NEW YORK – January 24, 2017 – OUTFRONT Media Inc. (NYSE: OUT), one of the largest out-of-home media companies in North America, announced today its partnership with the Atlanta Football Host Committee (AFHC) to develop and design the organization’s “I’m In” campaign tied to Atlanta winning the bid to host the 2018 College Football Playoff National Championship.
OUTFRONT Media’s in-house full-service creative boutique, OUTFRONT Studios, partnered with AFHC to conceptualize, create, and develop the “I’m In” out-of-home (OOH) campaign, aiming to build awareness for Atlanta being named host city for next year’s event, one of the largest in sports. AFHC is the first host committee to advertise for the College Football Playoff National Championship game — which will take place on Jan. 8, 2018 at the new Mercedes-Benz Stadium — for a full calendar year.
“We are excited to work with the AFHC on a campaign that has deep ties to Atlanta and its people,” said Eddy Herty, OUTFRONT Media’s National Creative Director, who also leads OUTFRONT Studios. “We pride ourselves on the ability to deliver impactful and engaging work for our clients, and our team had a lot of fun working with the AFHC on the ‘I’m In’ concept and creative. We believe it will resonate with both Atlanta residents and college football fans across the nation; there are 128 schools competing to reach the final game in Atlanta, and our efforts will help promote this championship every day until it takes place.”
The “I’m In” creative was revealed today at an AFHC press conference across from the iconic Centennial Olympic Park, highlighted by the uncovering of an OUTFRONT billboard with the message: “Are You In?”. Speakers at the event included Atlanta Mayor Kasim Reed and Dan Corso, President of the Atlanta Sports Council.
Through this campaign, OUTFRONT Studios collaborated with AFHC to achieve the goal of uniting the Atlanta community, thanking everyone who was a part in making the city the game’s host, and preparing for the flood of attention leading up to the game next January. Additional creative will highlight Atlanta icons like Zac Brown, as well as local teachers, students, and business leaders.
“Sporting events of this caliber are once-in-a-lifetime opportunities to be a part of, and we’re honored Atlanta was chosen to host next year’s game,” Dan Corso, President of the Atlanta Sports Council, of the AFHC, said. “Our goal for the ‘I’m In’ program was to create a sustainable campaign that could attract national attention all year long, but also tie into our local roots. The creative highlights how everyone came together – both well-known Atlanta stars and those playing pivotal behind-the-scenes roles – all to make the 2018 College Football Playoff National Championship the best experience yet.”
With each of the final four College Football Playoff teams vying to reach the Championship game in Atlanta, the “I’m In” creative tagline plays on both the competitive nature of college football, as well as the duty of the greater Atlanta region to host the prominent game. Hosted in Tampa, the 2017 College Football Playoff National Championship saw Clemson defeat Alabama. For more information on the upcoming game, please visit: www.atlchampgame.com.
The OUTFRONT Studios in-house creative boutique — the first-of-its-kind within the OOH space — is focused on bringing the best in original creative and outdoor advertising to brands that want to make a statement.
# # #