In 2016, the Madison Square Garden Company was one of the biggest live entertainment companies in the world. During my time there, they still had five sports teams, five live venues, a live sports network and event productions like Boston Calling and the Radio City Christmas Spectacular, all under one company. Most of the internal creative team was specialized, however we were not strictly siloed to one brand. While under contract there, my everyday work was with the Rangers, but I also dabbled in projects for most of the other teams, including community engagement.
Client
Madison Square Garden Company
Year
2016
Selling Tickets
With over 80 properties spread out across the web, the Madison Square Garden Company used most of 2017 to bring as many of their brands as they could under one URL. I wrote all the copy for the Knicks and Rangers Ticket Central pages with both their unique brand voices in mind. I also worked on upsell product descriptions for the premium suites.
Selling an Experience
It’s not enough to just sell tickets and merchandise for MSG. Sure…that was always the end goal for everything we did, but games at the Garden needed to feel like a completely branded experience. The Rangers needed to feel like the Rangers, the Knicks needed to feel like the Knicks and the Liberty needed to feel like the Liberty.
Selling the Game
Everything we did for the Junior Rangers program was either about growing hockey or promoting the Rangers brand, all while having fun. The ask from the Fan Development team was to always use a voice that spoke to parents but was still approachable to kids. Most of the deliverables for the team were promotional pieces for Rangers hockey camps, but we also worked together on Kids’ Day campaigns and other specialty nights.
Sell-ebrating Greatness
We also highlighted The Madison Square Garden Company as the premier destination for entertainment and did so by promoting all their venues together in one place. One of my earliest projects was directing a design intern on a series of Billboard magazine ads wrapping up 2015. I worked on them again the very next year with a different designer.
