2005 Citgo Bassmaster Classic

Background/Problem:
The event was scheduled for the region, but there was no regional marketing program in place. One of the main complaints from previous years was the lack of activities after the daily weigh-ins. Many of the local organizers thought that ESPN was going to handle the regional marketing for the event.

Solution:
TMI, along with its strategic partner, pitched the need to create marketing platforms to activate the region. These platforms consisted of gaining the participation of local businesses and attractions. TMI worked on many of the creative components. A collateral piece called “Bassport” was used to show schedules, as well as area discounts. An event-specific website was needed to broaden the coverage of the Bassport contents and event information. A mobile marketing tour was created using a sponsored truck as well as a wrapped boat.

Results:
The sponsors talked about the 2005 Bassmaster Classic as being the best Classic to date. The event drew over 80,000 people and exposed the region to a tremendous amount of national television, as well as print, coverage. Examples of side events included the sponsorship party at Kennywood Park, along with a ride up the river on the Gateway Clipper. PNC Park hosted a “Pictures in the Park” event showing the movies Shark Tales and Jaws. Many area organizations participated including the zoo, museums, and restaurants. The website had over 1.2 million hits during the event.

"I thought the website was outstanding and the fact that ESPN started referring people to our site says it all. I also appreciated the quick response for requests to update or change the web.  It meant that the site was always timely and was the most current resource for people who wanted information about the event.”

- Donna Bour
Managing Director
Local Organizing Committee