The broad depth and breadth of skills at S360 was critical in delivering an integrated effect to deliver a fully branded in-arena marketplace, announcement events, public relations, and an integrated paid media plan to support all efforts across Washington and Alaska.
As Seattle established its first hockey team, the Seattle Kraken, S360 facilitated a partnership between a longtime client—Bristol Bay Native Corporation (BBNC)—and its partners, and the team. The partnership created a perfect opportunity to promote the Bristol Bay region and the salmon industry and gave the Seattle Kraken an opportunity to build its fan base in a state where hockey is a beloved sport. Once the partnership was sealed, a marketplace needed to be created from scratch, and an integrated advertising campaign developed to launch the market and promote Alaska’s wild seafood.
Broadcast spot launching the program.
The broad depth and breadth of skills at S360 was critical in seeing this project to completion. An integrated effect between paid, owned, and earned efforts was highly coordinated to deliver a fully branded in-arena marketplace, announcement events, public relations, and an integrated paid media plan to support all efforts across Washington and Alaska.
Branding, Naming & Environmental Design
The Bristol Bay Wild Market was created from scratch, from naming, to environmental design, site (bristolbaywildmarket.com/) to a visual identity. With the marketplace having three partners as well as Climate Pledge Arena and The Seattle Kraken all as stakeholders in the brand development, we needed to be as efficient and disciplined as possible.
Once the brand was developed, the integrated launch campaign targeting Alaska and Pacific Northwest residents was executed. A full site was built to support all efforts, as well as in-arena content to play on 200 TV screens throughout the arena. Additionally, a seven-minute video about the Bristol Bay region was developed in time for the season opener. S360 also ran media relations, community engagement, and all media for the announcement of the Market as well. Three of the four Seattle TV stations covered it along with the Seattle Times.
Campaign Elements: Print, Digital and Site
Why it Worked
Effective partnerships are built on trust and mutuality. S360 helped BBNC and the Seattle Kraken develop trust and explore shared interests. This allowed us to not only spearhead communications but also develop an entirely new brand as a result of the partnership. The Seattle Kraken Marketing team was so impressed with S360’s work, they ran the announcement spot during ALL preseason games. This additional broadcast placement, especially in Seattle, was immeasurable in gratis value.
The Seattle Kraken marketing team was so impressed with S360’s work, they ran the announcement spot at gratis during ALL preseason games.
Scope and Services
- Brand strategy
- Design and content development
- Digital marketing
- Paid media strategy and management
- Public affairs and government relations
- Video and audio production
- Web development and engineering