View the NFL Draft case studyIn September 2016, the NFL announced its return to Philadelphia to host the 2017 NFL Draft. Over the years, the NFL Draft has transformed into a large, public event including an immersive experience for all fans. April 27-29, 2017, with the help of the Philadelphia Convention and Visitors Bureau (PHLCVB) president and CEO Julie Coker Graham and PHL Sports, a business development division of the PHLCVB, executive director Larry Needle, the NFL Draft returned to its birthplace to kick off the biggest NFL Draft Experience ever – with the iconic Ben Franklin Parkway activated for a free fan festival featuring immersive football activities, autograph signings, the NFL Draft Museum, panel discussions with players and the first ever outdoor Draft Theater. Over the course of the 3-day event, the NFL Draft achieved a record-breaking attendance of 250,000 fans and $94.9 million in economic impact. 

 

For the 2017 NFL Draft, Brownstone was tasked with assisting the PHLCVB with handling local, regional and national media, along with:

  • Acting as liaison between the PHLCVB and the Mayor’s Office to ensure consistent and accurate messaging was being utilized throughout all communications to city residents and stakeholders
  • Assisting with managing crisis communications from the city-facing side of Draft preparations
  • Facilitating promotional events before and during the NFL Draft
  • Communicating with local sponsors on behalf of the PHLCVB to manage expectations and contain backlash
  • Seeding positive news stories with local, regional and national media
  • Conducting daily media monitoring to maintain an accurate temperature read on the Draft
  • Acting as a resource for and worked with local and national media to promote both the NFL Draft and PHLCVB for the duration of the Draft

Results

From February 2017 to May 2017, Brownstone PR generated over 227 national and local news stories and media appearances about the 2017 NFL Draft, on behalf of the PHLCVB.

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