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
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.