University of WA Athletics Launches New Campaign

POSTED BY Christina Arbini on Aug 19, 2014

(Magazine ad for the UW Athletics Dept.)

As the start of the school year fast approaches, thoughts naturally turn to the excitement and promise of a fresh college sports season. And in the Seattle area, that means cheering on our hometown team. Hornall Anderson has partnered with the University of Washington Athletics Department to introduce a new creative campaign for the 2014-2015 season. The campaign, which includes digital, print and broadcast advertising, is set to ignite the “simmering loyalists” in the Puget Sound region – from transplants who love college sports, to families looking for moments of togetherness, to older alumni needing a reminder of the Montlake magic.

 “Our goal is to reach and ignite an even wider community of fans and to keep filling the stadiums with passion and excitement,” said Jen Orth, Creative Director at Hornall Anderson.

The campaign positions UW Athletics as more than a department or a collection of teams, but as an essential part of the Seattle Community – our community – by touching on shared experiences: Our Date Night, Our Reunion, Our Family Tree, Our Future Leaders.

(Digital ads for the UW Athletics Dept.)

“The initial public response for this campaign has been phenomenal based on the early numbers we’re seeing on social media,” said Carter Henderson, UW’s Associate Athletic Director. “We’re really excited about the work Hornall Anderson has created for us. It’s definitely getting us revved up for the season ahead!”

The Athletics Department has introduced the new television spot via a social media campaign that asks followers to share it with their #GameDayCrew to get them excited about the pending season. Launched late last week, the post of the TV news ad has   seen nearly 10,000 views on YouTube and is steadily growing.

Hornall Anderson was hired by the University of Washington to help them with their overall brand strategy and to develop a national creative campaign focused on continuing to raise the profile and stature of the University. The release of the UW Athletics campaign sets the stage for this broader University of Washington creative campaign that is set to launch sometime this fall. So stay tuned for much more goodness from UW.

Go Dawgs!

WRITTEN BY Christina Arbini

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