ATLANTA UNITED
INAGURAL SEASON
How do you kill the idea of a “bad sports town”? Give it a team worth believing in. Before Atlanta United had a stadium, a roster, or even a kit, we introduced the world to what was coming.The result?
ESPN and Sports Illustrated called it the most successful sports franchise launch in history. A 3-year season ticket waitlist. Five broken single-game attendance records in the first 18 months. And average home attendance surpassing every NBA and MLB team.
Atlanta wasn’t a bad sports town. It was just waiting for its team.CASE STUDY
FAN MANTRAS
Throughout the season, we keep our supporter's passion burning with mantras that act as rally cries for the entire city.
CREATING A RIVALRY
Rivalries are what make sports great. To create one from scratch, Atlanta United decided to taunt their neighbors Orlando City SC. Everyone got the message and then, in the spirit of good sportsmanship, we took it down.
PERMANENT MARK
At the intersection of Confederate and Atlanta Aves in Grant Park, a historic Atlanta neighborhood, we helped fans petition the city to change the name of Confederate Ave. to United Ave. After the signs went up, the Atlanta and United intersection were adjusted to have Atlanta on top, continuing to spread the message that Atlanta’s United.
MARKETING BLITZ
-
Writer: Michelle Turpin
Co-ADs: Sadie LeskoCDs: Anja Deuring
ECD: Chris Breen