While The Ehrhardt Group (TEG)’s relationship with World Wrestling Entertainment, Inc. (WWE) began in 2014 ahead of WrestleMania XXX, TEG was once again selected by the mega sports-entertainment empire to welcome WWE back to the Big Easy and promote its largest event of the year – WrestleMania 34 on April 8, 2018. The event was a monumental success, yielding $14.1 million in publicity value and breaking the Mercedes-Benz Superdome’s record for highest grossing event to date.
Our goal was to implement strategic media relations, community outreach and event partnerships to maximize public awareness of WWE’s WrestleMania 34 and increase ticket sales to more than two dozen events during WrestleMania week.
Our team executed a multi-faceted public relations plan that included the following strategies:
- Advance regional media tours with WWE Superstars
- Media meetings with WWE executives and media outlets from Lake Charles, La., to Pensacola, Fla.; and Jackson, Miss., to New Orleans.
- Partnerships with Uber, NORD, The National World War II Museum and Krewe of Boo to generate advance ticket sales
- Open-to-the-public Ticket On-Sale Party
- Community Outreach: anti-bullying rally, book reading event, Krewe of Boo parade officiants and a hospital visit
- WrestleMania 34 week activities, including up to three media events per day between Tuesday and Sunday, as well as on-location media live shots, in-studio interviews and daily media coverage with digital, broadcast and print media outlets.
As a result of a coordinated effort spanning more than six months and eight media markets along the U.S. Gulf Coast, The Ehrhardt Group secured:
- 21 front cover stories,
- 568 total media stories,
- more than 350 million media impressions across Louisiana, Mississippi and Alabama; and
- In total, WrestleMania 34 sold out all events for the week, including eight sessions at WWE Fan Axxess, WrestleMania and two national television broadcasts of Monday Night RAW and WWE Smackdown. These events also generated an economic impact of $175 million for the city of New Orleans.