CHALLENGE

Once regarded as one of the worst bottlenecks in the U.S. and a magnet for controversy, the Woodrow Wilson Bridge Project began in 2000 to completely reconstruct the existing twin-span bridge, originally erected in 1961, and its surrounding interchanges to alleviate major traffic congestion at the midpoint of Interstate 95. 

In addition to communicating to the public what to expect over the duration of the project, Stratacomm was charged with marking the completion of each bridge span with pomp and circumstance. Since the construction schedule dictated that work on the second span could not begin until the first span was completed, Stratacomm coordinated two separate dedication ceremonies in 2006 and 2008.

STRATEGIC APPROACH

Stratacomm developed fitting themes for both of these enormous and complex events. For the original event, the “Uniting the States” theme was dramatically embodied by the closure of the drawbridge’s 150-foot leaves, physically joining Virginia, Maryland and the District of Columbia.

The follow-on event two years later, themed “A Bridge Completed – A Region Connected,” featured a stirring tribute to bridge patron U.S. Senator John Warner that included the Senator completing construction of the bridge by tightening the final bolt with a six-foot torque wrench. Stratacomm secured vehicles owned by President Wilson to drive the ceremonial “first crossings” of both bridge spans, carrying governors, mayors, Senator Warner and U.S. transportation secretaries to the stage. Stratacomm also arranged for the U.S. Navy Blue Angels and DC Air National Guard to provide flyovers with F-16 fighters to kick off both events.

Key logistical challenges of both events included coordinating the circulation of 36 shuttle buses to transport 1,500 guests to the events on the bridge deck from five off-site arrival locations, managing a 200-person event staff, coordinating with VIP security details to ensure the safety of their principals and the public, directing more than 25 vendors who provided services ranging from assembling 12 tents, 50-foot stages with bleachers straddling divided highway lanes, and seating for 1,500; food and drink service; printing materials and minting commemorative coins; and coordinating with law enforcement to erect  50-foot American flags at both entrances to the bridge.

RESULTS

For both events, Stratacomm secured placement of the Woodrow Wilson Bridge Project in every major Washington, DC-area media outlet, including The Washington Post, Washington Times, Washington Examiner, Baltimore Sun, Richmond Times-Dispatch, The Associated Press, CNN, NBC-4, ABC-7, CBS-9, FOX-5, NewsChannel 8, National Public Radio and WTOP-FM. Combined media coverage of both events reached a conservatively estimated audience of over 50 million, with more than 400 media hits and a message value of nearly $3 million.   

Having been honored with several prestigious awards, the Woodrow Wilson Bridge Project is considered widely a national example of outstanding partnership and project management by the Virginia Department of Transportation (VDOT), the Maryland State Highway Administration (MSHA) and the Federal Highway Administration (FHWA).