new york liberty — raising the game

the brand

on october 30, 1996, new york was selected as one of eight charter members of the women’s national basketball association (wnba). new york reeled off seven straight victories to start the inaugural season, finished in second place in the conference and advanced to the first ever championship game versus the houston comets. in the eleven years to follow, the liberty have made it to the finals a record four times. and they’re just getting started.

the question

knowing that those who come to one game come back, how do we convey the fun, excitement and world-class play that defines this special brand? in other words, how do we fill the seats at madison square garden?

the answer

embrace both your fans -- and the notion that the new york liberty mean different things to different people. oh, and don’t try to build affinity with the audience that simply won’t convert, i.e. male sports fans with no kids.

the target

women who love sports
dads who love their kids -- and sports
moms who love a great family activity
kids who love to have fun
new yorkers

the solution

first, a tagline that embodies the promise that this is about more than basketball. it’s about elevating b-ball to an experience that’s also about fun, world-class athleticism, finesse, community and sportsmanship:

raising the game.™

then a suite of branding materials ranging from tickets to transit, and outdoor to broadcast. each piece features messages most resonant to the diverse audiences they serve. and when it’s time to talk to new yorkers, a subway and billboard campaign that really speaks to them. how much fun did we have doing it? fuggedaboutit.