NFL Draft

After 50 years in New York City, the NFL Draft was coming to Chicago and expanding from the traditional auditorium setting to include a family-friendly fan festival in Grant Park.
Arena Partners worked with the NFL to get the word out that “Chi-Town is Draft Town” via a comprehensive media and marketing effort.
The approach was simple: build awareness that the Draft was coming to Chicago, build excitement about the festival elements and broader demographic reach, and engage fans to attend the events.
client

Strategy Consulting

Business Development

Production Management

Strategy Consulting

Identified high-ROI opportunities to educate, excite, and engage target demographics
Managed out-of-home engagement strategy and execution
Developed activations and media events to build awareness and impressions

Business Development

Over-delivered on targeted media reach, generating seven-figure cost savings
Generated more than 100 million media impressions pre-event
Exceeded attendance target by 300% with 200,000 fans over three days

Production Management

Developed potential activations, earned media opportunities, and event components
Production elements included outdoor building projection mapping for fans and media engagement
Led comprehensive effort to "light the town up" with building lights and displays across the skyline