When Indianapolis was awarded the next expansion team for the North American Soccer League, team owners wanted to make a big splash in a market where previous professional soccer attempts had failed to launch.
With less than six weeks to go until the announcement, Borshoff had to work fast. We developed the messaging platform and visual identity – invitations, banners, videos and promotional items – for the launch event, as well as an ad campaign to drive season tickets sales.
The announcement about the city’s new team happened to coincide with the NASL’s coaches convention here in Indianapolis. We created a video to kick off the convention, and, thanks to the happy hooligans in the audience, the energy level remained high throughout the evening with spontaneous chants of “Here we go! Here we go!”
We developed a coaster series that helped fans get acquainted with their newfound nemeses for the after-party at the Chatham Tap – a local football-friendly pub.
Borshoff’s media relations efforts earned the client more than 80 media placements in local, national and industry publications.
Within five days of the announcement, the team was well on its way to growing a passionate following. Ultimately, the team would secure well over 6,000 season ticket holders for the inaugural spring season and enjoy an average attendance of 10,293.