rEvolution, the Chicago-based integrated sports marketing and media services agency, was awarded the 2007 Diamond Award for Best Practices in Marketing for its “Times of Greatness Campaign,” executed on behalf of Roadway Express, a brand extension of Yellow Roadway Worldwide, the Kansas-based, business-to-business logistics company. The award-winning mobile museum tour featured a customized 53-ft. double-expandable trailer museum telling for the first time the innovative story of Negro Leagues Baseball® (NLB), including artifacts such as jerseys, photos and other baseball memorabilia, on loan from the NLB Museum in Kansas City, MO. The NLB mobile museum tour traveled to 75 Major League Baseball® stadiums between 2005-2007, while playing host to exclusive VIP events for Roadway Express customers, as well as museum viewings for the public.
“Based on our experience in motorsports and event management, we custom-designed a mobile marketing program for Roadway Express and partnered with Major League Baseball teams to deliver an impactful business-to-business and multi-cultural marketing initiative,” said Rowady. “Not only did the program succeed as a unique experience for Roadway Express to target logistics decision makers, it also served as a historic showcase for baseball fans throughout America to learn about the many roles the Negro Leagues played in influencing modern day baseball.”
As a result of the “Times of Greatness” program, Roadway Express has been able to solidify relationships with more than 20,000 of their customers and prospective customers. Many incremental shipping and logistics agreements were forged directly at “Times of Greatness” tour stops, as well as after the events. With public viewing hours at most stops, both Roadway Express and the NLB achieved substantial increases in public awareness as thousands of fans in baseball cities across the United States toured the museum.
rEvolution’s “Times of Greatness” campaign, along with over 60 agencies from more than 20 countries that produced winning campaigns, was honored Thursday night, January 31, at Global Marketer’s Diamond Awards ceremony in New York. For a complete list of winning brands and agencies, visit Global Markter's website.
“This year’s total number of entries was a tremendous increase over last year’s and included some of the most creative and sophisticated campaigns I’ve ever seen,” said Amie Smith Hughes, awards chairman and managing editor of The Global Marketer, an Internet publisher of marketing case studies. “rEvolution’s entry truly was outstanding because it was judged by an impartial jury against the best work from dozens of agencies worldwide.”
About the Diamond Awards
Now in their second year, the Diamond Awards are produced by the editors of The Global Marketer, an Internet publisher of marketing case studies. Participation in the Diamond Awards is by invitation-only. Entries were organized by marketing discipline and product category and then judged by a panel of 17 client, agency and media executives from seven different countries. Among those serving on the 2007 Diamond Awards judging panel were representatives from Nickelodeon, eBay, PayPal, CNN, Yahoo!, In-Store Marketing Institute, Unilever, and Echo Designlab USA.
rEvolution is an independent and fully-integrated sports marketing and media services agency. Chicago-based with an international vision and reputation, rEvolution joins forces with its clients in creating and implementing innovative business-building marketing programs through sport. rEvolution's integrated services environment includes: sponsorship, media buying and planning, promotion, event management, hospitality, mobile marketing, software solutions, research and measurement. rEvolution’s team of industry experts specialize in action/youth sports, collegiate sports, international sports, lifestyle sports, motorsports, and professional sports. More information about rEvolution and the unique experiences created and executed for corporations is available at rEvolution's website.