated to producing an outrageously fun,
  and safe, Mardi Gras in St. Louis
  
• Success in 2000-2002 led to new events, more
  corporate sponsorships, more organized
  communications (through the new Information
  Ministry), and a revival of the Fat Tuesday Parade

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Communications Objectives

• Create excitement in the region, and other select
  markets
  
• Attract revelers to SMG, especially Captain
  Morgans Grand Parade
  
• Support sponsors
• Attract volunteers for Grand Parade Day
• Remind revelers of proper Mardi Gras Manners
• Highlight SMGs positive impact on the region
• Be timely and user-friendly for news media
• Have a great time

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Tactics

• Reduce the number of MGI spokespeople
• Create Emergency Response Team
• Board Chair, Information Minister, Security
  Minister, Interim Director
  
• Conduct media outreach on specific events, in
  cooperation with sponsors
  
• Release new information in conjunction with
  program schedule (i.e. Bucks and Beads)
  

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Tactics

• Create SMG messages, event-specific messages, and
  problem-specific messages
  
• Conduct outreach on entire SMG schedule with
  print, web media
  
• Secure media sponsorships, and partnerships with
  FM radio

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Problems Real and Imagined

• Problem Past violence
• Emergency Response Team
• Close coordination with Police/Businesses
• Problem New schedule
• Phased promotion schedule
• Problem Weather
• Prayer, Winter Weather Advisories
• Problem Mission creep
• Maintain focus on Soulard/main events

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Amplifying our Message

• Partnerships
• City and SLPD coordinated messages regarding
• Security
• Regional impact
• Sponsors supplemented MGI outreach through
  advertising campaigns
  
• Radio, outdoor, point-of-sale, print advertising
• Soulard and Downtown restaurants, clubs also
  enhanced MGIs message through
  
• In-house promotions
• Print advertising
• Radio sponsorships/partnerships on Grand Parade
  Day

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Amplifying our Message

• St. Louis CVC highlighted SMG in January mailer
  to 300,000 households within a 400 mile radius of
  STL
  
• Mayor Slay conducted radio interviews during
  SMGs final weekend, highlighting regional
  impact
  
• Radio promotions highlighted several MGI
  messages
  
• Event sponsors
• Mardi Gras Manners
• Program Schedule
• Dedicated PR committees for Mayors Ball and
  Cajun Cook-Off coordinated closely with
  Information Ministry

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Media Relations
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Media Outreach Results-STL MarketFebruary 3
March 5, 2003

• Total Media Placements (Print, Radio, TV)
• 1486
• Total Front Page Coverage (all sections)
• 13
• Total Number of Media Markets (including STL)
• 5
• Total Nielsen Audience (TV)
• 21,803,121
• Total 30 Second Ad Equivalency (TV, Radio)
• 475,474
• Total Coverage Run Time (TV, Radio)
• 111203

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Media Outreach Results-STL MarketFebruary 3
March 5, 2003

• More than 75 of all news coverage included
  quotes from MGI spokespeople
  
• More than 90 of all news coverage included at
  least one MGI key message
  
• More than 80 of all print coverage included a
  graphic or photo
  
• 98 of these were in color

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Media Outreach Results-STL MarketFebruary 3
March 5, 2003

• Always believe what you read in the papers
• According to news accounts, the 2003 Soulard
  Mardi Gras attracted nearly twice as many people
  as the population of the City of St. Louis

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Thanks!