ISSUE
As part of Fairmount Park Conservancy’s expansive portfolio of responsibilities, including countless parks, playgrounds, fountains, and other Philadelphia public spaces, they are also the stewards of the world-famous Boathouse Row Lights.
In March 2023, the Conservancy began a $2.1 million maintenance and upgrade project on the 44-year-old lights to ensure that they will illuminate that stretch of the Schuylkill River for years to come.
As part of our broader strategic communications work with the Conservancy, Ceisler Media & Issue Advocacy created a plan for the Boathouse Row relighting taking place in early 2024. In addition to event logistics, the Conservancy also needed marketing support to generate excitement for the relighting, IT help for long-term engagement, and a sponsorship strategy to support ongoing maintenance of the lights.
Our team worked with other consultants, program partners, elected officials, and various government agencies to ensure a successful event – all amid major road construction at a key viewing spot for the lights.
STRATEGY
Ceisler Media first outlined key messages and facts to serve as the foundation for all communications efforts. These messages were designed to underscore the rich history of the lights, the necessity of investment for their upkeep, and their enduring significance as a Philadelphia landmark. These messages included:
Since 1979, the Boathouse Row lights have served as an instantly recognizable Philadelphia landmark. This relighting will ensure that they continue to light up the Schuylkill River each night, well into the future.
The updated Boathouse Row Lights will include 6,400 individual LED lights capable of 16 million color combinations, allowing them to provide any occasion or celebration with a customized glow.
With these guiding messages in place, Ceisler Media implemented a multi-faceted strategy.
Owned Media
With guidance from Ceisler Media, the Conservancy team launched a new Instagram account for Boathouse Row Lights. This platform became a hub for sharing frequent photos and promoting sponsors to inform the curious public about the lights’ ever-changing colors. High-quality content was a priority, and a meticulous process was established to capture and share stunning visuals of the lights as they represented various holidays, sponsors, and celebrations throughout the year.
The Instagram account points to a webpage for the lights with FAQs, information about sponsorship opportunities, and fun facts about the lights, making it a comprehensive resource for anyone interested in the project.
Earned Media
Ceisler Media worked in partnership with Relief Communications to keep local and regional media outlets updated on the project’s progress, ensuring high-quality coverage. Pitches were also made to national tourism publications to broaden the reach.
Throughout the leadup to the event, the teams worked together to monitor relevant news coverage and draft responses to inquiries.
The highlight of the earned media strategy was the relighting party hosted in early March of 2024. This event was the perfect opportunity to create buzz and spread awareness with local influencers and press invited to attend and share their experiences
Partnership Building
Ceisler Media connected the Conservancy with Visit Philadelphia, the Philadelphia Convention & Visitors Bureau and Elevated Angles to establish a launch announcement that included drone videography of the relighting and a shared Instagram post.
Additionally, our team introduced the Conservancy to an audio/video vendor to support 24/7 monitoring of the lights with solar-powered technology that allows them to capture each evening’s light combination and display it on their site.
Government Relations
Engaging key government officials was another critical component of the strategy. Ceisler Media worked with the offices of Philadelphia City Council members and the newly appointed Parks & Recreation commissioner to ensure they were well-equipped to speak about the lights and their significance to our city. With this preparation, we ensured that the project received the necessary support and recognition from the city’s leadership.
Event Support
On the day of the event, Ceisler Media and Relief Communications guided members of the media and elected officials throughout the site, coordinating interviews in the process. The teams ensured that logistics such as microphones, speakers, and lights were all set up appropriately, and guided VIP attendees to the special viewing area.
In addition to greeting registered attendees, Ceisler’s team members had the pleasure of interacting with the scores of attendees who had not registered in advance, answering their questions about the lights, directing them to designated viewing areas, and making sure that all the children in attendance were equipped with the necessary glowsticks.
When the big moment finally arrived, Ceisler Media even had a team member stationed in a Boathouse Row closet to flip the switch and illuminate the lights for the first time in nearly a year.
RESULT
The Boathouse Row relighting event was a huge success, with more than 3,330 registered attendees. Media coverage included 15 TV and radio mentions and 13 significant pieces of online coverage in the week following, including an in-depth Philadelphia Inquirer article. These 28 pieces of coverage reached an estimated 2.5 million people and earned the Conservancy and Boathouse Row more than $500,000 worth of publicity.
The collaborative Instagram post with Visit Philly, Philadelphia Parks and Recreation, Fairmount Park Conservancy, and Boathouse Row Lights garnered nearly 1200 likes and 270 shares, teeing off a period of steady growth for the Boathouse Row Lights account.
CONCLUSION
The Fairmount Park Conservancy’s project to renovate and relight the Boathouse Row lights was more than just a technical upgrade; it was a celebration of Philadelphia’s history and community spirit. Through these carefully planned and executed tactics, Ceisler Media successfully helped the Conservancy highlight the historical significance of Boathouse Row, secure the investment needed for their future, and reinforce its status as a cherished Philadelphia landmark.