St. John's Athletics' 'Times Square Takeover' campaign from the 2012-13 men's basketball season claimed a national Gold Medal award from NACMA.
June 20, 2013
PHOTO GALLERY: STJ's Award-Winning Times Square Takeover
QUEENS, N.Y. -
The National Association of Collegiate Marketing Administrators (NACMA) recently announced its award winners for the 2012-13 academic year and St. John's University Athletics claimed one of the top spots.
The St. John's Department of Athletics received the Gold Medal in the category of Best Display Ad for this past basketball season's "Times Square Takeover" advertising campaign. The initiative was administered by Assistant Director of Athletics for Marketing & Ticketing Kevin Quinn with design by Creative Director/Associate Director of Athletic Communications Mekale Jackson, and received a little boost from American entertainment icon Ryan Seacrest on this past New Year's Eve.
"Such an impressive display in the heart of Times Square is fitting for a program with the basketball tradition and heritage of St. John's," said head coach Steve Lavin of the campaign. "The Johnnies have always been New York's team, and most would agree, basketball played in `the Mecca' is as good as it gets. Our intent is to continue building a program that all New Yorkers can be proud of."
"Congratulations to our Sports Marketing and Athletic Communications departments. To be recognized for the creativity and innovation those areas exhibit is an honor that we are all proud of," said Director of Athletics Chris Monasch.
The centerpiece of the campaign featured St. John's Basketball messaging on a 25-story, 15,000-square foot LED display located at the American Eagle Outfitter's retail location at 46th St. and Broadway in the heart of Times Square, just 13 blocks north of the Red Storm's home court at Madison Square Garden. The advertising targeted high-traffic dates such as Thanksgiving weekend, the week of Christmas and New Year's Eve, and was shown at various intervals throughout the day, garnering as many as 1.5 million views per day. One of the highlights of the campaign occurred on New Year's Eve, when the signage was shown before a national audience on Dick Clark's New Year's Rockin' Eve with Ryan Seacrest 2013 on ABC.
"We're very proud to receive national recognition from NACMA for our Times Square advertising campaign," said Quinn. "Any time that you can get brand visibility on the national scale, it creates great exposure for St. John's and excitement around our Athletics Program."
The Red Storm received awards in other categories at last week's annual convention of the National Association of Collegiate Director's of Athletics (NACDA) in Orlando, Fla., including a College Sports Information Directors of America (CoSIDA) award for Best Fall Poster Design (men's soccer) and Best Media Guide Cover (women's soccer).
Initiated in 2003, the NACMA Best of Awards program honors outstanding achievement in sports marketing and promotions. Awards are presented in 13 categories, with each category divided into three groups based upon school size and conference affiliations to promote fairness. An association record of more than 1,200 awards entries were received for the 2012-13 academic year.