Orlando Magic

The treatments and tactics presented here were submitted in response to a formal RFP process by the Orlando Magic NBA team. They include recommendations for increasing ticket sales and brand acceptance of the Magic specifically toward the various minority markets in Orlando. The campaign, created by principals and management of NET, centered on the concept of “Everyone’s Team.” An organic fan site was created to serve as a hub for all minority groups in the Orlando area: Hispanic, Indian, Asian, Women, and the GLBT markets. The site allowed visitors to share experiences, upload photos and videos, and learn about special events. Icons were created that reflected Magic pride according to that minority group and were used online and offline as swag throughout the city. Social Media sites were all part of the campaign, as well as a strong print and outdoor campaign that led all viewers to the fan website as a directional hub.