Tampa Bay Lightning: Be The Thunder

Category: Entertainment/Sporting Events
Brand/Client: Tampa Bay Lightning
Lead Agency: 22squared
Contributing Agency: Blackboard Creative

State of the brand's business

After a four-year decline in attendance, the Tampa Bay Lightning had spent the '10-'11 season making internal changes. Under a new owner, they recruited a superstar GM (Steve Yzerman) and coach (Guy Boucher), invested in the team, and put $40 million into stadium renovations.1 Our ad campaign began the second year of their two-year plan to turn the franchise around.

The plan's first year ended with post-season play and increased attendance, but the '11-'12 season needed to continue that momentum and translate to increased sales. If the Lightning could show business success regardless of team performance, the investments would prove to have long-term viability.