Years
in partnership: 1.5
When the NE Patriots decided not to move the new planned stadium in Connecticut, the state moved ahead with the $100 million dollar facility as a new home for the UConn Huskies. The Huskies were about to become a Big East Division 1-A football program, and the challenge was to create an image and market that could fill the new 40,000 seat stadium--the old field only accommodated 14,000 fans. We were brought in to establish a brand for the team and its new prominence, as well as the new stadium, and more specifically to pre-sell long term season-ticket licenses before construction. Our creative strategy consisted of radio, tv, and print using our "New Dog in the Show" theme. The overall campaign resulted in $25 million in advanced seat licenses, and in their first year at the new Rentschler Field, the Huskies averaged 37,500 attendees per game - leading the NCAA Div 1-A in attendance growth.
"The Imagination Company's campaign generated so much buzz in the market, that nationally syndicated
cartoonist, Brad Gilchrist,
created a comic strip about
the commercials for the Hartford Courant"
—Jim Marchioni, Former Marketing Directorer, University of Connecticut Athletics
