Case Study: Magnificent Moments
The Situation
Magnificent Moments was one of the official charitable fundraising campaigns for the 2012 Ryder Cup, held outside of Chicago. Occurring throughout the city during the days and weeks leading up to the Ryder Cup Matches, it was a once-in-a-lifetime experience to support local charities. The Illinois PGA Foundation and the Ronald McDonald House Charities of Chicagoland and Northwest Indiana were the beneficiaries of the Magnificent Moments campaign.
The Objective
The goal was to create an awareness campaign to link Magnificent Moments, which featured two major events: Bagpipes & Blues, the official International Pep Rally celebrating the Ryder Cup Matches, featuring a perfect cocktail of Chicago-style food and music, as well as one of Chicago’s premier destinations, The Field Museum - and Tartan Art on the Avenue, a unique outdoor art exhibit that featured custom-designed giant golf balls, which adorned Chicago’s famed “Magnificent Mile” on Michigan Avenue.
The Solution
Through the development of media releases and specific storytelling opportunities, we were able to create a buzz for the Ryder Cup in downtown Chicago and to optimize the charitable contributions for the two participating charities. We leveraged the fact that the Ryder Cup matches were sold out and redirected the attention to the Magnificent Moment campaign events. The storytelling helped to articulate the shared visions of the program, focusing on the magnificent people and places affiliated with the overall Magnificent Moments campaign.