- Campaign, Strategy
- Philadelphia 76ers Back to Portfolio
Account Executive during my time at Finch Brands on the “Together We Build” Campaign for the Philadelphia 76ers 2013-14 Season. Worked with the client to create a campaign strategy, based off the goal of increasing ticket sales during a time of upheaval on the management and player side of the franchise. The campaign was created to foster excitement over the next chapter in Philadelphia sports history, and was aimed at a blue collar demographic. The idea “Together We Build” was meant to encourage current fans to stick with us as we create the next great NBA team, while also encouraging new fans to get ‘in’ on the bottom floor.
The team shot imagery of iconic Philadelphia landmarks, with a gritty, Rocky-esque feel to convey a sense of being an underdog in the city of brotherly love. Ads were placed in major Philadelphia publications, teaser billboards with the hashtag #TogetherWeBuild went live up and down all of the major highways in and out of the city, and the Season Ticket Holders package was redesigned with the new look and feel.
The campaign was successful in creating excitement around the new season, and created a rallying cry for fans new and old.