RAFTERS
PREMIUM AMENITY CAMPAIGN & BRANDING AT BOSTON'S TD GARDEN ARENA
A whole new level of entertainment, Rafters is a high energy, communal membership-based party deck located on the top floor of the TD Garden arena. Fans and concert-goers have a birds-eye view of the action on the court, stage or ice. Cantilever designed seats, boxed in by glass, provides an additional row of seating to Level 9 where fans enjoy one of the most unique vantage points in the arena. As the home of the most championship banners in the country, Rafters at TD Garden is a place where members can “Hang With Champions.” The TD Garden turned to Chameleon DG to create a brand identity and marketing campaign for this truly unique level.
We chose to treat each letter in the Rafters logo as its own individual banner that hangs from a main beam much like the iconic championship banners that adorn the Garden rafters.
CHANNELS
Radio, Regional Broadcast, In-Arena, In-Game, Social, Digital Advertising
CLIENT
TD Garden
LOCATION
Boston, MA
INDUSTRY
Sports & Entertainment
SERVICES
Brand Identity
Creative Direction
Creative Concepting & Execution
Copywriting
Social Media Creative
Creative Assets
Dynamic Presentations
Video Production - Motion Graphics, Animation, Editing, Music & Audio Engineering
Graphic Design
TAGLINE SLOGAN
Chameleon DG likes to conceive and integrate elements that have dual meanings whenever possible. When building the brand platform and slogan, “Come Hang With Champions” is an example of that philosophy. Reflective of not only the members close proximity to the historic hanging championship banners, but where friends can also “hang” and enjoy events together on this communal style party deck level.
COME HANG WITH CHAMPIONS
RAFTERS LAUNCH CAMPAIGN
The initial launch campaign for Rafters utilized multiple segmented versions for the Boston Celtics, Boston Bruins, and the TD Garden sales teams with a supporting sales deck. Media channels used throughout the campaign included regional cable broadcast, digital advertising, regional radio spots, out-of-home billboard / environmental signage, and in/around arena advertising placement.
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