About Us
Our Staff
Case Studies
Awards

Services
Public Relations
Marketing
Communication Strategy
Media Events
Crisis Management
Advertising Services
 

Contact Us
Pat Kremer
(312) 523-9357
pkremer@bigsplashpr.com

>

CHICAGO BEARS EXHIBIT

Case Study

THE CHICAGO BEARS: 80 YEARS OF GRIDIRON LEGENDS

SITUATION

In 2000, Chicago Bears management wanted to mark the 80^th anniversary of their franchise with an exhibition commemorating the celebrated history of the team.   The goal was to attract die-hard Bears fans, familiar with their storied history, and cultivate new fans as well.      Bears management contacted The Field Museum to find out if the Museum would be interested in opening the first-ever official exhibition of Bears memorabilia spanning their entire 80-year heritage.   The Bears had never put together an exhibition and needed the Museum’s expertise and assistance every step of the way.    

SOLUTION

Creating an Exhibition from Scratch:   The Museum’s Public Relations team surveyed the countless pieces of priceless memorabilia and made selections based on what would best highlight the Bears legacy and illicit an emotional response from visitors.   In order to capitalize on the mania of the fall football season, a rare assortment of objects were unveiled on September 1 to coincide with the opening of the home game schedule at Soldier Field.   Everything from Papa Bear Halas’ fedora to Walter Payton’s jersey, including the Bears 1963 World Championship Trophy and the 1985 Super Bowl Trophy, were displayed in all their glory.   A special video component presented the team’s historical highlights including the most memorable moments in team history – a history that had been an integral part of Chicago’s culture for 80 years. 

The Opening Drive:    All current team players and coaching staff attended the preview.   It was an opportunity for the media to see the reaction of rookie players who were learning about the historic importance of their team for the first time.   Major Chicago sports journalists (print, TV & radio) attended the preview and reported favorable stories about the importance of the Bears’ decision to open their vaults and allow the Museum to put together this first-ever presentation of their history.   The SCORE 1160 AM Sports Radio hosted live broadcasts at the Museum and legendary players from the ’63 and ’85 teams signed autographs for fans in the exhibition before every home game.    It was a feel-good story that kicked off the 2000 season, placing the Bears organization in a favorable light. 

Paying Homage to Sweetness:    The untimely death of Walter Payton during the run of the exhibition devastated Bears fans everywhere.   However, it provided an opportunity for The Field Museum to celebrate his life and legacy with dignity.   We draped the exhibition with black bunting, placed a nearby table with fresh flowers, Payton’s photo and a memory book.   We encouraged visitors to express their memories about Payton in the book, a book that would be given to Payton’s family as a personal tribute from Bears fans.   We also made the decision to open the Museum, admission free, following the memorial service at Soldier Field to accommodate the fans who attended the service.   At the conclusion of the Soldier Field ceremony, more than 5,000 fans entered the Museum to visit the exhibition, sign several memory books  displayed for the occasion and pay their respects to their hero.             

RESULTS

Many Bears fans discovered The Field Museum for the first time through this exhibition, increasing attendance not only before Bears games but on other days as well.   The Chicago Bears management was extremely pleased with the project’s success as it provided much needed favorable PR.   They incorporated several historic images seen in the exhibition into the newly renovated stadium.