Need: Develop the team’s first-ever imaging campaign

Approach: Facing an increasingly competitive marketplace, the Denver Broncos sought to effectively capture the essence of their standing as the first and most beloved franchise in the Rocky Mountain region. “Broncos Country” was thus born, speaking to
the special place that the Broncos have within the hearts of their
fans everywhere. Rather than reinventing the wheel, Broncos Country merely corrals a prevailing attitude that was already in existence. It is a campaign flexible enough for unlimited applications, while also capable of extending into many future seasons.

Result: The campaign’s launch was immediately impactful, as it was woven into almost all elements of the team’s marketing efforts; from advertising to corporate marketing activation to game presentation. Further, the grassroots aspects of the campaign have enabled Broncos fans everywhere to participate at multiple levels in a
viral fashion.

Award-Winning Campaign: The “Broncos Country” campaign was recently recognized for excellence by the prestigious 2006 National Sports Forum ADchievement Awards – which honor the most outstanding achievements in sports marketing, branding and advertising. The “Broncos Country” campaign received the Honorable Mention award in the outdoor category – a significant recognition for a sports team’s first comprehensive branding campaign. The awards are organized by the National Sports Forum, the largest annual gathering of sports marketing, sales, promotions and event entertainment executives representing teams and leagues (i.e. NFL, MLB, NBA, NHL, NCAA, minor leagues, racing, etc.) in North America.