Papal Visit

Situation

During the Pastoral Visit of Pope John Paul II to St. Louis, Henning Communications was the lead communications team coordinating print materials, licensed souvenirs, venue signage and a media guide for five events over two days. Attended by thousands locally and across the United States, the Visit was a historic moment for St. Louis.

Goal

Create a strategic communications plan to welcome the entire St. Louis community and visitors. Seek strong participation from the Catholic community at ticketed events at the Edward Jones Dome, Scottrade Center, Cathedral Basilica and airport welcome and departure ceremonies. Coordinate creation and production of all communications materials under Vatican guidelines for a papal visit and the United States Secret Service with the president, first lady and vice president of the United States in attendance.

Strategy

Integrate brand identity and messages across all media to maximize impact. Design compelling Papal Visit logo. Coordinate creation and production of event collateral:

  • Event tickets and programs
  • Venue signage
  • Outdoor advertising
  • Licensed wearables and souvenirs
  • Media guide

Impact

Papal Mass included the largest attendance for any indoor event held in the United States. There were 1,500 media credentials issued, and local media coverage was comparable to other historic St. Louis events. Approximately 150,000 souvenir programs were distributed.

Category

Strategic Communications