American Airlines Center

Strategy
Build awareness and excitement about the new sports and entertainment venue in an exciting, memorable and newsworthy fashion.

Tactics
Engage all stakeholders in the celebration through a compelling invitation and promise of a history-making event including access to the new facility.
 
Results
Dallas’ sports teams, sponsors, civic and business leaders and elected officials joined over 3,000 fans to make history and experience the first public tour of the new facility.  The event included a U.S. Air Force F-16 flyover, live news broadcasts, 50,000 balloons released from the rooftop, live music, cheerleaders and lots of scissors.  Two Guinness® World Records for ribbon cutting ceremonies were set:  longest ribbon (10,856 feet) and largest number of ribbon-cutters (2,435).