KICKING IT UP A NOTCH FOR THE CHICK-FIL-A BOWL

Client:

Assignment:

Position the Chick-fil-A Bowl, previously Chick-fil-A Peach Bowl, as one of the premier bowl games in the country through effective messaging to build momentum around the event and deliver increased brand value to its title sponsor. Some specific items tasked to JS were to help maximize fan attendance at More Than a Game (MTAG) events, and specifically in 2006 reinforce the new name, Chick-fil-A Bowl, to the city and nation.

Strategy/Implementation:

Proactively worked to obtain coverage in and outside of the sports pages and consistently reinforce strategic messages in "team" markets, as well as Atlanta and nationally. Created new strategies, such as a blog, to disseminate updated messages and maintain connection to reporters; introduced video news releases to media.

Results:

Placed the first-ever national coverage for this event in USA Today with a feature on the team selection process in 2004; followed up with a second USA Today feature on three games in four days at the Georgia Dome for the game in 2005. In 2007, Jackson Spalding helped the game garner national feature stories in the Sports Business Journal and on ESPN.com. In recent years, Jackson Spalding has helped the bowl game beat out all of its previous records for attendance, consecutive sellouts, total team payout, FanFest attendance and charitable/sponsorship contributions. Our strategy and implementation also directly resulted in more than 250 print and television placements.