bringing a $500m arena concept to market
Detroit-based architecture firm ROSSETTI has worked with some of the world’s largest entertainment brands and municipalities to bring innovative designs to life. After seven years of research and feasibility studies, the firm was preparing to launch a brand-new arena design concept—called The Inverted Bowl—that turns centuries of design convention inside-out, and they looked to Identity to help spread the word.
With the goal of generating broad national visibility for the design while also positioning it in front of targeted sports and entertainment audiences and decision-makers, Identity created a highly-customized strategy leveraging earned, paid, social and owned content to create maximum awareness—which included messaging development, micro-site creation, video production, digital ad strategy, media relations and more.
strategy for success
Identity deployed the following tactics and strategies in order to achieve success for ROSSETTI:
Identity created 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. The result was 4,400+ sessions from a highly targeted audience.
We 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. It was downloaded more than 200 times by key industry decision makers.
Concurrently, Identity developed a comprehensive digital and social ad strategy across Facebook, Twitter, LinkedIn, Google and Reddit to position the concept in front of influencers and potential buyers.
Identity’s work supporting The Inverted Bowl was recognized by PR News’ Digital PR Awards as one of the leading digital marketing campaigns in 2018, beating out the Miami HEAT and Cisco Systems.
The team then constructed a multi-pronged media relations strategy, which included securing and coordinating exclusive pre-launch interviews to supplement the launch of The Inverted Bowl press release. This included securing nearly 50 high-profile media placements in publications like Sports Illustrated, Forbes, Architect Magazine, Wall Street Journal and Fast Company.