Case Studies032018-01-09T21:47:38+00:00
CASE STUDIES
HOW WE APPROACH OUR CLIENTS GOALS
case study 03
Celebrating #Cowboys25
CLIENT:
Troy Aikman

THE CHALLENGE:
To celebrate the 25 anniversary of the 1992 Dallas Cowboys, Troy Aikman the team her quarterbacked – the most enduringly popular championship team of the Super Bowl era. The night, which would include about 200 former players and staff and about 300 corporate sponsors, would raise funds for the United Way of Metropolitan Dallas. Tony Fay Public Relations was tasked with developing the script for the stage show, consultation on the overall flow of the event (punctuated by a full concert by country superstar Dwight Yoakam), organization of the pre-event media campaign and management of on-site media operations for the several hundred local and national reporters credentialed.

“Tony Fay is a true professional and always does things first class. I’ve had the opportunity to work with him on many initiatives over the years, and I know I can trust him to get results.”

-- TROY AIKMAN, ORGANIZER OF #COWBOYS25

The Result

Fay brokered a partnership with the Dallas/Fort Worth CBS affiliate to broadcast a live from the “Blue Carpet” arrivals (a show which easily won its time slot) and special airing one month later that recapped the evening.

Most impressive was the evening’s social media campaign. Working with key local influencers, corporate partners, United Way staff and with coordination of the players in attendance, the events hashtag, #Cowboys25, trended No. 1 nationally on Twitter for four hours.