Puerto Rico Convention District Authority (PRCDA)

#WeAre21

#WeAre21

Sponsor Proposal Preparation & Relations, Museum Website Redesign & E-Commerce Setup, Campaign Merchandise Design, Marketing Strategy, Social Media Content & Creatives, Event & Campaign Signage Design, Press Release Writing & Distribution, Media Relations, EPK & Campaign Website Development

132+ Million

Total Reach

761+ Million

Promo/ Digital
Impressions

76+ Million

Newswire/ Earned
Media Impressions

Overview

The #WeAre21 Campaign was launched by the PRCDA in collaboration with several government agencies, private entities, and supported by various sponsors and media outlets. The campaign commemorated the 50th anniversary of Roberto Clemente’s 3000th hit and his unexpected passing while on a humanitarian mission for Nicaragua. Spanning from September to December 2022, and extending into 2023, the campaign included a series of events and activations across Puerto Rico and the mainland U.S., celebrating Clemente’s legacy through various media and public engagements. This tribute to Clemente extended into 2023 with additional screenings of the 3000 Razones documentary and special events for Roberto Clemente Day, continuing to honor his life and influence.

The Great One

The Great One

The Challenge

The #WeAre21 Campaign was designed to honor Roberto Clemente’s profound impact on baseball and his humanitarian contributions. The challenge was to create a multi-faceted campaign that could resonate with a diverse audience—ranging from baseball fans and Clemente admirers to the broader Puerto Rican community—while ensuring that each event and activation effectively communicated the significance of Clemente’s legacy. Our task was to manage a series of events and media engagements across different locations, ensuring consistency in messaging and maximizing the campaign’s reach and impact.

Sponsor Proposal Preparation & Relations

We began by assisting in the preparation of sponsor proposals, ensuring they were aligned with the campaign’s branding and goals. Our team managed relationships with key sponsors throughout the campaign, coordinating their involvement to enhance the overall impact and visibility of the events.

Museum Website Redesign & E-Commerce Setup

To support the campaign’s outreach, we redesigned the Roberto Clemente museum website, integrating an e-commerce platform that allowed fans to purchase campaign-branded merchandise. This online presence was crucial for engaging a wider audience and providing a platform for ongoing support of the campaign.

Campaign Merchandise Design

We designed a range of merchandise, including apparel and memorabilia, that reflected the campaign’s branding and Roberto Clemente’s legacy. These items were made available for purchase both online and at various campaign events, contributing to the overall branding and fan engagement.

Marketing Strategy & Social Media Management

A comprehensive marketing strategy was developed and executed, including targeted Facebook and Instagram marketing campaigns. Our social media management efforts focused on producing engaging content, including posts, graphics, and videos, that highlighted key events and drove participation in the campaign.

Event and Campaign Signage Design

We created visually compelling signage for all campaign events, ensuring consistent branding and messaging across all locations. This included event-specific designs that captured the spirit of Roberto Clemente’s legacy and the #WeAre21 Campaign.

Social Media Content & Creatives

Our team produced a wide range of social media content designed to engage audiences and encourage participation in campaign events. This content was strategically distributed across multiple platforms, enhancing the campaign’s visibility and reach.

Press Release & Marketing Material Distribution

We managed the distribution of press releases and marketing materials to media outlets and stakeholders, securing extensive media coverage for the campaign. Our efforts ensured that each event received the attention it deserved, both locally and nationally.

Born to play baseball

Media Relations & EPK Setup

Coordinating media coverage was a key component of our role. We managed relationships with journalists and media outlets, and developed an Electronic Press Kit (EPK) that centralized all campaign information and resources, making it easily accessible to the media.

2023 Roberto Clemente Day & Additional Screenings

The campaign extended into 2023, with a special screening of the 3000 Razones documentary in Pittsburgh on Roberto Clemente Day, coinciding with the anniversary of Clemente’s 3000th hit. Additional screenings of the documentary were held throughout the year, continuing to engage audiences and educate them about Clemente’s legacy.

Campaign Events

  • Puerto Rico:
    • #WeAre21 Traveling Exhibit: A mobile exhibit in Guaynabo, San Juan, and Old San Juan showcased Roberto Clemente’s life and career through photographs, memorabilia, and interactive displays.
    • Documentary Premiere & Broadcast: The premiere of 3000 Razones in Puerto Rico highlighted Clemente’s humanitarian efforts, followed by a broadcast on various platforms.
    • El Distrito Flashmob Activation: A flashmob event at El Distrito in San Juan brought fans together in a lively celebration of Clemente’s legacy.
  • U.S. Mainland / New York:
    • New York Daily News Supplement: A special print and digital supplement in the New York Daily News dedicated to Roberto Clemente’s life, achievements, and legacy.
    • New York Digital Subway Art Exhibit: A visual tribute to Clemente displayed across New York City’s subway stations, reaching a broad audience.
    • DominoUSA #WeAre21 VIP Domino Tournament: A VIP event celebrating Clemente’s cultural impact, blending sports, culture, and community engagement.
    • MLB Network Media Campaign & FOX TV WNYW Broadcast Sponsorship: A media campaign that highlighted Clemente’s achievements, coupled with a special sponsorship of the Clemente Day broadcast on FOX TV WNYW.
    • Sponsorship of Mets/CitiField Clemente Day: Sponsorship of Clemente tributes during Mets games at CitiField.
    • Documentary 3000 Razones Broadcast: Aired on multiple networks, bringing Clemente’s story to a wider audience.
  • 2023 Additions:
    • Roberto Clemente Day 2023 – Pittsburgh, PA: A special screening of 3000 Razones was held on Roberto Clemente Day, coinciding with the anniversary of his 3000th hit and honoring his legacy in Pittsburgh, where he spent his MLB career.
  • Additional Screenings in 2023: The documentary 3000 Razones was aired multiple times throughout 2023, continuing to engage audiences and keep Clemente’s legacy alive.

#WeAre21

The #WeAre21 Campaign successfully commemorated Roberto Clemente’s 3000th hit and his lasting legacy through a series of well-executed events and media engagements. Our comprehensive support, from sponsor relations to media outreach and event management, ensured that the campaign not only honored Clemente’s contributions but also engaged a wide audience across multiple platforms. The continuation of the campaign into 2023 with additional screenings and events further solidified Clemente’s place as a cultural icon and humanitarian hero.