Cooper Hong Inc.

Challenge

New Holland Construction, based in Carol Stream, Ill., wanted to score big with a unique media event in the Chicago area – in the “off-season” (mid-summer) – to celebrate the 35th anniversary of its first skid steer loader, provide an exclusive preview of a deluxe cab design for its Super Boom skid steer loaders and compact track loaders, and kick off a new line of telehandlers.

Solution

CHI huddled with New Holland Construction to come up with a winning game plan: a one-day media event held at Chicago’s Soldier Field, the home of the Chicago Bears football team. The CHI team strapped on their helmets and tackled every detail, including the initial site inspection of Soldier Field, media invitations, food and beverage coordination, branding and signage, décor, transportation and parking, audio/visual, security and on-site logistics with the Soldier Field staff. Go big or go home. That’s the CHI chant when we’re in the game.
With the legendary football stadium as a backdrop, the event included a series of presentations by the company’s CEO, vice president and brand marketing managers, product walk-arounds, a catered lunch, and an exclusive tour of Soldier Field and the Bears’ locker room. The event was attended by more than 20 media contacts representing dozens of construction and landscaping industry publications. Resulting publicity included millions of impressions in national and regional trade media.