Sports & Recreation
Best Marketing Campaign for a Local Sports Organization
Published: July 30, 2014
Orlando City Soccer Club’s #paintthecitypurple
With the Citrus Bowl undergoing renovation, and the professional soccer stadium that will eventually be home to Orlando’s soon-to-be MLS team still in its planning phase, Orlando City Soccer has had to play their 2014 season at the ESPN Wide World of Sports Complex in Lake Buena Vista – quite a haul from downtown and in a location that’s nowhere near as visible in Orlando proper. But the club didn’t let their fan base forget that they’re still Orlando’s hometown team. When they were ready to reveal their new logo this spring, they embarked on a high-profile mural campaign, called #paintthecitypurple, in which they hired local street artists to create colorful murals from downtown to Colonialtown. Many of those murals still adorn the buildings they were painted on, and they’ve brought a nice splash of color to some bland streetscapes – not to mention a very visible reminder that Orlando loves its soccer club.