TAMPA, Fla. (February 20, 2012) – By the end of 2012, nearly $120 million will have been invested to improve local sports facilities including the Tampa Bay Times Forum and the University of South Florida Athletic District. The Tampa Bay Sports Commission is spreading the word that these venues are “new now” in a targeted, multi-media advertising campaign to event organizers across the country.
Titled “Experience New Now,” the national campaign details the massive renovations and venue improvements made at local sports facilities, while promoting the Tampa Bay area as a premiere destination for amateur sports events.
The campaign was created by Tampa-based branding and marketing agency Schifino Lee. It kicked off with a redesign of the Tampa Bay Sports Commission logo into something that demonstrates the fun and energy of the destination itself, while also communicating the positive economic impact sporting events have on the Tampa Bay area. The logo is accompanied by the brand promise of “Gameday. Every Day.” Schifino Lee then launched phase one of the campaign focusing on the Tampa Bay Times Forum, creating a new website (www.TampaBayisNewNow.com), print advertisement and innovative 3-dimensional direct mail piece to highlight how the forum is “New Now.”
The second phase, to begin in late spring in conjunction with the reopening of the USF Sun Dome, will feature the new venues and renovations at University of South Florida. The third phase will highlight several other local sports facilities and roll out in the latter half of 2012.
“This campaign not only refreshes the Sports Commission’s image, it also reminds people locally and nationally about Tampa Bay’s variety of sporting venues,” said Paola Schifino, principal of Schifino Lee. “Throughout this campaign we will promote the venues as fan-friendly and newly-renovated through dynamic advertising, digital media and direct mail.”
The Tampa Bay area is already a popular destination for national amateur sporting events, hosting such events as the NCAA’s Frozen Four tournament at the Tampa Bay Times Forum this coming April, the first time the national hockey championships have ever been held in the Southeast. The Sports Commission is aiming to grow the area’s status as an attraction by bringing in more events including NCAA tournaments, high school championships, and youth and amateur events.
In 2011, the Tampa Bay Sports Commission brought 114 sporting events to the area that filled approximately 109,000 hotel room nights, and with the launch of the “Experience New Now” campaign, that number is expected to rise to 120,000 in 2012. “Tampa Bay sports venues have a significant economic impact on the Tampa Bay area,” said Paola Schifino, principal of Schifino Lee. “The key is to get the attention of event organizers, share our story with them, and hopefully draw even more visitors to the area in the near future.”
For more information, please visit www.TampaBayisNewNow.com.
About Schifino Lee:
Founded in 1993 by Paola Schifino and Ben Lee, Tampa-based Schifino Lee Advertising & Branding works across a number of industries, including manufacturing, automotive, technology, entertainment, and financial. Its clients include such leading organizations as WellCare Health Plans, Gerdau, Johns Hopkins, AM 820 News, and Vigo-Alessi Foods. Information is available at www.SchifinoLee.com.