Identity Launches Revolutionary Sports & Entertainment Arena Design Concept

Modern PR Mix implementation leads to maximum awareness for The Inverted Bowl

Our Approach

Detroit-based architecture firm ROSSETTI has worked with some of the world’s largest entertainment brands and municipalities to bring innovative designs to life—including the Daytona International Speedway. After seven years of research and feasibility studies, the firm was preparing to launch a brand-new arena design concept that turns centuries of design convention inside-out, and they looked to Identity to help spread the word.

The new design, called The Inverted Bowl, offers several features and benefits that address key concerns in sports and entertainment—including better sightlines to the action through inverted balcony seating, a smaller footprint to better fit into compact urban areas, and enhanced future-tech engagement. ROSSETTI sought to generate broad national visibility for the design while also positioning it in front of targeted sports and entertainment audiences and decision-makers.

In preparation for its launch, Identity created a highly-customized strategy leveraging earned, paid, social and owned content to create maximum awareness. This started with messaging development around key topics related to the design, which served as the foundation for a custom micro-site to house extensive creative and digital assets on The Inverted Bowl—including a professional quality video about the design’s benefits and features.

Identity also wrote and designed a downloadable 12-page e-book, which talked about several issues currently facing sports and entertainment venues and operators, and how The Inverted Bowl addresses those problems.

Concurrently, Identity developed a comprehensive digital ad strategy across Facebook, Twitter, LinkedIn, Google and Reddit to position the concept in front of influencers and potential buyers. The team then constructed a multi-pronged media relations strategy, which included securing and coordinating exclusive pre-launch interviews to supplement the launch press release.

The official launch of The Inverted Bowl was covered by more than 20 local, national and industry-specific media outlets, including Forbes, Athletic Business, Architect Magazine and Inside Hockey, with an audience reach of more than 34 million. These stories were also shared by readers on social media an additional 600 times. The e-book was downloaded more than 200 times by current and potential clients, including numerous decision-makers with prominent athletic organizations, and, thus far, has directly led to one new project for ROSSETTI. And Identity’s digital advertising strategy and execution put The Inverted Bowl in front of another 51.4 million people. In all, more than 80 million people were exposed to The Inverted Bowl by ROSSETTI throughout the course of our campaign.

What We Did

Identity deployed the following strategies and tactics in order to achieve success:

  • Media Relations & Marketing

    • Campaign Messaging Development
    • Media Relations
  • Social Media

    • Digital Advertising Planning and Execution
  • Creative

    • Website and Advertisement Development and Design
    • E-Book Development and Design
  • Content Creation

    • Content Strategy Development
    • Copywriting


  • 80M+total million audience reach
  • 82Kviews of The Inverted Bowl video
  • 20+media stories mentioning The Inverted Bowl
  • 200+e-book downloads in the first two weeks