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The Professional Squash Association (PSA) is the global governing body responsible for the administration of both men’s and women’s professional squash around the world. It has 200 events for 900 players anually.

TRANSFORMING ELITE SPORTING PROWESS INTO SUPERHERO POWERS

PSA extended their existing relationship with Marmalade to assist with a campaign for the World Tour "Supers" event in Chicagos historic Union Station. The PSA was looking for an approach that would stand out from historical event marketing, and appeal to new audiences that were unfamiliar with the sport of squash and the elite players.

OUTCOMES

CHALLENGE

PSA felt that their event marketing was somewhat predicatble and needed to stand out more if it was going to appeal to new audiences. Squash is not a well-known sport in America and new audiences do not know the rules or the players. The sport also has a relatively small but loyal fan base with many super fans who love to know details about their favorite elite players. With a beautiful and historic location in Chicago for the event, PSA wanted to drive passion for the sport and interest for those that were unfamiliar.

1.6MM+

Targeted impressions from Facebook, AdRoll and Google media with a very modest budget.

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Countries Where The Abbott CX Excellence Playbook Will Be Distributed

Employees Receiving A CX Excellence Maturity Survey For The First Time.

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SOLUTION

Marmalade came-up with a superhero campaign that took defining abilities of key players and transformed them into comic book hero superpowers. The creative also featured comic book illustrations of the players. The strategy was to cut through traditional sport even marketing, get super fans excited about their favorite elite players and connect new audiences to the sport. The campaign showed the general public how dynamic the game of squash is and how incredibly athletic and skilled the players really are.

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We started the World Championship initiative by designing an event logo. It incorporated the PSA log, captured the movement of the squash ball and featured two stars for a connection to Chicago and reminder that the even is about crowning both female and male squash stars.

We created 8 heroes in all and the artwork was used for:

  • Event advertising at Chicago Union Station

  • Print media at squash events

  • Digital media

  • Social Media Assets

  • Event marketing signage at Chicago Union Station

  • Event wayfinding signage

  • Postcards

  • Tickets

REALIZING WHAT MATTERS

  • One-to-one customer and employee research can shape competitive differentiation positioning.
     

  • Customer Experience transformation is about maturity steps. You have to walk before you can run. Don't plan for the future race without planning your next step.

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