Deardorff creates mass media campaign for Philadelphia Kixx
Posted: February 2nd, 2010
As the Philadelphia KiXX settle into their new home, Deardorff Associates débuts an exciting, new mass media campaign to promote the team during its 2009-2010 Major Indoor Soccer League season.Earlier this month the KiXX made its long anticipated home debut at the Liacouras Center on the campus of Temple University. To support the move and continue the successful partnership with the KiXX, the Deardorff creative team developed a new outdoor and mass transit campaign with the goal of reaching new audiences and touting the new location. The new campaign brings a superhero theme and feel to the team’s sophisticated yet edgy look.
The campaign features dramatic, up-close images of midfielder Ptah Myers, defender Pat Morris and midfielder Angel Rivillo breaking through the iconic Philadelphia skyline with the vengeance of powerful, earthly elements, a common theme in comics. It incorporates powerful taglines and includes a mention of the new KiXX venue, such as BURNING UP THE TURF AT THE LIACOURAS CENTER, STRIKING NOW AT THE LIACOURAS CENTER and DEFENSIVE FORCE FIELD AT THE LIACOURAS CENTER. The campaign concept was created for billboards and was expanded to include bus shelters near Temple University for added visibility through Philadelphia.
“In our fourth year of partnership with the KiXX, we wanted this year’s creative to have a real hometown feel,” said Jill Deardorff, president of Deardorff. “The city of Philadelphia is the perfect setting for these on-the-field superheroes.”
Building on the excitement generated by last year’s campaign, the KiXX marketing team opted to shift its focus toward reaching new audiences – while continuing to appeal to families with soccer-age children.
“Now being on the Temple University campus, we really hope to appeal to college students and the community that calls this area home,” said Darcee’ Roberts, Vice President. “This visually striking campaign supports our goal to make KiXX games the place to be. The superhero theme appeals to fans young and old.”
About Deardorff Associates
Founded in 1984, Deardorff Associates is an award-winning full-service integrated brand communications agency with expertise across numerous industries. Serving the advertising, public relations, interactive and communications needs of a global client list that includes Fortune 500 companies and small businesses alike, the agency delivers solid results to clients who want to go places! www.deardorffassociates.com