Overview
The well-renowned entertainment venue in downtown Dallas, the American Airlines Center, hired Proterra Advertising to develop a marketing strategy that would increase the number of Dallas Mavericks and Dallas Stars' Platinum Season Ticket Holders in attendance at the annual pre-season party. Proterra Advertising's strategy included an exclusive VIP invitation and admittance into the annual party resulting in a 30% increase of attendees to the year prior.
Problem Encountered
The American Airlines Center near downtown Dallas is the city's premier indoor entertainment venue. The AAC wanted to reach out to its platinum level season seat and suite holders before the upcoming National Basketball Association and National Hockey League seasons by hosting a pre-season party at the exclusive Ghost Bar in the nearby W Hotel. They turned to Proterra to create an invitation that would get patrons excited about attending the event.
Our Solution
Knowing the affluence of the target and the exclusivity of the party and venue, Proterra set out to create an invitation that would feel appropriate for both the audience and the occasion. We developed an interactive invitation with a fold that provided the recipient with a "platinum" VIP card to gain admittance to the party.
Results
The invitation was a slam-dunk. In addition to winning several creative awards, the AAC had over 600 people RSVP for the party, a more than 30% increase over the previous year's event.
Related Links
Proterra Advertising
National Basketball Association
American Airlines Center
