United States Olympic Committee - Best Public Relations Event
Company: United States Olympic Committee, Colorado Springs, Colorado
Company Description: Founded in 1894 and headquartered in Colorado Springs, Colo., the USOC serves as both the National Olympic Committee and National Paralympic Committee for the United States. As such, the USOC is responsible for the training, entering and funding of U.S. teams for the Olympic, Paralympic, Youth Olympic, Pan American and Parapan American Games, while serving as a steward of the Olympic Movement.
Nomination Category: Live Event Categories
Nomination Sub Category: Best Public Relations Event
Nomination Title: On the Road to Rio: 2016 Team USA Media Summit
The date on which this nominated production was first presented: The United States Olympic Committee hosted the 2016 Team USA Media Summit March 6-9 in Los Angeles.
Briefly describe the nominated event's objectives and how it met those objectives (up to 525 words):
Building on a legacy of pre-Olympic and Paralympic Games activity since 1988, the 2016 Team USA Media Summit provided media with unprecedented access to America’s top Olympians, Paralympians and hopefuls from all sports, all in one place, leading into the Rio 2016 Olympic and Paralympic Games.
The United States Olympic Committee hosted the 2016 Team USA Media Summit March 6-9 in Los Angeles, where more than 600 credentialed members of the media – the most ever at a Media Summit – conducted 7,500+ interviews with the top 110 Team USA hopefuls. With three full days of press conferences, interviews, photo shoots, broadcast sessions, sport demonstrations, NBC filming, USOC content collection and more, athletes and teams had the opportunity drive Olympic Games interest and coverage, showcase their personalities and abilities, and share their Olympic and Paralympic journeys with the media who would tell their stories before, during and after the Rio Games.
The Media Summit is the single largest publicity event hosted by the USOC in a Games cycle, and as such, requires months of planning, discussion and research. The USOC worked in tandem with the hotel and production staff to create a layout that optimized access and flow, and developed a comprehensive media plan that included media outreach, an online accreditation portal, a 329-page event-specific media guide – complete with athlete bios, sport previews and storylines – and liaised with NGBs, agents and athletes on travel, logistics and more.
The results from the 2016 Media Summit proved the value and importance of the event; in the first week following the event, major news outlets, including the Associated Press, New York Times, USA Today and others, generated 145 stories and 1.2 billion impressions with an overall positive to neutral sentiment. Lifestyle media outlets with a projected reach of 240+ million, including People, Sports Illustrated, Us Weekly, Vanity Fair, Men’s Fitness and others, conducted 300+ photo shoots and interviews with athletes for roll-out in the lead up to the Games in the coming months.
Team USA social media saw a +54 percent bump in engagement during the Media Summit, reaching 1.94 million total engagements and adding 19,766 new followers across all platforms in just three days. In addition, Team USA created a first-of-its-kind Snapchat story at the Media Summit that appeared to all Snapchat users across the United States; it reached 51.3 million views, 75.2 percent of which accounted for viewers age 24 and under. Meanwhile, Team USA digital coverage also soared. TeamUSA.org saw 170,939 page views over the course of the event, which was 35.7 percent above its average.
In addition, during the Media Summit, athletes and NGBs experienced higher than average social media fan growth, as well as a higher than average fan engagement. USA Gymnastics saw the highest bump in fan engagement, experiencing a 200+ percent increase in engagement, while in total, Team USA, NGBs and athlete attendees accumulated 158,131 new followers as a result of the event. LA 2024 also saw a significant uptick in fan growth and engagements during the event, amassing 44,042 new followers and 50,135 engagements on social media.
List the appropriate creative and production credits for this entry:
- Execution of the 2016 Team USA Media Summit was a true team effort. More than 30 USOC staff members from multiple divisions supported the event, as well as NGB staff, Beverly Hilton hotel staff, local volunteers and more.