We love working with them as much as they do with us.
Case in point.
We’re only as good as our last satisfied client.
We needed to promote the 2012-13 Coyotes NHL season, but because of a labor dispute that year, we had no idea who would be playing for the team.
Instead of focusing on star players to ignite fan interest, we devised a campaign centering on the excitement of hockey itself, and the Coyotes team as a whole. We animated custom illustrations of representative players in silhouette, blending with iconic images of the Coyote mascot. We coupled this strong graphic look with hard-driving, action-oriented copy emphasizing the adrenaline of the game. After the labor dispute ended, we quickly created illustrations of actual players in the same animation style, and blended them seamlessly into the ongoing campaign.
The team saw a 15% increase in attendance and ticket sales over the previous year, despite the bad publicity caused by the labor dispute. Incidentally, the Coyotes enjoyed a 21-18 winning record during that shortened season, though we can’t take credit for that.
We needed to raise Phoenix Children’s standings in the upcoming US News & World Report’s annual “Best” survey of children’s hospitals. A number of Phoenix Children’s specialties had already made this prestigious survey over the previous four years, but their position in the rankings had been slipping, and there were additional “Best” specialty categories in which they wanted to place. We had to persuade doctors across the US to vote for Phoenix Children’s, though they may be only vaguely aware of it by name, if at all. They needed to be convinced that Phoenix Children’s is a major research hospital on the forefront of pediatrics, making breakthrough medical discoveries in treatment and care.
To enhance name recognition, we decided to associate the hospital with its locale. We wanted voters to get the impression that pediatric innovation is taking place in Phoenix, Arizona, so they’d remember the Phoenix Children’s name when voting time arrived. We chose beautiful, iconic photos of the Arizona desert that would stand out from other imagery in the medical publications in which we advertised. We made bold, surprising and impactful statements that connected this landscape with advanced medical research and discovery, linking the Phoenix Children’s name with the brand promise of innovation.
The success of the campaign was measured in two ways: increased website visits from the areas in which we advertised, and voting results in the US News & World Reports survey. Google Analytics showed a sizeable increase in site traffic from 10 key markets in the United States, ranging between 11% to a whopping 117%, averaging a 26% uptick. An eleventh market—nearby Las Vegas, NV—delivered a remarkable 696% increase in site visits. The US News & World Report survey results were even more impressive—and significant, given our objective. Phoenix Children’s rankings soared, rising from 4 specialty categories the previous year to 9, more than doubling their placements. These rankings are proving critical to validating Phoenix Children’s brand position as Arizona’s BEST Children’s Hospital.
arizona superbowl committee
The Arizona Super Bowl XLIX Host Committee had a big job on their hands, and the world was watching. They needed creative and production expertise to execute internal and external marketing initiatives, campaigns and events, and they had to do it in tight turnaround times across multiple platforms. As the official host committee, they were tasked with coordinating local business stakeholders to help them capitalize on the economic opportunity presented by the Super Bowl; organizing and promoting special events around the Valley; and making the best possible impression of our state while accommodating tens of thousands of visitors from across the country and around the world.
Working in full partnership with the Host Committee and close coordination with third-party entities including the NFL, Verizon, Pepsi-Cola and Bud Light, we put dozens of projects into motion simultaneously, while maintaining a dizzying array of brand standards and marketing objectives. We produced high-profile branded content for national and international exposure across the full spectrum of media, including radio, TV, digital, web video, outdoor, and event signage and collateral. At one point, more than 30 open jobs were scheduled to be launched at the same time. As a nimble, responsive and multi-disciplined creative shop, Anderson accomplished every project on time and on budget, up to and including the Thank You advertising and PR in the wake of this major event.
Super Bowl XLIX was a record-breaking success, attracting 114.4 million television viewers, the most in broadcast history. The Host Committee surpassed all of its goals, showcasing Arizona on the global stage, boosting the local economy, and demonstrating the amazing capacity of our infrastructure. Together, we coordinated 11,000+ volunteers and helped stage more than 200 events Valleywide. We accommodated more than a million visitors to Verizon Super Bowl Central, sold out the 2015 Pro Bowl, hosted 5,500 credentialed media from 23 countries and achieved a staggering 8 billion+ media impressions. We broke records for hotel occupancy and revenue, airport traffic and Light Rail ridership, and we helped raise more than $2 million for Arizona non-profits.