Where Champions are Crowned
Summary
Glendale knows how to show up on game day—and Madden made sure the world noticed. As agency of record, we helped the city claim its place as Arizona’s sports and entertainment capital with a bold new brand and year-round media strategy. From PR to paid campaigns, we built momentum that stretched beyond the stadium, telling stories of local pride, community spirit, and the kind of energy you can’t fake—because in Glendale, every day feels like a win.
Client
Visit Glendale
Scope
Agency of Record
Campaign Title
Building Glendale’s Brand as Arizona’s Sports Capital
Results
44M+
paid media impressions
1.3M+
potential earned media reach`
640K+
activation impressions
Campaign Creative
We developed creative customized for the big game, but still recognizable as Glendale. “Where Champions are Crowned” campaign creative ties the biggest game in football to the city that made it possible.
Strategic Media Buys
We utilized foundational tactics such as paid search, connected TV, as well as prospecting and remarketing to promote to audiences likely to travel for the game, as well as visit on a leisure vacation. We paired that with a Denver-focused lead generation campaign, surrounding the consumer and media events.
Public Relations
Through focused PR efforts, we helped craft the story that the media shared about Glendale so it resonated long after the Super Bowl. Our strategy included long-lead pitching, newsletters to key media, FAM trips for media and influencers, week-of media support, and post-game follow up to writers across the country. This was in addition to the invitation-only media event in Denver.
Consumer Activation Event
Our event in Downtown Denver introduced attendees to Glendale through in-person and digital efforts. We promoted an Ultimate Glendale Getaway Sweepstakes to engage with consumers and pique their interest in the destination.
