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St. Louis Blues Partnership
Objective
Leverage the regional popularity of the St. Louis Blues franchise to increase brand affinity, drive dealership foot traffic, and establish a dominant local market presence
My Role
Creative Direction, Sports Marketing Strategy, Partnership Negotiation, Client Consulting
The Team
Graphic Designer, Copywriter
Deliverables
:30 Broadcast/Digital Spot, Campaign Style Guide, Social & Digital Assets
My client was interested in tapping into their local St. Louis Blues fan base to increase regional market share. I mapped out a tiered strategy for the client, presenting three distinct paths with varying budgets and risks: An endorsement with an active star player, a partnership with a legacy veteran player, or the most efficient and versatile option – partnering directly with the Blues’ beloved mascot, Louie.
I directly contacted the St. Louis Blues PR and corporate partnership teams to help negotiate the mascot’s pricing and usage rights. I sat in on subsequent strategy calls with the auto group’s ownership and the NHL staff, successfully architecting a comprehensive activation package. I ensured the final contract secured maximum creative versatility, including:
• Production & Asset Rights: A dedicated multi-hour production shoot with the mascot to generate high-quality proprietary marketing assets
• Community Activation: Multiple in-store mascot visits to drive physical foot traffic to the dealerships
• Omnichannel Usage: Legal rights for mascot imagery across websites, social media channels, and regional billboards
