Texas A & M University
One Spirit One Vision Campaign Launch

Purpose: Launching a $1.5 Billion Campaign
Client: Texas A&M Foundation
Location: College Station, Texas
Video: View video of event

Challenge

  • Announce Texas A&M’s first campus wide comprehensive campaign.
  • Change the donors’ perception of TAMU at the same time confirm its spirit and values.
  • Showcase TAMU’s vision for its future: its academic excellence as well as its athletic.

Solution

Adapting TAMU’s tradition of parades, HG used a giant Ziegfeld Follies staircase to present to the 1000 guests a parade of 1,400 TAMU students, faculty, staff and alumni. The 45 minute parade introduced the Aggie cadets, all the academic units, distinguished faculty, social and service organizations, selected student performing groups, and of course several prominent athletic teams.

Response

"The judges were impressed with the engagement of the entire university community and felt that even a non-Aggie would be compelled to make an emotional connection to the institution given the outstanding staging to the evening event. Clear objectives and demonstrated results made this entry stand out, as well. In this case, a well-used big budget brought well-earned big results"

C.A.S.E. Judges Comments for Gold Medal Award for Best USA University Event

"It was a masterpiece of planning and execution – A&M’s own version of "shock & awe."

Robert Gates – President Texas A&M, current United States Secretary of Defense