Balboa Park Centennial Celebration 2015

Balboa Park Centennial Celebration 2015
San Diego’s Historical and Cultural Centerpiece
OVERVIEW
In 2015 Balboa Park, the centerpiece of San Diego’s history,
cultural and adventure will celebrate the 100th anniversary of
the Panama-California International Exposition, the first major
world event to be hosted by America’s Finest City that was a
turning point in the history of the city.
The year-long celebration will highlight the rich tradition and
steep history associated with Balboa Park while showcasing the
intellectual capital and cultural resources of San Diego’s
diversity.
GOAL
Use “earned media” to ensure San Diego’s Balboa Park
is a “must-see” destination for anyone visiting the city,
enticing visitors to stay an extra night.
OBJECTIVES
• 
Drive awareness about Balboa Park’s historical and
cultural significance to San Diego
• 
Generate positive exposure regionally and
nationally for activities, events and museums
leading up to the 2015 Balboa Park Centennial
Celebration
• 
Leverage events and activities planned during the
2015 Balboa Park Centennial Celebration • 
Drive awareness that leads to an increase in visitors
and hotel room nights to San Diego and specifically
Balboa Park
TARGET MEDIA
Travel & Leisure Media
•  Travel Channel, Conde Nast
Traveler, Travel & Leisure etc.
Inflight publications
•  Delta Sky, Hemispheres,
American Way
Business
•  Television, Print and Online
Outlets Specialty Markets
•  Art and Culture publications,
Architecture, Adventure/Action
Sports, Science, Military
Lifestyle Publications
•  Men’s, Women’s and Family
outlets
Regional News
•  Television, Print and Online
outlets
Social Media
TARGET MEDIA
Media Familiarization Trips
MESSAGE POINTS
Balboa Park is the heart of San Diego culture
•  Larger than Central Park in New York City, Balboa Park is
San Diego’s home to history, culture and adventure.
•  17 institutions call Balboa Park home within its 1,200-acre
footprint.
•  San Diego is a mecca for intellectual capital, imaginative
spirit and quality of life
•  Balboa Park has events and activities year-round with
something for everyone visiting San Diego.
The Balboa Park Centennial Celebration is a “mustsee” year-long event that should be on every
travelers list to visit in 2015.
TACTICS
Phase 1: 2014 Build a Foundation of Awareness
Currently, Balboa Park trails other attractions in San Diego
when it comes to top of mind recognition
• 
Use the 2014 calendar year to invite media seasonally outside of San
Diego to capture themed “experiences” that can be converted to
coverage highlighting the Centennial Celebration. –  Leverage major events occurring in San Diego
–  Recommend a series of top-level media familiarization (FAM) trips by
key targeted media (Three media trips in 2014)
•  Spring Focus: Inflight, national travel magazines
• 
Educate non-San Diego media about the Balboa Park they simply do
not know
• 
Botanical Gardens pitch
–  Kate Sessions Story – “Mother of Balboa Park”
TACTICS
Phase 1: 2014 Build a Foundation of Awareness
(Continued)
Develop original content and story pitches around the history
and culture of Balboa Park to national media outlets
• 
Introduction of architecture form in the United States
• 
“Did You Know? Why Balboa Park should be on the “must see” list for
anyone visiting San Diego
• 
San Diego is most inventive city in America
Celebrity Coalition
•  Tap into long list of celebrities and major athletes with San Diego ties
to serve as ambassadors for the Balboa Park Centennial
- 
Utilize celebrities for national satellite media tours in advance of
the Balboa Park Centennial Celebration
TACTICS
Phase 2: Leverage the 100th Anniversary of the
Panama Canal (August 15th)
Develop a special event in Balboa Park commemorating the
100th Anniversary of the Panama Canal
•  Event targeted to national media
•  Identify San Diego residents who are descendants of workers on
the Panama Canal and tell the stories handed down by their parents
and grandparents
•  Secure a business story on the Panama Canal opening’s impact on
the West Coast and specifically San Diego
•  Create a “content” package for national distribution
•  National Media Tour
•  Showcase artifacts from the 1915 event
Ongoing Media Familiarization Trips
•  Summer Focus: (Inflight, national travel publications)
TACTICS
Phase 3: 2015 Long and Short-Lead Efforts
Supporting Balboa Park’s Centennial Celebration
Develop original content and story pitches nationally
around the history and culture of Balboa Park •  Military: Balboa Park during wartime (WWI, WWII,
Camp Kidd)
•  Entertainment: Balboa Park site for famous movies,
television shows, songs
TACTICS
Phase 3: Kick-Off Celebration
•  Make the event nationally relevant •  Attract major celebrities to event to drive national
entertainment media
•  Secure “big name” musical entertainment for
performances
•  Develop a “major” military showcase reinforcing
San Diego’s major military influence
•  Invite national broadcasts to air live from Balboa
Park as opposed to traditional LA-based programs
for West Coast viewers •  Work with event organizers to encourage national
and regional media participation
–  Advance confirmations of celebrities, entertainment, etc.
