I'M A FAN NOT A FOOL – Marketing Communication
BC Place sought to eradicate unruly behaviour at football games. The organization commissioned Reputations to produce a multi-faceted fan empowerment program to combat unruly “fool-like” behaviour during football games, versus increased security and solely deterring alcohol consumption.
Reputations designed a marketing campaign that revolved around combating unruly “fool-like” behaviour during football games. This campaign featured images of BC Lions’ football players on creative print ads, campy videos, fun radio announcements, and effective media advisories. Press releases and press conferences ensured a tangible buzz among the general public as well as the media.
Successful implementation of the program included $190,000 worth of media coverage for the program launch, several requests for follow-up interviews to discuss the program’s success, and plans to expand the project with a second phone line with added text messaging capabilities. Over a two-year time period, the Be A Fan Not A Fool program logged over 100 calls resulting in a 75% eviction rateand in 2008 the program was extended and transformed into the I’m A Fan Not A Fool Program.
Reputations was also recognized with an Award of Excellence in Marketing, an Award of Merit in A/V and Multimedia, and an Award of Merit in Special Publications by the International Association of Business Communicators (IABC). In 2009, Reputations was awarded a Gold Hermes Creative Award for Integrated Marketing Materials/Community Empowerment Program.