ZION NATL PARK FOREVER PROJECT | GROUNDBREAKING EVENT
Groundbreaking
solutions
It’s tricky to announce a new building in rural Utah when it may trigger fears of unwanted development and environmental disruption. That’s why when the Zion Forever Project asked us to help them unveil a revolutionary project near Zion National Park’s east side, we created a “Seed Planting” event rather than a traditional groundbreaking, reaching an estimated 21 million individuals through media relations efforts along the way.
~21 MILLION
Individuals reached.
The Zion Forever Project is a nonprofit organization officially charged with protecting, preserving, and supporting the beloved Zion National Park. After more than a decade of planning, they were finally ready to showcase the innovative East Zion Discovery Center, a place focused on both educational and conservation initiatives. However, they were nervous that the announcement might spark controversy if people misunderstood the purpose behind the development.
To ensure due credit and a unified narrative, we interviewed several key figures–including a generous land donor, National Park Service reps, building architects, developers, native tribes, and more. Through these interviews, we discovered several insights and gained an in-depth understanding of individual contributions that we integrated into key messaging for a press release, media pitching, and quote/fact sheets.
7 INTERVIEWS
Conducted with key figures.
Platinum
winner
To highlight the project’s conservation efforts, we held a “Seed Planting Event” in place of a traditional groundbreaking. This successfully shaped the project’s narrative and gained wide coverage, even being attended by Utah Governor Spencer J. Cox.
More than 30 headlines appeared in publications around the country with a combined reach of more than 21 million, all perfectly communicating the project’s vision, purpose, and objectives. None of the stories made any reference to “unwelcome development,” indicating that our conservation message had been successfully received and understood.
30 HEADLINES
Featured In statewide publications.
For our efforts, Love Communications was honored with a 2023 Platinum MarCom Award.
PLATINUM WINNER
2023 MarCom Awards
The success of our partnership with the Zion Forever Project continues. We’re excited about future opportunities to help them protect these environmentally, historically, and culturally important landscapes.
