Seahawks Village

Virginia Mason Franciscan Health and the Seattle Seahawks were founding partners of the PGA Champion’s Tour “Boeing Classic". The tournament struggled with attendance, media coverage, and overall interest.

Utilizing the fandom behind the Seahawks, the creation of Seahawks Village was implemented to attract new fans and provide family-friendly activities. Activations ranged from putt-putt, a large Polaroid frame, player appearances, a 40-yard dash, flag making station, and a silent disco.

To promote the new experience, a multi-channel media buy was executed as well as deploying grassroots influencers, which delivered $2M in paid and earned media.