In 2018, Gallagher announced a partnership in Atlanta that not only presented a tremendous branding opportunity, but brought together people with like-minded values to impact the community.
Together, Gallagher, AMB Sports and Entertainment, the Atlanta Falcons, and Atlanta United FC are living their values – celebrating teamwork, collaboration, and giving back. Partnering with this organization whose home is a world-class, multi-purpose facility, Mercedes-Benz Stadium, presented lots of branding opportunities for Gallagher. At Brand33, we were tasked with bringing the Gallagher brand to life at the Mercedes-Benz Stadium through the Gallagher Suite Level and signage opportunities. We also continue to produce relevant digital assets throughout the stadium, as well meaningful digital content that showcases the impact the partnership is having on the Atlanta Community.
THE GALLAGHER SUITE LEVEL
To help activate this partnership, we aided in the development of the branded space, The Gallagher Suite Level, inside of Mercedes-Benz Stadium. This space helps to bring the Gallagher brand to life in a one-of-a-kind partnership space. Its installation was one of the first experiential brand opportunities showcasing the refreshed Gallagher brand.
IN-STADIUM SIGNAGE
A vital part of this partnership is the opportunity for Gallagher to advertise within Mercedes-Benz Stadium during Falcons games and United matches. Gallagher also has the unique ability to leverage advertising placements on both the interior and exterior of the Georgia World Congress Center, a convention space that is on the same Mercedes-Benz Stadium property. For these placements, we continue to create animated and static creative to bring the Gallagher brand message to the Atlanta community.
PARTNERSHIP GUIDELINES
An important part of partnership strategy is defining a guide around how best to promote the partnership through messaging and creative. This need led to the creation of a Partnership Brand Guide that helps maintain strategic and visual partnership consistency for all Gallagher and AMBSE creative.
COMMUNITY CONNECTIONS VIDEO SERIES
We continue to produce regular content around this partnership with the Gallagher team. One of the most significant projects is the Community Connections Video Series, in which a former Atlanta Falcons player is paired with a community hero from the Atlanta area. These videos work to honor those who dedicate themselves to the betterment of the community and live out the Gallagher values.
