Case Study

Trinity Strand Trail
Groundbreaking

The Trinity Strand Trail project was founded in 2001 to develop the “Old Meanders” along the Trinity River into a 9-mile hike/bike commuter and recreational trail connecting the Katy Trail to the Trinity River. After several years of fundraising efforts in the Dallas community, the trail was ready to break ground in May of 2008. The Powell Group executed a public relations campaign for the groundbreaking including start-up press materials, media relations and community outreach. The goal was to bring awareness to the Trinity Strand project and create interest from key influencers in the Dallas community.

The Powell Group developed a press kit about the Trinity Strand Trail and the recreational and commuter opportunities it would bring to the Dallas community. As the groundbreaking approached, TPG invited key members of local government and asked Dallas Mayor Tom Leppert to lift the first shovel of dirt at the groundbreaking ceremony. The Powell Group identified Dallas key influencers and invited them to the groundbreaking ceremony. The event was held at the trail’s construction site where guests enjoyed trail mix granola bars, listened to the Mayor speak and watched community leaders shovel dirt to mark the beginning of construction.

All major networks in DFW attended the groundbreaking and each ran a segment on the trail and its mission. An article in The Dallas Morning News explained the trail and the benefits to the Dallas community. Secured coverage on several Web sites including a video on WFAA.com and a blog entry on dallasnews.com. The Trinity Strand Trail received more than $65,000 worth of media equivalency and approximately 1,000,000 impressions.

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