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In addition to serving as the home of this esteemed franchise, Dolphin Stadium is also home to the Florida Marlins (two-time World Series Champions), University of Miami Football and the FedEx Orange Bowl Championships. Dolphin Stadium has also hosted a myriad of renowned national and international events including the Rolling Stones, The Three Tenors and the Monster Truck Series. However, for all of it’s recognition and glory, Dolphin Stadium, having experienced several name changes over the years, was a brand in great need of a singular, strategic long-term identity and positioning. Dolphins Enterprises enlisted SME to raise the bar and elevate the brand by creating a powerful, iconic identity so that audiences would recognize this venue as the epitome of a world-class, South Florida entertainment experience. The poSiTioning expressing the gateway to the Dream The first solution: renaming the venue to Dolphin Stadium. Making the name singular was vital to establishing a brand identity for the venue that is separate from that of the team. The brand demanded a life of its own, with the ability to still bestow its unique characteristics and personality upon the properties that play there. Second solution: SME arrived at a brand identity that is sleek, iconic and timeless, pointing the organisation forward towards an amazingly bright future and supporting the new positioning - Gateway to the Dream. The brand represents pas- sage into games and events where this live experience is simply unparal- leled. And from this sentiment, SME executed a huge array of creative deliverables, expressing the new brand for all things Dolphin Stadium. The ToolS Building the Brand Armed with the new brand strategy, SME created all the tools crucial to launching a seamless brand communication program. At the heart of the creative expression was the sleek new identity that speaks to the culture, the excitement, and limitless future of Dolphin Stadium. The new stadium logo colours evolved from the classic Miami Dolphins palette - identifiable elements that capture the unmatched spirit of the region. Such a brand evolution must activate at the internal level, so a major engagement initiative was undertaken to effect cultural change within the company. The ambassadors of one’s brand starts with its people, and in this case, Dolphin Stadium folks passionately jumped on board. The ServiceS complete coverage SME employed a comprehensive, integrated approach, where every piece of communication, every employee, and every message exudes the personality of this exciting new brand. Services included: Integrated Communication Strategy Identity Package • Logo Program • Environmental Program • Signage and Banners • Partnership Brand System • Staff Uniforms • HD Brand Video Digital Asset Management System Website Design & Development Premium Seating Sales & Marketing Strategy Direct Mail Campaign HTML e-campaign Web-based Micro-Site Marketing Collateral The reSulTS Anywhere and everywhere You simply can’t convey the essence of a brand with sporadic execution. You must communicate this messaging at every touch- point imaginable. We immerse guests in the brand experience of Dolphin Stadium, from where they’re parking, to how they’re greeted, to the foodservice, to their seating process, after every show and after the game, win or lose. Wherever they turn, they are living the brand. We engage the guests, delivering the brand promise at every stage. And that is the ultimate achievement. The SiTuATion identifying a South Florida icon South Florida is home to one of the National Football League’s premier franchises – the Miami Dolphins – a brand ever associ- ated with perfection and the endless strive for excellence. WEBSITE PREMIUM SALES BROCHURE The chAllenge capturing the Florida experience and Beyond South Florida is the most visited place on the planet with 80 million tourists a year arriving from all corners of the globe.A diverse place strongly tied to the Latin American culture. A region teeming with passionate people looking for their next awe-inspiring experience – whether it is dancing, dining, clubbing, golf, fishing, sunbathing or swimming. The inherent challenge for this project was to capture the essence of the region while enhancing the world-class experi- ence for international audiences at the stadium. This charge was paramount to remaining competitive for fans and partners in a landscape of old and new venues continuing to reinvent themselves by providing more and more amenities to fans and partners than ever before. The 85,000 seat Dolphin Stadium is and will continue to be, a global sports and entertainment destination. And over the years it has become Super Bowl Central - site of five Super Bowls in the past twelve years. Additionally, Dolphin stadium has undergone a $300 million Club Level expansion. So how do you envelop all aspects of a brand that audiences can connect with on motivating levels, reflect this impressive new expansion, and still deliver the essence of South Florida? T �e C�u� L �vel BRAND ENGAGEMENT BOOK The gateway to the dream Contact: Fred Popp | SME Europe, No. 5, 32 Lovelace Gardens, Surbiton, Surrey, KT6 6SD UK | UK Tel: +44 (0)7588 663528 SERVICE BRANDING YEARS OF BUILDING BRANDS DOLPHIN STADIUM: BrAnDing A gloBAl DeSTinATion
