President, Field Day
Field Day Inc., the agency of record for Maple Leaf Sports & Entertainment Ltd. has been recognized by the Mobius Advertising Awards in the Specialty Advertising category for the second year in a row.
The first place title in this year's competition was awarded to Field Day for the 2001-2002 Toronto Raptors Season Ticket package. The agency won in the same category last year for the Maple Leafs' 2000-01 Season Ticket Package.
The U.S.-based Mobius Advertising Awards is the world standard for excellence in advertising, receiving entries from 35 countries.
"It's a real accomplishment to gain international recognition for the work we do," says Andrew Arntfield, creative director and president of Field Day. "This year's Raptors season ticket package is a great example of our philosophy of making an emotional connection with, and bringing added value to our clients' customers."
The centrepiece of the Toronto Raptors 2001-02 Season Ticket Package is a perforated ticket book with a series of photos that illustrate a day in the life of the team, from early-morning stadium preparation to post-game interviews. The photos are also featured in "Backcourt Pass," a 32-page insert included with the package, which gives season seat holders a lasting memento, even after detaching tickets for admission to the games. Also included are schedule cards and ticket wallets.
The package allows season seat holders to take a stride inside a day in the life of the Raptors. The front of the package is designed to look like the Raptors locker room doors and pulls open to reveal the cover of "Backcourt Pass" which features the locker room interior.
Alon Marcovici, director of marketing media, Maple Leaf Sports & Entertainment Ltd. says, "We had a very positive response to the 'Behind the Scenes' approach to this year's Raptors ticket package. Since our fans enjoy the Air Canada Centre experience each game out, we thought the best way to show our appreciation to them was to make our customers feel they are part of the Raptors family by using the camera lens to give them the proverbial backstage pass. Field Day's excellent photographic and design vision made it easy to connect with Raptors fans and make a lasting impression."
One of the key elements in the package was the original photography by Field Day. The photos capture a unique perspective of the preparation for a home game, as well as the game experience. Additional images were provided by Ron Turenne, Toronto Raptors/NBA photos and NBA photos.
Maple Leaf Sports & Entertainment Ltd. is Canada's most successful sports and entertainment empire. The privately held company owns the Toronto Maple Leafs hockey club, the Toronto Raptors basketball club, Air Canada Centre and two new team-focused television channels, Raptors NBA TV and Leafs TV.
Field Day Inc. is a full service agency providing strategic, creative solutions for print, radio, television and new media.