Atlanta Dream Launches Bold, New "Live It" Campaign
March 16, 2015 - Women's National Basketball Association (WNBA)
Atlanta Dream News Release
ATLANTA, March 16, 2015 - The WNBA Atlanta Dream on Sunday launched a new multi-year marketing campaign created to build brand awareness and appeal to new fans with experiential and brand connections. The Dream's "Live it!" campaign captures the unique experiences Dream fans enjoy as a result of extraordinary community accessibility from ownership, players, coaches and staff and an entertaining, interactive game day experience.
"The essence of what the Dream stands for is captured in our 'Live It!' campaign," said Dream President and General Manager Angela Taylor. "We feel strongly that the Dream is a powerful name and brand that allows us to connect our team to our fans in a unique way, so our campaign goal is to illustrate how the energy one can experience at a Dream game can be captured by living one's life to the fullest.
"The Dream's creative partners - RobertsTrousdell Marketing, Crankhouse Productions, and others - have helped us create what we believe is a truly memorable campaign that spotlights our mission and vision. The achievements of our world-class players serve as the aspirational engine of the Dream's mission to empower and inspire members of our community to chase their dreams...to live their best lives...to give back through service in the community... to become a member of an amazing community we call the Dream family and to be a part of bringing the first WNBA Championship to Atlanta.
"There's so much energy around the 'Live It!' message we hope to share, so we'll continue to surprise our fans around the globe with some creative and interactive activations and remarkable stories throughout the season. We want everyone to experience the Dream...to #LiveIt! firsthand."
"It was exciting to experience the Atlanta Dream team spirit that exists off the court as well," said Dream Director of Marketing Ryan Eklund. "Our creative team designed an impactful, authentic campaign for years to come. There is extraordinary evidence of Dream fan loyalty. Our franchise is excited about the positive affects our 'Live It!' campaign will have to celebrate the community of our team and current fans while inspiring experiential brand connections with new audiences."
The Dream partnered with RobertsTrousdell Marketing & Communications and Crankhouse Productions to create the campaign. RobertsTrousdell is proud to be a women-owned business whose previous clients have included the Atlanta Braves, Hartsfield-Jackson International Airport and Cox Communications, and owner and partner Kathi Roberts helped the city of Atlanta develop the bid book that secured the 1996 Olympics.
"'Live It!' is not only an active request for the City of Atlanta, the fans and everyone who loves basketball to get behind the team and to live their own dream, but in the long run, we're hoping 'Live It!' also becomes a spirit that infects the whole team and has a positive impact on its relationship with its fans," said Tod Trousdell, owner and partner of RobertsTrousdell. "We wanted fans to know that the Dream is a different kind of sports organization, and much of what they do is to encourage fans to 'Live It!' by attending the interactive game day experience. By having the chance to meet their favorite players. By enjoying the special activities and promotions the Dream has planned every game. And by generally just being able to be close to the organization in ways that are unique in professional sports."
"Working on the Dream season campaign is a thrill," said Craig Kelly, President & Creative Director of Crankhouse Productions. "Promoting amazing players is always grist for great creative, but when you couple that with the team's passionate embrace of its fans -- it's gold. Our fandom for the dream is real and we 'live it' every day."
The campaign's launch included a television commercial that aired Sunday both on CBS during the NCAA Men's Basketball Tournament selection show and on Comcast, and will air tonight during the NCAA Women's Tournament selection show as well as during Atlanta Hawks and NCAA men's and women's NCAA tournament games. Radio spots and digital advertising will also run locally during March Madness.
The "Live It!" campaign will also include multiple videos on the team's Dream TV YouTube page, including behind the scenes looks at the creative process and photo shoots, interviews with players and season ticket holders for their reactions to the campaign, features with RobertsTrousdell executives discussing what Live It! means and how it came together, and testimonies from corporate partners.
In addition, the Dream's digital assets including the website and social media channels now feature updated graphics promoting the campaign, while the social media hashtag #LiveIt! will be implemented in creative ways, including through promotions in which fans can win prizes.
The campaign will also evolve throughout the year, as new elements are added. Fans will see how players, coaches and other fans Live It! on game days and in their daily lives as the team continues a quest for a WNBA championship.
Women's National Basketball Association Stories from March 16, 2015
- Tulsa Shock Open New Offices - Tulsa Shock
- San Antonio Stars Re-Sign Danielle Adams - San Antonio Stars
- Atlanta Dream Launches Bold, New "Live It" Campaign - Atlanta Dream
The opinions expressed in this release are those of the organization issuing it, and do not necessarily reflect the thoughts or opinions of OurSports Central or its staff.
