The University of Miami Hurricanes are part of the Coastal Division of the NCAA Atlantic Coast Conference and field 17 varsity sports, headlined by the five-time National Championship winning Hurricanes Football team. UM’s Department of Intercollegiate Athletics is dedicated to developing and supporting its more than 400 student-athletes in their efforts to achieve personal, academic and athletic excellence.
CHALLENGE
The Miami Hurricanes’ string of National Championships in the ‘80’s and ‘90’s, and an endless roster of elite student-athletes and coaches, raised fan expectations to impossibly high levels. The objective was to maintain attendance and ticket sales during an era of diminished performance.
STRATEGY
While The Canes were not the dominant force they had been in prior years, they still had an unmistakable swagger. We embraced it with a powerful anthem, “It’s All About The U”, and a multi-media campaign featuring dramatic imagery and bold graphics. We executed the campaign on television, radio, outdoor, print and online, and applied it to every UM sport. We even created an interactive website, beacane.com, where fans could picture themselves as a Miami Hurricane.
RESULTS
• Stopped a steady decline in season-ticket sales.
• Increased individual game-ticket sales.
• Generated thousands of visits to beacane.com and downloads of “It’s All About The U” music track.
