Results

  • 2nd Most Attended Memphis Tourist Attraction in 2015

  • 990 Earned Media Placements

  • 1 Billion Audience Impressions

  • 35,000 Guests on Opening Day: Most Successful Store Opening in Company History

  • 15,000+ Fans on the Pyramid's Facebook by Opening Night, Earned Organically

  • 31,000 People Engaged With Facebook Posts During Opening Week


It may well become the next evolution in American retail.
— Kerry Sanders, Today Show Correspondent (May 3, 2015)

 

It’s not easy winning over the hearts and minds of a community when you’re a business receiving city funds to help transform a popular local landmark.

The iconic 32-story steel Pyramid in downtown Memphis, Tenn., once a popular concert and sports venue, had remained dormant for nearly a decade. Bass Pro Shops leased the Pyramid with plans for a one-of-a-kind, immersive retail destination experience, with hotel, bowling alley, alligator swamp and more. Local sentiment was overwhelmingly negative; this civic icon was destined to become a “glorified bait shop,” the thinking went. Then, multiple projected opening dates were missed, leading skeptical locals to believe the “bait shop” would never open.

 

Solution

 

The tide started to turn after PCI worked with Bass Pro Shops to develop a strategic plan that clearly communicated the company’s vision and plans, and rolled out key milestones in the project’s timeline, providing media with a steady stream of good stories. We developed weekly behind-the-scenes videos and highlighted a different feature of the Pyramid’s many features; one day the observation deck, the next day the hotel. We managed Facebook and Twitter pages and over six months, built momentum as the project progressed steadily toward a grand opening, and local and national media, including The New York Times and Today show, documented the success.


The Pyramid overlooking the Mississippi

The Pyramid overlooking the Mississippi

Evening for Conservation autograph session

Evening for Conservation autograph session