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Division of Marketing
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Events

Military Walk dedication

Military Walk

Date: September 11, 2010

Project: Military Walk, a tradition-rich area in the heart of campus, has been tread upon by tens of thousands of Aggies for more than a century. Over the years, it evolved from a dirt road to a narrowly paved street to a series of sidewalks. For decades, it was where Texas A&M’s Corps of Cadets assembled daily. A $4 million donation by Dan A. Hughes ’51 made the restoration of the historic walkway possible, and a unique grand opening ceremony was planned to celebrate the reopening of the newly renovated Military Walk.

Execution: The high-quality event was tailored to honor the tradition of Military Walk and showcase the Corps of Cadets. All collateral materials, including save-the-dates, invitations, programs and more, were customized to feature the renovated walkway while highlighting the Corps; this included programs printed on commemorative crest-shaped fans, the shape of an insignia worn on Corps uniforms. The event featured the Fightin’ Texas Aggie Band and the formation of nearly 2,000 cadets along Military Walk, the first such formation in nearly half a century. Remarks were made by the governor, the Board of Regents chairman, the university president and the Corps commander. Key members of the stage party, including Mr. Hughes, were invited to raise cords instead of cutting ribbon to open the walkway, another unique aspect of the event, as the cord is a symbol of achievement on military uniforms. With the walkway officially opened, the Corps marched down Military Walk to Sbisa Dining Hall, yet another nod to the restored tradition’s historic past.

SEC Atlanta event

SEC Atlanta Event

Date: June 6, 2012

Project: The Southeastern Conference’s addition of Texas A&M and the University of Missouri was cause for celebration for both the conference and its newest incoming members. Texas A&M and Missouri partnered together to celebrate the new era of the SEC in Atlanta, a city considered a hub for the conference.

Execution: The university planned everything at a distance from Texas and partnered with the local Atlanta A&M Club to create the event, which was designed to balance both academics and athletics. Guests included officials from the SEC, Texas A&M, and Missouri, alumni from both schools and Atlanta-based alumni from other SEC schools. All collateral for the event, including signage, nametags, programs and more, was branded with logos of both schools and their new conference. The venue space at the J.W. Marriott Buckhead was transformed to include lounges that highlighted academics and sports, while guests were also given chances to take photos with the mascots of each school, as well as with backdrops depicting scenes from their respective schools.

MSC rededication

MSC

Date: April 21, 2012

Project: The Memorial Student Center, a living memorial to Aggies who have died in military service and a major hub for campus activities, reopened on April 21, 2012, Aggie Muster Day, after a three-year long closure to undergo expansion and renovation. Many of the university’s students would get their first look at the building, which originally opened on Muster Day in 1951. The Memorial Student Center Rededication Ceremony was designed to tie the past and present together.

Execution: To pay homage to the MSC’s past, the rededication ceremony was created to be very similar to that of the original dedication. Collateral for the ceremony included commemorative postcards that highlighted past and present photos of the building, as well as lapel pins inspired by one of the architectural elements of the newly renovated facility. Remarks at the ceremony were delivered by the university president, the chancellor of the Texas A&M System, the Board of Regents chairman and the governor of Texas, and the Fightin’ Texas Aggie Band, the Singing Cadets and crowds of current and former students were also present. Staying true to the original dedication ceremony, a wreath was placed at the building, honoring it as a living memorial. Members of the stage party placed plaques with each of Texas A&M’s core values on the wreath, and the Ross Volunteers led a procession into the MSC, opening the new building to campus for the first time in three years.