FREEDOM TOWER REOPENING INAUGURATION

This wasn’t just a reopening—it was a reintroduction of the Freedom Tower to the world.

Maria Clara Chicuen

Former Executive Director of Cultural Affairs

Miami Dade College

OVERVIEW

On September 16, 2025, Miami Dade College reopened the iconic Freedom Tower following a two-year, multi-million-dollar restoration. The ribbon-cutting ceremony was designed not only as a celebration of history and culture but also as a high-visibility media and community moment. Our team was charged with elevating the Freedom Tower onto the world stage, leveraging press, social media, and storytelling to drive awareness and engagement.

Objectives

Secure widespread local, regional, and national media coverage.
Highlight MDC President Madeline Pumariega and other leaders as stewards of the Freedom Tower.
Drive community awareness and engagement across digital platforms.
Increase interest in pre-ticket sales through media mentions, social media attention and word of mouth.

Strategy & Outreach

Media Outreach

Developed a robust outreach plan, using multiple media advisories, personalized media pitches, and a post-event press release to garner media interest.
Leveraged media relationships established during hard hat tours to secure media attendance.
Offered exclusive experiences to select media partners to augment day-of attention.
Drafted and designed a media kit with messaging points, fast facts, and backgrounders for crews and on-the-spot fact checking.
Managed media interest through an inquiry form and built a detailed media timeline to coordinate multiple media crews.

Internal & External Communication

Drafted eblasts and communication to college and community audiences about event and ticket sales.
Ensured all vendors and staff were aligned on messaging, roles and needs.
Developed a 4-minute video detailing the “behind-the-scenes” making of the restoration for presentation during the event.

Digital Media

Created a multi-platform digital content strategy to build excitement before and during the event.
Developed a tiered paid, organic and community engagement protocol with live Instagram coverage, amplified community posts, and collab posts.
Coordinate influencer outreach for day-of content.
Worked with MDC web teams to prepare the Freedom Tower website for reopening, drafting copy and providing guidance on ticketing promotion.

Program & Content Support

Finalized the run of show, then prepared speeches and talking points for MDC leadership, dignitaries and board members.
Coordinated with VIPs and trustees to ensure consistent messaging.
Developed a multi-platform shot list to align photo, video and social media teams on content and key visuals.
Led on-site walkthrough meetings with key staff to ensure alignment across A/V, media, multimedia, security and museum staff.

On-Site Execution

Directed and supported all press in attendance from 5 a.m. to 10 p.m.
Escorted VIPs and MDC spokespeople for interviews.
Coordinated photo opportunities and guided tours for media.
Ensured live broadcast coverage ran smoothly and showcased visually strong moments.
Managed Freedom Tower social media accounts and collaborated with MDC and MDC President accounts in real time.

Results

Media Coverage

25 outlets in attendance; over 30 credential requests submitted.
Coverage across local, national, Spanish and English media, including TV, radio, print, and online.
240 TV and radio segments reaching 4.8M+ viewers, generating $568,963.34 in ad value per 30 seconds of airtime.
110 print and online stories, reaching 1.1M+ readers, with an ad value of $10.6M.
Two front-page Miami Herald covers dedicated to the event.
Coverage extended beyond Florida — stories ran in Charleston, SC; Watertown, NY; Washington, D.C.; North Carolina; and internationally in Brazil, Argentina, Switzerland, and Italy.

Social Media

Instagram: +300 followers in two weeks, +163% post views, +367% page visits, +20% content interactions, +18% reach.
Facebook: reached 14K+, with views up 238% in four days, +20 new fans, +387 profile views.
Influencers: Secured three Miami-based influencers (@CarotheTourGuide, @PeakACity, @OnlyInDade) with combined reach of 2.9M+, yielding 13,082 likes, 253 comments, 3,650 shares — at no cost to MDC.

Impact

The Freedom Tower ribbon cutting event positioned MDC and the Tower at the center of cultural and civic conversation, exceeding expectations for visibility and reach. With millions of impressions across broadcast, print, online, and social, the event cemented the Freedom Tower’s centennial as not only a milestone for Miami but a story of national and international significance.

Moreover, the museum sold 51 exclusive preview tour tickets without any direct promotion within the first 24 hours following the ribbon cutting, generating more than $2,500 in revenue.