Big Air at Fenway: Elevating Big Air to New Heights at America’s Most Beloved Ballpark

CHALLENGE

Heighten Awareness, Build Excitement, Drive Ticket Sales

Bringing the best in dynamic sporting events to Boston, Fenway Park hosted its “biggest” event ever– a collaboration between FSM and U.S. Ski & Snowboard, bringing an officially sanctioned U.S. Grand Prix Tour featuring the world’s best aerial skiers & snowboarders competing on a 140-foot-high snow ramp that was nearly four times higher than Fenway’s famed Green Monster.

SOLUTION

Corporate Media Relations & Thought Leadership

We developed a multifaceted marketing communications campaign that helped Polartec Big Air at Fenway take flight and soar to prominence with local and national audiences. Our strategic plan educated the public about this emerging sport, built excitement for a unique event and drove ticket sales. The campaign enlisted a robust series of touchpoints, including an announcement event, ramp build photo opps, partnership activations, promotions and feature stories leading up to the two-day event.

IMPACT

Heighten Awareness, Build Excitement, Drive Ticket Sales

Polartec Big Air at Fenway PR campaign was an enormous success, generating an avalanche of attention, media placements and earned impressions that led to record-setting ticket sales and TV viewership while introducing a new coterie of followers to the sport and a new generation of younger fans experience Fenway Park. Our campaign delivered over 209 million media impressions, sold 30,000 tickets and delivered NBC’s highest-rated winter action sports event that season.