For the second time in a three-year span, Spears Group was humbled to be selected by the NBA to execute media operations for the 2017 NBA All-Star. During the four-month project, our team was responsible for driving ticket sales, raising awareness within the New Orleans community and surrounding areas as well as the execution of local experiential marketing campaigns.
Pre and post-event media relations and outreach were among the tactics used to meet client objectives. Spears Group secured more than 1,000 pieces of media coverage locally, regionally and nationally including interviews with NBA executives and feature stories.
In addition to media relations, Team Spears produced and implemented experiential marketing concepts to include a Haydel's King Cake partnership and customized Mardi Gras Throws. Spears Group, the NBA and Haydel's collaborated on limited edition NBA All-Star 2017 king cakes and, to no surprise, was a hit amongst locals and tourists
Like the NBA All-Star 2017 king cakes, many people raved about the customized Mardi Gras Throws. As a gift to the city, the limited edition throws included beads, sunglasses and basketball branded stress balls. NBA branded throws were distributed during the Krewe of Cleopatra and Krewe of Oshun parades, which coincided with the Celebrity All-Star Game.
It is estimated that the city of New Orleans accumulated $500 million during NBA All-Star Weekend 2017 and attracted nearly 300,00 visitors.