Uproar PR is pleased to share that we have earned a bronze medal in the Bulldog PR Awards in the “Best Special Event or Publicity Stunt” category. This honor was awarded for our campaign promoting the unveiling of the new logo for the 2022 Special Olympics USA Games. The campaign also received an honorable mention by Ragan’s PR Daily awards in the category of “Best Press Event.” Both awards are esteemed recognitions within the industry and honor the best PR campaigns of the year.
Here’s some insight into Uproar PR’s award-winning campaign.
Uproar’s lifestyle team knew a logo unveil would need a compelling story. The reveal itself needed to be extraordinary to capture the media’s attention. This is one reason the logo creation process was key to the campaign’s success. The logo was inspired and designed by nine artistic Special Olympics athletes from across the country. This is a first in the Games’ 50-year history. Not only did this make for a unique story and even more importantly fulfilled the organization’s mission to serve and inspire its athletes at its core.
The logo was created during a three-day workshop at our office in Orlando. The artistic process was facilitated by an ad agency and captured by 2018 Academy Award-winning Filmmaker Rayka Zehtabchi in a mini-documentary. Once the logo was complete and supporting assets were finalized, Uproar began planning an announcement event that was divided into three stages:
The team created a video invitation from the mini-documentary of the logo workshop. This was later personally hand-delivered to targeted local media. The team also embargo pitched the video and the story to targeted national media in the month leading up the big event.
Uproar worked with marketing, visual effects, production, and staging managers, among other event representatives to ensure the evening would accommodate media expectations and needs. The goal was to align all event efforts with a media strategy to secure press attendance and coverage results.
The logo was unveiled to media and an exclusive group of VIPs at ESPN Wide World of Sports Complex at Walt Disney World Resort. Uproar, Special Olympics and Disney worked together to create a moment to fit this historic occasion. Speeches were given on stage leading up to the defining moment, in which the full documentary video played for the crowd, and revealed the logo. This inspiring display was well-received by media members, who captured visuals in real-time.
In the weeks following the event, the team leveraged unique stories of each of the nine Special Olympics athletes who inspired the logo. Uproar also utilized photos and video assets from the event to continue generating more impactful coverage.
This strategic campaign from start to finish secured more than 700 million media impressions for the 2022 Special Olympics USA Games. This helped raise awareness, build excitement, and generate strong partnership opportunities for the brand. It was a project everyone was proud of and one in which the Uproar team was honored to play a part in.
Interested in working with an award-winning team on your next announcement or event? Contact us here.