City of Dixon, Illinois

The Challenge. Dixon, Ill., the boyhood home of President Ronald Reagan, had spent years raising money and making plans for a new waterfront plaza, Heritage Crossing, along the Rock River as a way to attract tourists. Centered around a large bronze sculpture of a young Ronald Reagan, the $4.5 million plaza created a completely new, upscale look for city’s riverfront.  City officials planned a ribbon-cutting and unveiling event for August 2009. They wanted as much press coverage as possible.

The Plan. TDG executed a publicity program that combined news releases, personal contacts with Associated Press-affiliated media to get the word out about Heritage Crossing, the dedication ceremonies and the city’s ties to Ronald Reagan. We stressed the Ronald Reagan statue but included ample information about Heritage Crossing.

Results. Regional papers ran stories about Heritage Crossing and later about the dedication ceremonies. The AP carried the story on its wire services, and publications including USA Today, the Chicago Tribune, RoadsideAmerica.com, the Quad City Times picked up the story. In addition, nearly every newspaper and television station in Illinois helped publicize the Heritage Crossing event. Hundreds of people attended the ceremony, but more importantly Dixon raised its tourism profile throughout the Midwest. One comment on the State Journal-Register (Springfield, Ill.) website:  “I have never been but it's time to take a road trip. …”