TD Garden Legendary Transformation
LEGENDARY TRANSFORMATION CAMPAIGN
On the original site of the Boston Garden, the new “Hub on Causeway” development, serves as the new front door to TD Garden and provides a historic opportunity, adding 50,000 square feet of arena expansion that features re-imagined gathering spaces, and countless new amenities. TD Garden turned to long-term creative partner Chameleon DG, to help create a strategic and memorable creative marketing campaign for this landmark project. The campaign, appropriately named, Legendary Transformation, was built on and reflected the foundations of tradition, community engagement, and iconic sports moments that will re-define the future for Boston’s entertainment district. The update to the arena, enhances every aspect of how customers live, socialize and consume entertainment in the city of Boston creating endless memorable experiences for generations to come.
CLIENT
TD Garden
LOCATION
Boston, MA
INDUSTRY
Sports, Lifestyle & Real Estate Development
SERVICES
Brand Strategy
Brand Identity
Creative Concepting & Execution
Print Collateral
Dynamic Presentations
Copywriting
Environmental Signage
Broadcast Advertising
Video Production
Motion Graphics
Animation
LOGO IDENTITY
To build a recognizable campaign for this landmark interior and exterior face-lift, we needed to start with an identifiable brand identity. The logo identity needed to be created to encompass all aspects of construction – milestone phases, community outreach and informative marketing updates to educate and inform consumers. The TD Garden Legendary Transformation logo itself had to be transformative as well, transitioning to “TD Garden Transformed” once the project had reached completion.
CAMPAIGN INITIATIVE
The Legendary Transformation campaign was at the core of an expansive 3 pronged creative engagement that included the promotion of the new Hub On Causeway amenities, Arena events, and updates on the physical Expansion of building. The Legendary story had to be inter-woven, simultaneously, and not lost in the many moving parts of continued marketing efforts for the arena while the TD Garden remained open, maintaining a consistent event schedule during construction. The campaign needed to educate and inform consumers of how this momentous upgrade, will ultimately enhance, not only the civic community, but their event-going experience.
The campaign and brand positioning summarized:
“The TD Garden Legendary Transformation was built on the foundations of tradition, redefining the future for our Boston community’s entertainment district. The unprecedented update, will enhance every aspect of how our customers live, socialize and consume entertainment, creating endless memorable experiences.”
HISTORIC IN EVERY WAY.
THE ARENA
We developed a cohesive messaging platform for promotional marketing and arena events, featuring positioning statements, slogans, and taglines that supported the overall legendary campaign story. Transcendent, influential phrases all consumers can relate to after experiencing a whole new way of consuming entertainment at the TD Garden, as a result of this historic upgrade.
We wanted to evoke an emotional connection with all fans throughout the messaging in the campaign, each with an aspirational component to encapsulate the exciting evolution of the TD Garden, utilizing punches of color to drive home key messages.
THE EXPANSION
When it came to the Expansion aspect of the Legendary Transformation campaign, we developed a series of videos that were released in various stages, designed to update consumers on the TD Garden’s expansion status, highlighting the exciting and innovative new amenities as they came on line. All TD Garden media resources were utilized to tell this aspect of the story that included social media platforms, local broadcast outlets, arena website and advertising assets.
THE HUB
The “Hub On Causeway” is a centrally located upgrade serving as the new front door to TD Garden featuring 50,000 square feet of arena expansion that features re-imagined gathering spaces, and countless new amenities that features: Star Market, ArcLight Cinema, Big Night Live Concert Venue, Guy Fieri’s Tequila Cocina, Banners Kitchen & Tap, Hub Hall, ProShop Team Store, CitizenM Hotel & the Hub50House residential tower that includes 440 luxury units in a 38-story tower. A fusion of innovation and entertainment, excitement and relaxation. A communal gathering environment where influential, creative people come together to live, work and play.
Marketing efforts in this phase of the campaign were designed to encourage expression, and emphasize the unconventional modernization of this new space. Creative highlights included the Hub On Causeway promotional and app highlights video, Proshop store theme design, Banner’s Kitchen & Tap social media gif animations, and advertising for Hub Hall. Hub Hall is the one-stop authentically Boston destination for both city dwellers and visitors alike featuring 18 diverse food and drink options. Applications included transit and print advertising.
Chameleon has been our secret weapon for fresh and progressive creative for over a decade. A trusted resource and extension of our team, we rely on Chameleon for special project support including logo development, video, and animations. A nimble, reliable and collaborative partner providing us with a creative edge.
– Jen Compton
VP of Brand & Innovation, TD Garden
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