To celebrate the new 2015 Major League Soccer season, the Houston Dynamo have rolled out a new campaign paying homage to team’s history and celebrating a new era.
‘Forever Orange, Forever One’ highlights the team’s success during their first nine seasons in Houston and marks the start of a new era under new head coach Owen Coyle.
The fresh creative, led by a new ticket-drive focused TV spot, plays on the themes of diversity and unity.
The spot debuts on traditional local TV stations – both in both English and Spanish – and stretches across multiple platforms including radio, outdoor billboards, print executions and digital ads.
Furthermore, the campaign’s story will evolve as the season unfolds across the club’s own digital and social channels – including www.HoustonDynamo.com, Dynamo TV on YouTube and the club’s social media accounts on Facebook, Twitter and Instagram.
The work is largely focused on new manager Coyle’s high-energy personality and offensive playing style, while it also stars key players (such as captain Brad Davis and Erick “Cubo” Torres), plus a slew of new players for this season and fans themselves are also taking centre stage as the campaign rolls out through various points in the season.
‘We are proud of our history and excited about our future. This new marketing campaign reflects on both and tells the Dynamo story,’ says Dynamo president Chris Canetti.
‘The passion and unity of our fans has always been central to our brand and thematic to this campaign.’
The team brand and ticket-shifting campaign also dovetails with a new (adidas) kit launch promotion running under the same title.
This is a huge season for MLS and Houston joins the league itself (with i’20 & Counting’ and some big new sponsors (such as Audi’s ‘The Game’) in launching campaigns that reference the past but largely confidentially look to an expanding future.
The Houston Dynamo open the 2015 season on 7 March versus Columbus Crew SC (in a match presented by Visa in the BBVA Compass Stadium).
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