The Challenge

Since 1925 the East-West Shrine Game® has been more than just a football game. It’s been a showcase for the next generation of NFL greats and a significant fundraising event for Shriners Hospitals for Children®. For the first time in 87 years, the game was to be played in St. Petersburg, Florida following long runs in California, Texas and most recently, Orlando, Florida. With relatively low awareness and two college bowl games the previous month, the Shriners came to Pinstripe with a challenge to generate media support and ticket sales.

The Activity

Since 2012, the Pinstripe team has leveraged relationships within the community to secure multiple radio and television interviews promoting the game and manage Shrine Game social media that increase awareness for the event. Services include:

The Results

Public relations efforts resulting in an annual average of six in-studio television interviews on local ABC, CBS, FOX and NBC affiliates and 50 call-in radio interviews with players, coaches and Shriners leadership.

In the first year, the Pinstripe team increased Facebook page likes 15%; increased Twitter followers 114% and generated approximately 1,400+ total tweets. Each year during the game, #shrinegame is the top trending hashtag in the Tampa Bay area.

The attendance at the game was more than double the previous two years in Orlando and the marketing staff at Shriners said Pinstripe far-exceeded their expectations. Game attendance has continued to grow each year.

“I really want to thank you again for all the hard work you and your team did for the East-West Shrine Game. It was a great experience for all of us and Pinstripe played a huge role in that.”

Amy Ritzel, Corporate Director of Public Relations for Shriners Hospitals for Children and Shriners International