Impressive winning streaks and
awesome offense aside, one question persisted throughout the 2004 football
season whenever Boise State based in the national limelight: “Aren’t you the
school with the blue football field?”
No doubt, Boise State’s historic football success and its signature blue
turf made a significant impression on thousands of longtime and newfound
fans. But there’s more to the story.
On the heels of football’s perfect regular season, the university’s Office
of Communications and Marketing launched an image campaign title “Beyond the
Blue” that promotes the institution off the field of play. A 30-second
television spot made its debut during the Liberty Bowl. The game had a 4.56
rating, meaning that it was seen in more than 4 million homes as the
second-highest rated bowl game on ESPN.
“Beyond the Blue” is a regional and national awareness building campaign
aimed at demonstrating the many attributes – told in colors – associated
with Boise State. The campaign was created by PaceCrawford+Partners in
Boise, the marketing communications agency that created the Bronco football
DVD and “The New U” student recruitment brochure.
The polychromatic theme behind “Beyond the Blue” is based on five initial
concepts, each of which forms the basis for individual marketing messages
and creative execution – Red Carpet, Gray Matter, Gold Standard, Green Light
and Orange Juice.
The newfound attention has raised the profile of the university and helped
people discover there is more to cheer about than touchdowns. Newcomers are
learning about Boise State’s dynamic academics, research programs, economic
impact and campus life. Just by looking beyond the blue.
"Beyond the Blue 2" our
current TV Spot
(Quicktime)
'Beyond the Blue' 30 Second Spot
(Quicktime)
'Beyond the Blue' 30 Second Spot
(Windows Media)
'Beyond the Blue' 30 Second Spot
(Real Audio)
|
