San Antonio Spurs 2019/20 Season Ticket Member Campaign - JUSTIN WINGET

With Season Ticket Membership as the lifeblood of the Spurs organization, each season’s campaign is of critical importance to maintain financial stability and achieve business growth. A team in transition after the retirements of Spurs legends Tim Duncan, Tony Parker, and Manu Ginobili, The 2019/20 campaign needed to highlight the “beyond the court” perks of membership and entertainment value of game nights at the AT&T Center. In doing so, we leveraged fan personas and each audience group’s nuanced needs as our guiding light for developing storyboards, scripts and each piece of campaign content.

BUSINESS OBJECTIVES:

• Awareness of 2019/20 season ticket on sale date
• Generate high potential, actionable leads for Spurs membership sales team
• Promote the exclusive benefits of Spurs Season Ticket Membership to prospects
• Retain existing Spurs Season Ticket Members
• Establish a sense of optimism and excitement surrounding the 2019/20 Spurs season

ACTIVATION TACTICS:

• Series of three :30 commercial spots, each targeting different fan personas
• Season ticket membership landing page for lead generation
• Paid social advertising targeting high potential prospects
• Paid search targeting ticket buyers
• Outdoor digital billboard advertising in high potential areas across the San Antonio region • In-game video and messaging
• In-arena sales center
• Surprise and delight care package for existing Season Ticket Members featuring exclusive “Spurs Family” t-shirt
• Commercial spot cast with existing Spurs Season Ticket Members and treated as a catered member recognition event