About the Omaha Equestrian Foundation
The Omaha Equestrian Foundation (OEF) is a local nonprofit organization that hosts equine sports, entertainment events and educational initiatives to make equestrian sports mainstream and position Omaha as a center for the sport horse industry.
The Challenge
In 2023, OEF hosted a prestigious international event, the Federation Equestre Internationale (FEI) World Cup Finals, for the second time. This event needed to accommodate thousands of live spectators at CHI Health Center Omaha. It’s the biggest annual indoor competition for the world’s top equestrian athletes.
For such a significant occasion, the pressure was on to attract attention and coverage from international news media outlets. Our challenge was to help this local organization attain national-level visibility and support hundreds of international and local journalists during the event.
The Big Idea
Lukas Partners needed to show OEF as a reliable organization that could effectively promote and accommodate such a large horse sporting event on an international scale. We met with Omaha businesses to increase local attendance, helped coordinate media outreach and created a dedicated news media headquarters within the CHI Health Center where journalists from around the world could cover the competition.
Our Approach
Here’s a better look at how we implemented specific marketing, media and event management strategies to promote the FEI World Cup Finals hosted by OEF.
Performed Community Outreach
Lukas Partners worked to create local initiatives that would help secure business sponsorships, boost ticket sales, recruit volunteers and enhance community partnerships. Our team escorted renowned author and autism advocate Dr. Temple Grandin for her presentation and book signing event on April 7th, 2023. We also coordinated with Omaha officials to illuminate the Bob Kerrey Pedestrian Bridge purple during the week of the event.
Established On-Site Headquarters
To ensure accurate, live coverage, Lukas Partners helped coordinate and operate the World Cup’s news media press center, which served as a workspace for more than 100 national and international journalists. Our team worked closely with local and national outlets to maximize coverage and visibility, helping respond to inquiries throughout the six post-competition news conferences for vaulting, dressage and jumping events. We also created an online space for journalists to access schedules, maps, results and press materials.
Amplified News Media Coverage
Lukas Partners closely collaborated with local news partners, including the Omaha World-Herald, Midlands Business Journal, as well as a national placement in Yahoo! News to generate widespread coverage and increase awareness of Omaha Equestrian Foundation.
The Results
- 116 media placements
- 48.3M audience reach
- $5.M ad equivalency value
Why Our PR Strategies Worked
“The success of the FEI World Cup Finals campaign was rooted in a combination of strategic media engagement and creative community initiatives and seamless media coordination execution,” said Joan Lukas, Vice President of Lukas Partners.
“By providing national and international journalists with the tools, access and stories they needed, we generated meaningful coverage that reached millions and positioned Omaha as a world-class destination for equestrian sport. This was more than just promoting an event, it was about amplifying Omaha’s global reputation and creating lasting impact for the Omaha Equestrian Foundation.”
Let’s Make Headlines Together
Get the news out about your next big event with PR services from the Lukas Partners team. Our event management PR experts create powerful media strategies for sports brands and other industries. Let’s work together!
