Lucas Oil Products + Pence Media Group

Lucas Oil Products engaged Pence Media Group (PMG) to coordinate, execute and support the grand opening of its new headquarters in Indianapolis. PMG provided consultative services to support public relations, media relations, guest list management, video production, asset creation + social media support related to the grand opening event to bolster public awareness and increase brand engagement. 

The project’s mission was to firmly establish Lucas Oil Products as a company committed to problem-solving and innovation for not only a number of industries, but also for the everyday driver. We also showcased how the move of their global HQ to Indianapolis was a strategic step forward for the future of the company and its culture. PMG engaged key stakeholders to showcase the Lucas Oil Products brand as well as their commitment to community partnerships. 

The following paragraphs outline all details related to the planning and execution of the HQ Grand Opening event.

“Working with Pence Media Group (PMG) on the Lucas Oil Headquarters opening in Indianapolis was a success! Their team, led by a group of talented and dynamic female leaders, provided exceptional support throughout the entire process. From video production to securing local media coverage and coordinating interviews, they were effective in making sure the event was well-covered. I was truly impressed by their dedication and expertise.” — Melissa Wonser, VP Marketing, Lucas Oil Products

Event Planning + Execution

When it came to planning and executing the grand opening for Lucas Oil Products’ new Global HQ, PMG brought precision and creativity to every detail. From the start, our team managed the creation and distribution of evites via EventBrite, complete with custom graphics, and took ownership of RSVP management to ensure a smooth guest experience. We coordinated with key stakeholders, including speakers Kevin Speer, CEO of Ascension St. Vincent and Indiana Secretary of Commerce David Rosenberg, as well as emcee Crash Gladys sports radio personality, to craft compelling talking points and scripts. Leading up to the event, PMG organized speaker meetings, produced the run of show, and conducted a dress rehearsal for the ribbon-cutting ceremony. We also handled logistics, such as coordinating with local Chambers of Commerce for ribbon-cutting materials, sourcing VIP parking passes, and ensuring VIP guests received a warm welcome.

Public Relations

The grand opening of Lucas Oil Products’ new Global HQ was not just a milestone event but a major public relations success, thanks to PMG’s strategic efforts to maximize media exposure and earned coverage. PMG secured 22 unique articles, 91 broadcast clips, and a PR Newswire release that achieved 461 pickups with a potential global audience of over 163 million. Digital articles alone generated an estimated Advertising Value Equivalency (AVE) of $606,190, with the total value much higher due to extensive broadcast coverage, which was valued at up to $1,000 per minute. 

Key coverage included outlets like the Indianapolis Business Journal, Indianapolis Recorder, National Oil & Lube News, and TV segments on WTHR 13, WISH 8, and FOX 59. PMG not only prepped the Lucas Oil Products team for interviews and media opportunities but also created media asset galleries, crafted targeted pitches, and developed press materials that highlighted the company’s innovation and strategic growth. This robust PR campaign significantly elevated brand awareness and cemented Lucas Oil Products’ commitment to community, innovation, and industry leadership.

Live Social Media Management + Execution

To share the excitement of the day with Lucas Oil Products social media followers, PMG executed a dynamic live social media strategy. From creating a comprehensive plan with pre-drafted content, suggested hashtags, and pre-planned captions to on-site content creation, PMG ensured every moment of the event was showcased across Lucas Oil’s Facebook, Instagram, LinkedIn, X, and TikTok channels. Real-time updates brought the event to life for followers, featuring behind-the-scenes glimpses, stakeholder highlights, and key moments like the ribbon-cutting ceremony. By promoting the event through both Lucas Oil’s and PMG’s owned media channels, the strategy maximized reach and engagement, telling a cohesive story that continued to resonate throughout the day and beyond.

Video Production, Photography + Media Assets Shoot

Ahead of the opening, we filmed interviews with Morgan and Katie Lucas and stunning 4K footage of the new facility to create a dynamic video that premiered during the event’s Run of Show, played throughout the building during tours, and was then optimized for social media. 

Prior to the ribbon-cutting event, PMG captured behind-the-scenes footage, including a sizzle reel with WTHR when they came onsite for a media preview. During the event, we produced an engaging behind-the-scenes sizzle reel to share on social media. We developed a robust suite of media assets—including B-roll, interview footage, and photography selects—that were distributed to media unable to attend in person through a PR Newswire push and through personalized media distribution. This comprehensive content package not only elevated the event but also provided lasting assets for ongoing engagement and storytelling.

#Consideritdone with PMG in 2025! 

We’re honored to accompany our amazing clients in their successes. With expertise in branding, web, digital, content creation, and public relations, Pence Media Group would be honored to partner with your business to elevate your brand! Consider it done.