TACTICS
Phase 3: 2015 Long and Short-Lead Efforts Supporting
Balboa Park’s Centennial Celebration
Conduct short-lead media relations on Balboa Park Centennial
Celebration events and activities
•  National newspapers, radio and television with emphasis on western
United States
1915-theme Gala
•  Invite entertainment media to cover the event
•  Pitch concept to History Channel or Discovery Channel for a piece
around the gala and the rich history within Balboa Park
Additional broadcast worthy events
•  Work with event organizers to promote and publicize performances,
television broadcast
TACTICS
Phase 3: 2015 Long and Short-Lead Efforts Supporting
Balboa Park’s Centennial Celebration (Continued)
Celebration Plaza
•  Media around the many cultural-themed events targeting •  Increased media for major events
Military Show
•  Encourage veteran groups and organizations to visit Balboa Park/San
Diego during weekend of show
•  Conduct a special event/luncheon to host and honor living Medal of
Honor recipients as part of the event
Forum in Balboa Park
•  Leaders from around world show off new technologies and innovations
•  Identify and promote key activities
Ongoing Media Familiarization Trips
•  Fall Focus: National travel magazines, major newspaper, television, radio
SOCIAL MEDIA
• 
• 
• 
• 
Ongoing editorial calendar for social media efforts that
coordinates with public relations goals
Develop additional promotions designed to increase
followers and engagement
Tie in promotional partners with participating hotels
Seed content
–  Historical
–  Celebrity/Influencer
TIMELINE
January – March, 2014
April – June, 2014
• 
• 
Media Relations activities around 2014
calendar year – 
– 
• 
– 
– 
Did You Know? Why Balboa Park should be on
the “must see” list for anyone visiting San
Diego
Botanical Gardens pitch
–  Kate Sessions Story – “Mother of Balboa
Park”
• 
• 
• 
– 
– 
San Diego Museum Month (February)
St. Patrick’s Day (March)
Develop original content and pitch stories
Planning and execution of Celebrity Coalition
Begin planning Panama Canal special event
Social Media
Media Relations activities around 2014
calendar year • 
• 
• 
• 
• 
Earth Day (April)
LGBT event (July)
Develop original content and pitch stories
Planning and execution of Celebrity
Coalition
Planning Panama Canal special event
Media familiarization trip Social Media
TIMELINE
July – September, 2014
October – December, 2014
• 
• 
• 
Media Relations activities around 2014
calendar year Develop original content and pitch stories
– 
• 
• 
• 
• 
• 
Introduction of architecture form in the
United States
Planning and execution of Panama Canal
special event
Planning and execution of Celebrity
Coalition
Planning on Kick-Off event
Media familiarization trip Social Media
Media Relations activities around 2014
calendar year – 
• 
• 
• 
• 
• 
• 
December Nights (December)
Develop original content and pitch stories
Media outreach utilizing Celebrity Coalition
Execution of Education Treasure Hunt
concept
Planning on Kick-Off Event
Media familiarization trip
Social Media TIMELINE
January – December 2015
•  Media relations activities around key 2015 events
–  1915-theme gala
–  Military show
–  Celebration Plaza signature events
•  Monthly media relations activities around ongoing activities at Balboa Park
–  Forum in Balboa Park
–  Celebration Plaza
•  Execute Kick-Off Event
•  Develop original content and pitch stories
–  Military: Balboa Park during wartime – Camp Kidd
–  Entertainment: Balboa Park site for famous movies, television shows, songs •  Media outreach utilizing Celebrity Coalition
•  Media familiarization trips
•  Social Media