CHRISTUS Dreamlight Parade

Before the event, the Communication and Creative Team refined the brand identity and strategy for the Keeping Promises Campaign by creating a campaign logo, updating materials highlighting key initiatives, developing informative digital collateral, and pitching targeted stories to the media to announce the private funding campaign and invite public support. The next major focus was the Donor Reception portion of the event, which celebrated over $90 million raised for the Keeping Promises Campaign. The CE Events team transformed the hospital’s lobby and cafeteria into an almost unrecognizable, elegant reception space with exceptional catering and exciting entertainment. Programming for the reception included a 5-minute video about the Keeping Promises Campaign that included several interviews from the hospital’s CEO, doctors, and donors, and scripting provided by the CE Communication department. Immediately after the reception, donors crossed over to Milam Park to participate in the public-facing portion of the evening, the hospital’s inaugural Dreamlight Parade, where over 300 members of the community gathered to say goodnight to patients. This parade of first responders and specialty vehicles lapped the hospital so patients could enjoy a magical event from their hospital rooms. The CE Group produced and promoted the Dreamlight Parade, collaborating closely with the City, the hospital, and numerous organizations to coordinate a parade route featuring over 60 illuminated vehicles, secure donated gifts for patients, and amplified the event through paid social ads, strategic social media, community calendar listings, public relations, and other promotional efforts.