Building a Legacy Through Strategic Branding
Client: The Marketing Bureau, on behalf of the Carisbrook Stadium Trust
Duration: Project-based
Overview
The Carisbrook Stadium Trust engaged The Marketing Bureau to lead a marketing campaign aimed at securing investor funding for the construction of Otago Stadium. The campaign required branding and advertising collateral to promote seating investment packages. Flying Lizard won the competitive tender for creative services and worked under The Marketing Bureau’s direction to execute the project.
Flying Lizard developed a full suite of marketing materials, supporting the campaign from brand launch through to promotional and advertising collateral. The creative work was instrumental in securing the required investor commitments, ultimately enabling the stadium’s construction.
Key Achievements
1. Branding & Identity Development
- Created the launch brand and visual identity for marketing efforts.
- Designed the official campaign logo and established brand usage guidelines.
2. Marketing Collateral
- Developed a comprehensive investment brochure to attract and inform potential investors.
- Designed print advertisements, posters, flyers, and billboards to support outreach efforts.
3. Campaign Success & Stadium Naming
- The marketing campaign met its investment goals, securing the funding required to move forward with construction.
- The commercial name was agreed, leading to the final naming of the stadium – ‘Forsyth Barr Stadium’.
Challenges and Solutions
The campaign required a compelling visual and messaging strategy to entice investment. Flying Lizard developed clear, engaging materials that effectively communicated the stadium’s vision and investment benefits. By aligning creative work with the marketing strategy, the campaign successfully converted interest into financial commitments.
Project Impact
The branding and marketing materials played a role in ensuring the stadium’s development. With a strong, cohesive campaign, the project reached its investment targets, allowing final costs and assurances to be approved. The stadium now stands as a major sporting and event venue, made possible by the success of this marketing initiative.
Client Testimonial
“Working with Dayne was a pleasure. Apart from being a thoroughly nice bloke, he was fully committed to delivering the very best work that he could to the ultimate benefit of the client. I would not hesitate to recommend him.”
— Brian Meredith, CEO, The Marketing Bureau Ltd