The Eagles Fly High on Valentine's Day

May 5, 2010 | Volume 8, Issue 24
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The Eagles Fly High on Valentine's Day
Colorado Eagles highlight two partners to give lucky couple helicopter ride
CONTACT

Benson Verbel
Account Executive
Colorado Eagles Hockey
[email protected]
970-686-7468
ORGANIZATION
Colorado Eagles
PROGRAM TITLE
Valentine's Day Write to Fly
OBJECTIVES
Entering the season, the Eagles' organizational goal was to showcase "Eagles Country" and create the best Family Affordable Entertainment experience for each fan entering the arena. The traditionally popular Valentine's Day games have become a staple for great Eagle promotions in the past, including a live marriage service performed at center ice during last year's game intermission. For this Valentine's Day, the Eagles wanted to drive traffic and increase branding for two of their corporate partners, while increasing ticket sales by building fan excitement for the rest of the Eagles season.
PROGRAM DESCRIPTION
The Eagles decided to leverage their relationship with their Clear Channel broadcast affiliate 107.9 The Bear as well as Rotors of the Rockies, a local aviation flight school. Couples were encouraged to submit an essay no longer than 107 words to the radio station, explaining why they deserved a special Valentine's Day date. Five qualified couples were chosen and their essays were read live on 107.9 The Bear. Additionally, each couple was given tickets to the Eagles' February 14th game and competed in an on-ice contest to determine the grand prize winner.

After enjoying the game, the lucky couple was taken via a Rotors of the Rockies helicopter to the nearby airport, where they were then escorted by limousine to a downtown Denver restaurant for a romantic dinner. After dinner, the limousine took them back for a return helicopter ride to the Eagle arena and their car.


Newspaper Ad used by Eagles to promote the "Valentine's Day Write to Fly" promotion.

MEDIA
The Eagles used many media outlets to promote the contest. They began the program with a press release that was sent to all local media contacts. They also bought advertisements in the local newspapers to spread the word to the public. However, most of the advertising was done in partnership with their radio affiliate. The Eagles built a story for their website that was also linked to 107.9 The Bear's website. 107.9 The Bear additionally broadcasted the promotion two weeks prior to the game on their official radio station, collecting entries and reading them live over the air.
PARTNERS
The Colorado Eagles partnered with Northern Colorado's classic rock radio station, 107.9 The Bear as well as their helicopter partner, Rotors of the Rockies, for the Valentine's Day promotion. Benson Verbel, Account Executive for the Eagles, was very appreciative of each partner, stating, "Our partners took full ownership of this promotion and utilized all their assets to make this promotion a success."
RESULTS
The response to the promotion was a slap shot goal! Close to 75 entries were submitted to 107.9 The Bear radio station while the Eagles enjoyed an excited sell out crowd for the game. Furthermore, the promotion increased each partners' brand recognition and collected over 250 leads for Rotors of the Rockies. The success also led to an increase in potential sponsorship opportunities for the Eagles. "This was a fun and exciting way to get our partners involved by creating brand awareness as well as create something that has a resounding impact," Verbel agreed.


A couple competes in the on-ice contest in order to determine grand prize winner.
LOOKING AHEAD
There is a great possibility the Eagles will use this promotion for next season, however they are always looking to improve each of their promotions. In regards to the lucky couple, it looks like their future is bright as well. Verbel states, "The Write to Fly Promotion was a huge success and we wish the winners the best of luck in their future together as soon to be husband and wife."

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