With a new world-class stadium under construction and the launch of a refreshed brand, 2012 marked the beginning of a new era for the Winnipeg Blue Bombers. To reflect the Winnipeg Football Club’s expanding operations and influence, the agency developed a flexible, brand-focused, multimedia campaign for the 2012 season.
The “Always Your Team” campaign taps into the steadfast pride of Bombers’ fans and elevates the team’s repositioned brand to new heights.
The campaign captures the tenacity, commitment and perseverance that are the hallmarks of the team and fans. Rain, snow or shine, win or lose, generations of Bombers’ fans have demonstrated their passion for their team. The overarching goal of “Always Your Team” is to drive the sale of season tickets in the spring and game-day tickets throughout the season.
The campaign was launched at a press conference in spring 2012 with a two-minute video, seen below. The video is a tribute to the enduring values of the fans and the team. Other videos, featured further below, are running as TV commercials.
Additional ad pushes will build awareness of the Bomber Store and the Winnipeg Blue Bombers Scratch Lottery – a fundraising initiative for the Winnipeg Football Club and a first for the Canadian Football League. All campaign visuals have been applied to the Bombers’ social media channels.
The first phase of the “Always Your Team” campaign launched in the spring and is designed to drive season tickets sales in Winnipeg and Manitoba.
Superboards and Billboards
An ongoing digital strategy underpins all of the WFC’s communications and advertising efforts throughout the year. This includes offering interactive contests to the Bombers’ Facebook fans and visually refreshing the club’s website and social media channels.
To date, the Winnipeg Blue Bombers have sold over 23,000 season tickets for 2012 – shattering the previous season’s record of 21,155.
The 2012 ticket drive and merchandizing success was widely covered by news and marketing media.