1. Nevada 150 –UP Nevada
150 Heritage Train
Public Relations Plan
August 1, 2014

2. GOALS
• Create community engagement at the various points of the UP Nevada 150
Heritage Train route throughout Northern Nevada.
OBJECTIVES
• Build awareness and excitement for the arrival of the UP Nevada 150 Heritage
Train and encourage individuals to visit stops.
• Create a sense of statehood camaraderie by encouraging communities to be
proud of their town’s heritage and contributions over the last 150 years.
• Generate a minimum of 8 earned media stories or mentions in traditional and
social media outlets ensuring appropriate message inclusion.
• Plan and implement one social media campaign around the UP Nevada 150
heritage Train route and the importance of Nevada’s heritage.
• Increase Facebook and Twitter fans by 100 throughout campaign period.
TARGET AUDIENCES
PRIMARY
o Rural Nevada Communities
o Media
SECONDARY
o Students
o Historians
STRATEGIES
MEDIA RELATIONS – The Glenn Group will work to identify media partnerships for NV 150
and generate positive media coverage through educating, developing and
leveraging newsworthy items through local print, broadcast and online news outlets.
Employ media relations tactics to educate outlined target audiences about the
Nevada Sesquicentennial and the importance of this event.
COMMUNITY RELATIONS – The Glenn Group will create strategic relationships with rural
Nevadan’s on behalf of Nevada 150 and Union Pacific to increasecommunity
outreach and awareness.
EVENT SUPPORT – The Glenn Group will work to enhance the UP Nevada 150 Heritage
Train event and contribute ideas to the overall concept.
SOCIAL MEDIA – The Glenn Group will conduct outreach to target audiences through
non-traditional channels: Facebook, Twitter and Nevada150.org

3. MEDIA RELATIONS
 Develop press materials including press releases, media advisories, messaging,
calendar listing, photos and pitches aimed at northern Nevada media.
 Use the Union Pacific talking points videoto post or share with Nevada media
outlets
• Search for variousangles and unique stories to maintain consistent publicity
efforts.
• Targeted pitches to media and communities throughout the campaign period.
• Develop content for Facebook, Twitter and Nevada150.org that allow for social
networking.
• Create messaging for and drive social media conversations about the UP
Nevada 150 Heritage Train and the Nevada Sesquicentennial.
• Work with and assist in preparing spokespersons representing Nevada 150.
TARGET MEDIA OUTLETS
Public Relations efforts will focus on media outlets in northern Nevada. Below is an initial
list of media we will include in our media relations efforts.
• ELKO: Daily Free Press, KENV , Elko Convention and Visitors Authority
• BATTLE MOUNTAIN: The Battle Mountain Bugle
• LOVELOCK: Lovelock Review-Miner
• WINNEMUCCA: Humboldt Sun
• WENDOVER: High Desert Advocate, The Wendover Times
• RENO/SPARKS: Reno Gazette-Journal, Sparks Tribune, Reno News & Review,
KOLO, KRNV, KTVN, KOH, KUNR
• CARSON: Nevada Appeal, Nevada Magazine, Carson Valley Times
• LAS VEGAS: Las Vegas Review-Journal, Las Vegas Sun, Las Vegas Weekly
COMMUNITY RELATIONS
• Connect with Rural Nevada Communities:
o Draw interest for businesses in the corridor towns
o Draw interest for schoolsin the corridor towns
o Offer ways to create awareness about Nevada 150 and Union Pacific’s
contributions to Nevada’s overall state heritage
• Host festive “WhistleStop Ceremony” for train stops in Wendover, Elko and
Winnemucca, Wells, Battle Mountain and Lovelock
o Welcome banner created by a local school in each town
o Give swag bags to the first 25 people to arrive
o Band students playing “Home Means Nevada” (or choir students singing)
o Attendants can sign a special Nevada 150 Heritage banner that would
be displayed during the Nevada 150 Parade in October.
o Encourage businessesto share their heritage and support the event
ONLINE/INTERACTIVE
 Act as an informational source on Facebook and Twitter
o Provide historical facts about the relationship between Nevada and Union
Pacific
o Promote attendance for arrival points

4.  Connect with fans on an emotional level, and incorporatetheir responses into
daily posts.
o “Share your heritage and tell us what makes you proud to be a
Nevadan?”
o Highlight fun/interesting facts about the individual cities the train will travel
through
o Spotlight local businesses and why they are special to Nevada’s heritage
 Offer a contest to increase fan engagement on social and draw themto the
event.
o Swag bags with items including: Nevada 150 pin, lanyard, bookmark,
interesting facts handout with the lyrics to “Home Means Nevada” and a
whistle would be distributed to the first 25 people to arrive
o The Facebook contest winner would win a Nevada 150 shirt and pin and
a picture with the Governor and Lt. Governor
 Other potential social media campaigns (we can providemore information as
necessary for each):
 “Heritage Snaps”-Post a picture of you showing your Nevada heritage and pride
o Encourage riders to share their journey using a hashtag.
 #NV150 & #UPHeritageTrip/Tour/Train
EVENT SUPPORT
 Nevada 150 whistles distributed to crowds welcoming the train
 Help with the distribution of swag bags
 Day of event/media support
 Calendar Listing
 Press Release
 Media Advisory
ADDENDUM
The UP Nevada 150 Express Event Plan and Timeline
Date & Time: Wednesday, August 27-31
Location: West Wendover, Wells, Elko, Battle Mountain, Winnemucca, Lovelock, and
Sparks
Wednesday, August 27
Dinner in Wendover with community officials at the City Manager’s home
Overnight in Wendover (Peppermill or MontegoBay)
Thursday, August 28
TBD.: “Discover Your Nevada” photo op at the Wendover Will statue with school kids;
possibly another historic marker in Wendover as well.
11:30 a.m.: Train departs Wendover for overnight in Elko, NV
1:30 p.m.: Whistlestop in Wells, NV for public viewing (30 minutes)
Late afternoon: Train arrives in Elko; no on-train evening event in Elko

5. Friday, August 29
8:30 – 10:30 a.m.: On-train breakfast event beforeElko parade
11:00 a.m.: Elko Parade and State 150th Celebration
12:00: Train departs for Winnemucca, NV with Whistlestop in Battle Mountain
2:00 p.m.: Battle Mountain – Whistlestop for public viewing (30 minutes)
Late afternoon: Train arrives and overnightsWinnemucca; no on-train event
Saturday, August 30
8:30 a.m. to 10:30 a.m.: Winnemucca - Public Display, breakfast event on train
11:00 a.m.: Winnemucca Parade and Nevada 150th Celebration
12:00: Train departs for Sparks, NV with Whistlestop in Lovelock, NV
2:00 p.m.: Lovelock - Whistlestop for public viewing (30 minutes)
Late afternoon/evening: Train arrivesSparks, NV for Best of the West Rib Cook-off; no
events planned for Sparks. Official train event complete.
Sunday, August 31
9:00 a.m. to 4:00 p.m.: Train on Display in UP Sparks Yard