For the second time in a four-year span, Spears Group was honored to be selected by the NBA to execute media operations for the 2017 NBA All-Star. During the four-month engagement, our team was responsible for driving ticket sales, raising awareness within the New Orleans community and surrounding areas as well as developing innovative experiences that integrated NBA All-Star Weekend and Mardi Gras.
Pre and post-event media relations and outreach were among the tactics used to meet client objectives. Spears Group secured more than 1,000 media mentions locally, regionally and nationally including interviews with NBA executives and feature stories.
In addition to media relations, Team Spears 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, Spears Group facilitated a partnership with local krewes to create customized limited edition Mardi Gras throws. NBA branded throws were distributed during the Krewe of Cleopatra and Krewe of Oshun parades, which coincided with the Celebrity All-Star Game.
NBA All-Star Weekend 2017 had a $500 million economic impact and attracted nearly 300,000 visitors to the city.