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BC LIONS

The BC Lions' popularity had waned so, three years ago, they asked Rethink to increase fan interest and attendance.

The agency helped the Lions shift the focus of their marketing efforts from the field to the fan experience in the stands. It paid off: Attendance in 2003 was up 28% and last year, ticket sales rose another 20%. As attendance rose, the team's win-lose record rose as well. Last year, the Lions made the Grey Cup final.

They wanted to keep the momentum going. Research showed that fans were either hard-core (attending games) or fair weather (mostly watching on TV). Both groups saw games as a way to "cut loose," but there was a big difference in the level of involvement they felt watching a game on TV versus attending one live. Rethink's TV and radio campaign, urging fans to "save it for the game," was built around this simple insight. The spots show Lion's fans demonstrating behaviour that would only be appropriate at a game.

By September, the season was already a huge success. Season ticket sales were up an astounding 52% over last year and same-day ticket sales increased a whopping 31%. And for the first time in a decade, the Lions had three capacity crowds in one season (with several games to go).

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