Since 2007, we have successfully developed and implemented strategic advertising, public relations and social media campaigns, helping the Shell Houston Open (SHO) surpass awareness and attendance goals yearly.
The Shell Houston Open is an annual PGA TOUR event that raises millions of dollars for local charities.
Communications messages emphasize Shell's corporate responsibility initiatives through its work with the tournament, which benefits hundreds of thousands of lives each year in the Greater Houston region. MMI reviews tactics and refines the strategy each tournament year to optimize performance and to implement a program that supports ticket sales.
Colorful outdoor with unexpected images helped break through the clutter.
Print was designed to appeal to a wider audience than just golf fans.
Through strategic and convincing pitches, we garnered 172,791,000 news media impressions for charity-related stories during the 2014 tournament.
The MMI PR team shares stories about the charitable impact of the tournament and its benefiting charities focusing on local and regional audiences. Stories have been secured in the local broadcast, Houston Chronicle, Houston Business Journal and Houston Community Newspapers, to name a few. The MMI team is also responsible for Shell's internal communications initiatives, reaching Shell employees around the globe.
At the tournament, brand ambassadors promoted SHO's social media profiles and passed out giveaways to new social followers in the Social Media Oasis tent. The popular "Trophy Tour" returned in 2014, allowing fans to take free photos with the official tournament trophy during select times each day. The times were only announced on social media, driving traffic to SHO's social pages and increasing followers. The team also promoted Shell's charity message by asking charity-related trivia questions to win Shell gas cards.
The team updated statuses and photos throughout the day, including "Trophy Tour" photos, to keep the Facebook, Twitter, Instagram and Google+ sites interesting and current. A survey of 300 interviews conducted during the tournament found that three-quarters of attendees are likely to purchase Shell products because of the sponsorship.