When we were approached by the Florida Citrus Bowl to take over the marketing and PR account for the 30-year old Florida Blue Florida Classic game between rivals, Florida A&M University and Bethune Cookman University, it was following a university crisis that hit national and international headlines in 2012. The three-day weekend game that generates an estimated $30 million for the Central Florida economy faced a sharp decline of an average of 60,000 fans to 32,000 in attendance after the crisis hit.
So we rolled up our sleeves to launch a multimedia marketing and PR campaign stretching from Florida to DC so that we could restore the bowl game to its glory days and tap into new fans to restore the game back to its glory days. In addition to regional media buying in print, radio, and TV and a fan engagement campaign to drive ticket sales, we also implemented a digital storytelling campaign to engage new fans and tap into the game’s nostalgic history as well as a media blitz to secure positive local, regional, and national PR in addition to a game day media circuit to include local morning shows, talk radio, sports radio, and general market media.
Ultimately, the two-year campaign resulted in the highest attendance since the crisis at about 46,000 attendees.