NCAA taps Caldwell for dollars 1m Hall of Champions hype job

INDIANAPOLIS: The National Collegiate Athletic Association (NCAA) has awarded PR work worth nearly dollars 1 million in annual fees to Caldwell VanRiper Public Relations.

INDIANAPOLIS: The National Collegiate Athletic Association (NCAA) has awarded PR work worth nearly dollars 1 million in annual fees to Caldwell VanRiper Public Relations.

INDIANAPOLIS: The National Collegiate Athletic Association (NCAA)

has awarded PR work worth nearly dollars 1 million in annual fees to

Caldwell VanRiper Public Relations.



The account is for the organization’s Hall of Champions, a

tourist-friendly attraction based in its new Indianapolis headquarters.

Caldwell will handle national media relations for the hall, scheduled to

open in March 2000, as well as community relations.



Roughly a dozen Indiana firms competed for the assignment, but

Caldwell’s experience in promoting tourism and handling national media

relations campaigns helped it win the account, according to an NCAA

statement.



The agency has already started working on an awareness campaign leading

up to the hall’s opening next year. ’It’s a big win for us,’ said

Michael Snyder, Caldwell’s vice president of PR. ’It’s a dream PR

account because it has so many angles you can explore.’



The firm is planning to hype the hall to the sports press, but will also

promote it to travel media and even to architectural writers, since the

new HQ was designed by prominent architect Michael Graves.



The NCAA moved its headquarters from Kansas City to Indianapolis - a

city that has been promoting itself for years as the amateur sports

capital of the world - on July 27.



According to Snyder, community relations efforts will include

Indianapolis and the surrounding region, and extend to communities

across the country where NCAA schools are located. PR efforts will

promote the hall through a look at ’the elements that make up a

champion,’ Snyder explained.



Caldwell has already begun to assemble a hi-tech media kit. It will

include a CD-ROM that links reporters to the NCAA web site, which boasts

virtual tours. ’It won’t be your standard paper-with-slides press kit,’

Snyder said. The firm will work in conjunction with Promotus

Advertising, an Indiana shop that targets minority communities.



Caldwell’s Indianapolis office is part of advertising firm MARC USA.



The agency reported capitalized billings of dollars 50 million last

year, with roughly a fourth of that from PR.



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