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BOOSTING THE BRAND

LEO Events successfully created and implemented programs to boost brand awareness and recognition with experiences such as the “Walk Y’all” campaign.

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EVERY COMPONENT COVERED

Managed all logistics, branding, sponsorship activation, and creative support.

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CUSTOM COOL-DOWN

Developing “The Cool Zone” as an air-conditioned retreat, offering a variety of engagement opportunities.

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A FAMILY AFFAIR

Components aimed at entertaining the whole family created a fun environment for kids and adults alike.

Bluecross Blueshield of Tennessee

FedEx St. Jude Classic

Heating Up Engagement By Keeping It Cool

BlueCross BlueShield of Tennessee has served as a prominent sponsor at the FedEx St. Jude Classic, a major PGA tournament that tees off in Memphis every year as an important preparatory event to the US Open. With an emphasis put on improved branding and awareness for this event, LEO Events was tasked with creating a program that would: boost brand recognition through online activities and on-site customer engagement; reach corporate decision-makers through hospitality; and promote brand values of volunteerism and healthy/active lifestyles.

LEO implemented promotional achievement by:

  • Developing “The Cool Zone,” a tented and patio environment that stood out among the field as an air-conditioned retreat with a variety of engagement opportunities
  • Creating a “WALK Y’ALL” experience (a nod to FESJC’s famous “HUSH Y’ALL” signs), where participants registered a complimentary pedometer to walk the entire course, earning them with a branded T-shirt as a reward
  • Showing appreciation to volunteers by upgrading their uniforms, as well as providing healthier snack and lunch options, coupons for free smoothies, and complimentary on-site massages
  • Incorporating a “Putt for Kids” component designed to raise both awareness and donations for the tournament’s namesake children’s hospital

Riverbend Run

Making The River Even More Fun

What does a 30-year-old Riverbend Run need? A breath of fresh air. As a longstanding sponsor of the BlueCross BlueShield Riverbend Run, held in Chattanooga during the week of the Riverbend Festival, BCBST wanted to revitalize things a bit and kick up the energy surrounding the race. LEO worked conscientiously to create more buzz around the event by:

  • Securing a local TV anchor to provide live coverage throughout the race
  • Having brand ambassadors pass out fun giveaways for the racers and race attendees
  • Incorporating a post-race concert
  • Partnering with TC Thompson Children’s Hospital to add a charitable element and promote the spirit of giving back
  • Adding a Green Screen photo booth, two custom-designed tunnels for runners to run through, custom-designed logos, event signage, medals, race T-shirts, and volunteer T-shirts

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