MMS GS Tori Eurton
Summary
TLDRTori Orton, VP Creative at Zing Promotion Group, shares her journey in sports marketing, highlighting her diverse experience from equestrian to professional wrestling. She details the successful campaign for WrestleMania 24, which involved creative tactics like building wraps and airport greetings, resulting in record-breaking attendance and pay-per-view sales. Orton advises aspiring marketers to follow their passion, think outside the box, and gain hands-on experience to excel in the industry.
Takeaways
- 🏆 Tori Orton is the vice president of creative at Zing Promotion Group, with a diverse sports marketing background including equestrian, drag racing, IHL hockey, golf, and professional wrestling.
- 👨👧👦 Her initial exposure to sports marketing came from her father, a professional equestrian, and her brother, where she helped market their horse show operation and find sponsors.
- 🎨 Her first job in sports marketing was with an ad agency in Atlanta as an account executive for the Atlanta Knights, an IHL team and a farm team for Tampa Bay Lightning.
- 🔥 Zing Promotion Group is a full-service promotional marketing agency specializing in brand activation and consumer engagement through various strategies.
- 🏆 In 2008, Tori's agency was involved in promoting WrestleMania 24, a major WWE event, which she considers one of the top campaigns in her career.
- 📈 WrestleMania 24 was a record-breaking event with over 75,000 attendees at the Florida Citrus Bowl and over six million dollars in ticket sales.
- 🎨 The marketing campaign delivered over 16 million impressions and utilized various tactics including projection media, building wraps, and transportation branding.
- 🌆 A unique marketing approach was taken to welcome visitors to Orlando with a 180-foot logo and brand ambassadors in the airport, dressed in red boxing robes to promote the event.
- 🏨 A 'go home' strategy was implemented targeting tourists, involving 25 hotels with brand ambassadors, bag tags, and in-room promotions to extend the event's reach.
- 💡 Tori recommends following one's passion for success in sports marketing, as exemplified by Chris Russo, a well-known sports broadcaster.
- 🤔 She advises thinking outside the box for non-traditional sports marketing opportunities and encourages gaining experience through internships or volunteering to land a job in the field.
Q & A
Who is Tori Orton and what is her role at Zing Promotion Group?
-Tori Orton is the vice president of creative at Zing Promotion Group, a full-service promotional marketing agency specializing in brand activation and consumer engagement.
What is Tori Orton's background in sports marketing?
-Tori Orton has a sports marketing background that spans over 20 years and includes experience in equestrian, drag racing, IHL hockey, golf, and professional wrestling. She started her career in sports marketing with an ad agency in Atlanta as an account executive for the Atlanta Knights.
What is the significance of Zing Promotion Group's work with WrestleMania 24?
-Zing Promotion Group's work with WrestleMania 24 was significant as it was a huge success, breaking records with over 75,000 attendees at the Florida Citrus Bowl and achieving over six million dollars in ticket sales.
What was the budget for the promotional campaign of WrestleMania 24?
-The budget for the promotional campaign of WrestleMania 24 was about a quarter of a million dollars.
How did Zing Promotion Group create buzz for WrestleMania 24?
-Zing Promotion Group created buzz for WrestleMania 24 through various tactics such as projection media with larger-than-life images of wrestlers on building sides, complete building wraps, wrapped buses and trolleys, and a 180-foot logo on a field visible to arriving visitors.
What was the unique approach taken by Zing Promotion Group for the WrestleMania 24 airport arrival experience?
-Zing Promotion Group leased space near the airport with a large logo and had brand ambassadors in red boxing robes greet guests in the baggage claim area, infusing a boxing element into the wrestling event.
What was the 'go home' strategy implemented by Zing Promotion Group for WrestleMania 24?
-The 'go home' strategy involved partnering with 25 hotels to have brand ambassadors on site, providing bag tags, waterless tattoos for children, and encouraging visitors to tune in to the event from home since they wouldn't be there for the live event.
What are the three recommendations Tori Orton gives to students interested in a career in sports marketing?
-Tori Orton recommends following one's passion, thinking outside the box for non-traditional sports marketing opportunities, and gaining experience through internships or volunteering.
How did Tori Orton's father and brother influence her career in sports marketing?
-Tori Orton's father was a professional equestrian, and along with her brother, they spent her childhood marketing their horse show operation and finding sponsors, which influenced her career in sports marketing.
What is the definition of 'zing' in the context of Zing Promotion Group's work?
-In the context of Zing Promotion Group, 'zing' represents the passion and zest for all that they do, reflecting their commitment to igniting consumer engagement.
What was the result of Zing Promotion Group's work on WrestleMania 24 in terms of impressions?
-Zing Promotion Group's work on WrestleMania 24 delivered over 16 million impressions throughout the month of the campaign.
Outlines
🏆 Sports Marketing Success Story
Tori Orton, Vice President of Creative at Zing Promotion Group, shares her journey into sports marketing, which began with her family's equestrian background and evolved through various sports marketing roles. She highlights her first significant sports marketing job with an ad agency in Atlanta, working with the IHL's Atlanta Knights. Zing Promotion Group specializes in brand activation, focusing on consumer engagement through marketing partnerships, media promotions, and experiential events. Tori's crowning achievement was the successful promotion of WrestleMania 24, which broke records at the Florida Citrus Bowl with over 75,000 attendees and over six million dollars in ticket sales. The campaign delivered 16 million impressions and utilized innovative tactics such as building wraps, vehicle wraps, and brand ambassadors in airports to engage both local and tourist markets. The summary showcases the creative and strategic efforts behind a major sports entertainment event.
