Assignment:
We were asked to create ads for the Tampa Bay Rowdies that would connect with current and potential fans, and set the Rowdies brand apart from other sports teams in the Tampa-St. Petersburg market.
Approach:
Research uncovered a spirit and inclusive subculture unique to the local sports landscape. The way the Rowdies connect with its fans is akin to the way indie rock bands connect with theirs. The team plays its games in St. Pete, and this anti-establishment insight played beautifully with the young, artistic and at times quirky St. Pete community. So we created a series of ads and posters that felt more like concert posters than sports ads.
Results:
Fans loved the posters so much that the Rowdies sold them at games. What’s more, the soccer world also took notice. Here’s a quote from CEO Andrew Nestor:
“I wanted to let you know that I've been receiving amazing feedback regarding the new creative and branding for the Rowdies. And it's coming from all over the place — fans, influencers in St. Pete, other agencies and PR professionals I know, high-level sports executives and team owners across all sports in Tampa Bay and around the country, and on social media we noticed other teams’ bloggers asking their teams to look at the Rowdies posters.”
Best of all, revenue for the 2013 season far exceeded expectations.
