Case Studies - Toronto Rock
PROJECT
Launch and sustain NEW spectator sport in ultra-competitive major market.
OBJECTIVE
Build brand character and key player personalities with initial responsibility to educate audience on the game of professional lacrosse.
PROJECT
Launch and sustain NEW spectator sport in ultra-competitive major market.
OBJECTIVE
Build brand character and key player personalities with initial responsibility to educate audience on the game of professional lacrosse.
STRATEGY
Multi-year strategy:
- A. Lacrosse 101, with a twist.
- B. Leverage the sport’s blue collar lifestyle.
- C. Overall value proposition – Athletic. Affordable. Action-Packed.
RESULTS
- One of the most successful pro franchise launches in Canadian history.
- Highest attendance mark in entire National Lacrosse League 2001-05.
- Rapid and sustained growth sponsorship: Molson, Toronto Sun and more.