New York Rangers
Brand Voice Through Different Campaigns
2016-17 Season Campaign
After reviewing over 1,000 real stories from New York Rangers fans and legends, I picked out and pared down about 50 quotes and stories for the creative used on the season tickets. The pamphlet itself offered a few opportunities to write creative copy about the new chapter ahead for Rangers hockey.
Rallying Around RangersTown
For the 2017-18 season, we continued using fans, players and past legends in our creative, only we elevated the campaign. We made it more story-driven and used stronger language, like the rally cry-style from our 2017 playoffs creative.
Pitching RangersTown Stunts
Every new season’s campaign included a deck of marketing stunt ideas. On the Rangers side, it was my responsibility to take 10-14 of the creative team’s best ideas and workshop them into realistic executions. The writeups needed to show how a stunt fit into the campaign and/or brand identity, how we could pull it off within a budget and what the expected community impact would be.
Calling RangersTown to Action
Hockey season offered about 7 months of consistent work. Ads for ticket sales, ticket plans, season ticket renewals, merchandise, themed nights, special events, brand ambience and in-arena activations were constantly being produced and refreshed throughout the season. The list of deliverables varied, but the big needs were usually arena boards, in-arena reads, TV reads and emails.
“I want RangersTown to feel like a real place.”
— SVP Executive Creative Director, Madison Square Garden Company
2017 Playoffs Campaign
After reviewing over 1,000 real stories from New York Rangers fans and legends, I picked out and pared down about 50 quotes and stories for the creative used on the season tickets. The pamphlet itself offered a few opportunities to write creative copy about the new chapter ahead for Rangers hockey.
Season Ticket Renewal Campaign
After reviewing over 1,000 real stories from New York Rangers fans and legends, I picked out and pared down about 50 quotes and stories for the creative used on the season tickets. The pamphlet itself offered a few opportunities to write creative copy about the new chapter ahead for Rangers hockey.
Career Highlight
The “Together, We Call the Garden Home” campaign was a massive undertaking. The campaign included an email journey with 11 emails, a comprehensive website, print pieces, video scripts, in-arena announcements, on-air reads, talents reads and other deliverables, all due in early spring when the playoff run was heating up. Despite the aggressive price up, the campaign surpassed expectations and achieved a 93% renewal rate.
Season Ticket Membership
After reviewing over 1,000 real stories from New York Rangers fans and legends, I pared down 50 of the best quotes and stories for the season tickets. The pamphlet itself offered a few opportunities to write creative copy about the new chapter ahead for Rangers hockey.
