PPB February 2021

Silver Winner Distributor: Seven Corners Promotions and Printing Type Of Client: Historical sports event celebration Target Audience : About 7,500 parade volunteers, sponsors and attendees, including former hockey stars, Olympians and sports history fans in and outside the state of Minnesota. Primary Objective: To incentivize event volunteers and fans to attend the Greatest Day Celebration by using special commemorative giveaways of high-perceived value and collectability. Organizers were hoping to attract over 5,000 people to attend the event by offering giveaways such as a fully-custom commemorative medal, which beautifully illustrated the 40th anniversary of one of the greatest upsets in sports history. Budget: $37,768 Strategy And Execution: Greatest Day Committee members were selected from strategic businesses across St. Paul, Minnesota, and assigned specific tasks based on company resources and event offerings. The distributor helped select, source and produce most of the branded product giveaways. An event logo was designed around the silhouette of former hockey player and Olympic coach Herb Brooks raising his hands in victory. The medals were produced two to three months in advance, as planning, adjustments and production time would take the longest. Production of the medal involved replicating the thickness, weight and size of an Olympic medal. To stay on budget, this was crafted using zinc alloy with a gold finish. The pom beanies and scarves were manufactured six weeks in advance. The planning, design and manufacturing process also included a complex process of combining multiple decorations that captured the detail in the logo but still complemented the custom knit-in design, which emulated an 80’s beanie. The puck supplier made special considerations for a two-sided imprint that required a large imprint size and an exact Pantone color match. Results: After informing potential volunteers they would be first to receive a Greatest Day Olympic commemorative medal, hundreds signed up to help and thousands attended early to get a medal or one of the giveaways. All items were distributed and months later people were still touting the collectability of the items. Enter PPAI’s Pyramids In Client Programs The 2021 Pyramid competition opens April 1 and closes May 7. Find all the details and entry forms at ppai.org/members/awards/company-recognition. Tina Berres Filipski is editor of PPB. Pyramid Awards: Client Programs | FEATURE | FEBRUARY 2021 | 31