Today we learned that CooperKatz, along with our clients the Philadelphia Eagles and SolarBlue, won the SABRE Award for best newspaper placement of 2010! To recap, our program announced the Eagles’ plan to power Lincoln Financial Field with a combination of onsite wind, solar and dual-fuel generated electricity, making it the world’s first major sports stadium to convert to self-generated renewable energy.
To accomplish this feat, the Eagles contracted with Orlando FL-based SolarBlue, a renewable energy and energy conservation company, to install approximately 80 20-foot spiral-shaped wind turbines on the top rim of the stadium, affix 2,500 solar panels on the stadium’s façade, build a 7.6 megawatt onsite dual-fuel cogeneration plant and implement sophisticated monitoring and switching technology to operate the system.
Our winning newspaper placements – two major exclusive stories in The New York Times and The Philadelphia Inquirer – were actually just part of a much broader media strategy. It included a news segment on “Good Morning America” and an on-field press event that featured the Eagles owners, Jeffrey and Christina Lurie; Philadelphia Mayor Michael Nutter; NFL Commissioner Roger Godell; and SolarBlue CEO Lee Maher. Our total campaign resulted in more than 68 million television media impressions, well over 150 print / online placements and social media outreach that generated more than 1,400 “likes” and 300 comments on the Eagles’ Facebook page. The campaign’s success culminated in a personal phone call from President Obama to the Eagles’ owners commending them on their environmental leadership!