Case Studies - Grey Cup
PROJECT
Market the CFL Championship, maintaining a quality of communication that befits the most prestigious sports event in Canada.
OBJECTIVE
Strike perfect balance between creating excitement for the game without tarnishing a “national” and beloved brand. Sell out the building.
PROJECT
Market the CFL Championship, maintaining a quality of communication that befits the most prestigious sports event in Canada.
OBJECTIVE
Strike perfect balance between creating excitement for the game without tarnishing a “national” and beloved brand. Sell out the building.
STRATEGY
Develop a consistent creative logo, theme and artistic template leveraging key components of host team brand. Tweak messaging to:
- Sell single seats
- Encourage corporate involvement
- Suites and sponsorship
- Promote and sell out CFL Fan Festival concerts, parties and other events
RESULTS
- Record setting CFL Grey Cup revenue: 2004 & 2007
- Toronto’s Rogers Centre SOLD OUT
- Unprecedented success of CFL Festival events