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Nebraska-based Cabela’s Inc. hired Franco to lead the media relations effort to promote the opening of its fourth Michigan location and first in the metro Detroit market. Cabela’s looked to Franco for local insight into the Detroit media market to maximize the exposure for their Chesterfield opening by leveraging our local media relationships.

Franco provided media training for a group of local Cabela’s Outfitters in anticipation of a high level of media interest. We developed a media relations strategy targeting local and outdoor media reporters, coordinated a media preview event, managed media attendance and provided on-site media support for the grand opening event.

The media relations effort was a resounding success. A dozen media outlets attended the media preview to kick off the promotions. Customers started camping outside the store 48 hours prior to the opening. By grand opening day, the customer line wrapped around the store. More than 10,000 customers visited the new Cabela’s store opening weekend. Every major Detroit television network covered opening day festivities and after just 10 days following the opening, Franco’s media relations expertise earned Cabela’s 109 media placements and more than 7,300 shares of the Cabela’s news on social media.

“The Franco team was awesome to work with. Our media day resulted in more coverage than we expected – We had every major TV station as well as print and radio, which led to a tremendous crowd for our grand opening,” said Nathan Borowski, communications specialist for Cabela’s. “The Franco team was able to connect with us and to our target audience within the outdoor industry. I wouldn’t hesitate to recommend the Franco team to anyone who has PR needs.”

Cabela’s Case Study Final from Franco on Vimeo.