This October, ION launched a brand campaign that (re)introduced the ION brand and robust portfolio of programming to the wider viewing public. As part of this brand campaign, ION took strategic advantage of their position as the leading broadcaster of women’s sports, with a communications overlay that focused on the network’s support and promotion of and access to today’s strong women breaking barriers and records like never before.
Drawing inspiration from the real-life icons of the WNBA and NWSL to the fictional female powerhouses across the network’s dramatic lineup, campaign messaging positioned the network as a destination to watch greatness every day.
Watch Greatness Everyday was brought to life in a 360 degree campaign which targeted both B2B and B2C audiences, and included a mix of Paid OOH media, a womens-sports focused panel at Advertising Week, a consumer activation at Grand Central Terminal with a fan meet and greet with Megan Rapinoe and Sue Bird, and PR amplification via earned and owned channels.
Civic developed the creative which was leveraged across all paid media elements, developed Advertising Week panel programming, planned, bought and managed the OOH media mix, developed and executed the PR plan and created an engaging, multimedia consumer experience in GCT as well as a day-of private event for press. Over 1.2K consumers visited the activation over the 1-day event, which included in-world footprints for ION’s partners including the WNBA, the NWSL, and NBC x Wolf Entertainment.
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