Virginia Mason Franciscan Health
Pandemic Forces New Game Plan
The Seattle Kraken’s first NHL season debuted with a practice facility that included a health care clinic to care for players and community members. Virginia Mason Franciscan Health’s clinic would offer visitors sweeping views of skaters on the ice below and state-of-the-art primary care and sports medicine. We teamed up with VMFH to prepare an action-packed opening event. Then COVID-19 forced a change in the game plan.
GUIDING THOUGHT
Creative thinking had to take the lead when pandemic concerns interrupted in-person event plans. The region had hockey fever, and VMFH wanted to share in that enthusiasm for its clinic opening. Rather than produce another yawn-worthy virtual event, we rallied assets and resources for a program that could build excitement and awareness across multiple channels.
Fast-Paced News Format Delivers
We created the event concept to mimic an on-location TV newscast. The format included pre-recorded interviews, a facility tour and a ribbon-cutting ceremony. Voice of the Kraken Everett Fitzhugh tied it all together. We scripted executives and physicians to tell the story of VMFH’s commitment to sports and physical activity to support better health and wellness.
Viewers were invited to pose in a hockey-themed virtual photo booth. Simulating the excitement of an in-person celebration, winners of a Kraken quiz were announced live in a message scrolling at the bottom of the video window.
Sharing the Spotlight
This clinic was the first facility planned and built by the newly formed Virginia Mason Franciscan Health. So, in addition to the clinic opening, the virtual event had to introduce the two CEOs and give all involved their moment of recognition.
Behind the scenes, we worked feverishly with VMFH staff to coordinate the pre-recorded interviews, secure b-roll footage of the facility and finish editing in time for the online program launch.
Results: Winning
