The Kalamazoo Wings (K-Wings) is a professional hockey organization with longstanding ties to the Kalamazoo community. Affiliated with the NHL’s Vancouver Canucks, the K-Wings feature the NHL players of tomorrow and deliver an exciting professional sports experience in Kalamazoo. While the K-Wings organization has been known for its passionate fan base, ticket sales and brand perceptions were in need of a boost.
To that end, the K-Wings have substantially improved upon the fan experience in and around the stadium over the last several years, and they continue to deliver a high-quality, winning team on the ice. NK was tasked with making sure people knew about all that the K-Wings organization has to offer today.
Develop creative strategy, themes, select supporting assets and graphics toolkits for marketing communications campaigns in 2017, 2018 and 2019 that delivered on the following:
- Positively influence the community’s perception of the team by representing them as a professional, thrilling sports experience
- Build excitement around the upcoming season
- Encourage trial amongst the target audience – get new people into the stadium for the first time
Your Moment. Your K-Wings.
The “Your Moment. Your K-Wings” campaign concept engages fans through exciting, action-oriented messaging and visuals. A vibrant new twist on the K-Wings’ iconic red and blue color scheme draws the eye in, while heroic player treatments get fans excited and the bold type treatment drives the message home.
2019 Campaign Select Executions
- K-Wings Hero Graphic
- K-Wings Posters
- K-Wings Billboard
- K-Wings Facebook
- K-Wings Instagram
- :30, :15, and :06 versions
- :60, :30, and :15 versions
17% increase in YoY attendance
(2nd highest increase in the league) in 2017-18 (per attendance stats on echl.com, 4/18/18) – an average of 392 additional fans at every home game.
“Our home opener was the most highly attended since the Reagan Administration!”
– Toni Daniels, Business Operations Director, Kalamazoo Wings in 2017