ASSIGNMENT
AstroTurf, the brand that invented artificial sports turf in 1966, fell into receivership in the early ´90s and was purchased by Textile Management Associates (TMA), a commercial carpet and sports turf manufacturer. TMA dedicated proprietary advances in technology and engineering to the AstroTurf product line, creating the most innovative products in the marketplace, but failed to generate marketing buzz for the brand which was still associated with the "old" AstroTurf. Our client, GeneralSports Venue (GSV) came to FWV in 2005 as a start-up sports facilities company that needed a marquee brand to compete in the booming synthetic turf category.
VALUE PROPOSITION
FWV recommended a licensing deal with TMA that would give GSV a game-changing opportunity: to relaunch an iconic American sports turf brand with worldwide recognition.
MESSAGE
The challenge was to reassert AstroTurf as the world's most innovative turf brand and reclaim its title as the leader of the industry it pioneered in the 1960s. FWV successfully positioned AstroTurf as the leading innovator in the synthetic turf industry and an iconic American sports brand.
PROGRAM ELEMENTS
We first gained attention and awareness within the mainstream sports world – and simultaneously within the sports facilities marketplace – by introducing a new visual brand identity for AstroTurf across multiple media platforms. There was an opportunity within the sports turf industry to execute a level of quality in the visual design of brand image and marketing materials, along with the perceived quality of sponsored endorsements and marketing partnerships, that would separate AstroTurf from its competition. In December 2006, AstroTurf was reborn. FWV developed a fully integrated re-branding campaign including a new logo and brand identity, advertising, media outreach and public relations, E-marketing, special events, sponsorships and spokesperson activation. The logo has been recognized by commercial design blogs and the ad campaign won regional Addy Awards. FWV recommended and secured the endorsement of legendary NFL quarterback Archie Manning to serve as a brand ambassador for AstroTurf. Archie Manning represents the AstroTurf brand at select press events, in media interviews, on the AstroTurf Web site and in direct email communications with the GSV customer and prospect data base. The relationship with Archie Manning led to the installation of a state-of-the-art AstroTurf 3D urface at Guidry Stadium on the campus of Nicholls State University, home of the Manning Passing Academy. The dedication of Manning Field Built by AstroTurf, which included Super Bowl champion quarterbacks Peyton and Eli Manning, was covered by the Associated Press and ESPN the Magazine, among other media.
RESULTS
2007 results included an increase in first year sales for GSV of more than 100 percent to over $35 million. Print, broadcast and online earned media coverage resulted in 4.1 million media impressions and an estimated PR value of $1,955,428, a 5:1 return on investment for GSV. The paid advertising campaign, which included value-added components negotiated by FWV, resulted in 346 million consumer impressions and a 1.5:1 return. AstroTurf continues to gain market share and is now firmly entrenched as the primary competitor to FieldTurf, the category leader.