🎓 Career Advice in Sports Marketing
In the second paragraph, Tori provides career advice for aspiring sports marketers. She emphasizes the importance of following one's passion, citing the success of Chris Russo, a sports broadcaster who transitioned from a Poli Sci major to a top broadcaster by pursuing his love for sports. Tori also encourages thinking outside the box for non-traditional sports marketing opportunities, such as new media technologies, sports event marketing, and sponsorships. Her final recommendation is to gain hands-on experience through internships or volunteering to build a foundation for a successful career in sports marketing, whether in traditional or non-traditional sectors. The summary captures the essence of Tori's guidance for students looking to break into the sports marketing industry.
Mindmap
Keywords
💡Sports Marketing
💡Brand Activation
💡WrestleMania 24
💡Impressions
💡Projection Media
💡Building Wraps
💡Brand Ambassadors
💡Tourist Strategy
💡Elevator Wraps
💡In-Room Premiums
💡Wake-Up Calls
Highlights
Tori Orton, Vice President Creative at Zing Promotion Group, discusses her sports marketing background.
Orton's initial experience in sports marketing was with her family's equestrian business.
Her first professional job in sports marketing was with an ad agency as an account executive for the Atlanta Knights.
Zing is a full-service promotional marketing agency specializing in brand activation.
The agency's expertise includes marketing partnerships, media promotions, brand ambassadors, experiential events, and social media activation.
Orton was inducted into the Professional Wrestling Hall of Fame in January 2008 for her work on WrestleMania 24.
WrestleMania 24 broke records with over 75,000 attendees at the Florida Citrus Bowl and over six million dollars in ticket sales.
The campaign delivered over 16 million impressions throughout the month.
Innovative tactics included projection media with life-sized images of wrestlers on building sides.
Complete building wraps and transportation wraps were used to engage both local and tourist markets.
A unique on-approach arrival strategy was implemented for visitors to Orlando.
Brand ambassadors in red boxing robes greeted guests in the airport, integrating a boxing element into the wrestling event.
A 'go home' strategy was used, partnering with hotels to engage tourists who were leaving after the event.
In-room premiums and wake-up calls from WWE Superstars were part of the hotel partnership strategy.
Orton emphasizes the importance of following one's passion for success in sports marketing.
She advises thinking outside the box for non-traditional sports marketing opportunities.
Orton recommends gaining experience through internships or volunteering to break into the sports marketing industry.
Transcripts
[Music]
I'm Tori Orton vice president creative
zing promotion group my sports marketing
background is actually happenstance the
past 20 years in my marketing career
have been infused with sports from
equestrian drag racing iho hockey to
golf and professional wrestling my
father was a professional equestrian
along with my brother we spent many
years of my childhood marketing their
horse show operation and finding
sponsors for both my dad and my brother
but my first real job in sports
marketing was with an ad agency in
Atlanta and I was the account executive
for the Atlanta Knights which was the
IHL team in Atlanta which was a farm
team for Tampa Bay Lightning creative
scene is a full-service promotional
marketing agency we specialized on what
we call brand activation so we really
ignite consumer engagement with the
things that we do our expertise ranges
from marketing partnerships where we
align two brands together two media
promotions where we leverage media buys
and get further extension throughout the
country with media promotions - brand
ambassadors Street teams experiencial
events and social media activation zing
is the perfect word for our agency it is
the definition of the passion and zest
for all that we do January 2008 I was
inducted into the Professional Wrestling
Hall of Fame not really our agency was
engaged to help with WrestleMania 24
which is WWE Superbowl event that
happened to come to Orlando at the
Florida Citrus Bowl March 2008 our job
was to create buzz in the market as well
as support the pay-per-view so it was an
interesting mix because our client was
the pay-per-view client in a market
where there was a live event so we had
to work in tandem with what was
happening in the market for
live event to make sure that we didn't
compete with that message in the
marketplace we got the call in January
of 2008 the event was in March we had a
lot to do in a short period of time with
a budget of about a quarter of a million
dollars not a big budget not a small
budget but we had to make it go as far
as we could in that period of time but
I'll start with results WrestleMania 24
was a huge success it broke records it
broke records with the Florida Citrus
Bowl we had over almost over 75,000
people in the Citrus Bowl
it broke pay-per-view records as well as
ticket sales over six million dollars in
ticket sales so from a success
standpoint the event was successful our
work in particular delivered over 16
million impressions throughout the month
it was a really fun campaign to work on
I would actually put it as one of the
top in my career WWE as a entertainment
company was a wonderful client to work
with and some of the tactics that we put
in place range from projection media
where we had larger-than-life
professional wrestlers on sides of
buildings to actual complete building
wraps on the side of our local links
transportation building
we had buses wrapped we had trolleys
wrapped so that was really an
opportunity for us to touch the local
market as well as the tourist market we
created an on approach arrival for all
the visitors to Orlando
we actually leased space near the
airport where we had a 180 foot logo on
a field on approach we had pilots and
flight attendants actually welcoming
passengers to Orlando home of
WrestleMania 24 but we took it one step
further we had brand ambassadors
actually located in the airport in
baggage claim they were dressed in
red boxing robes because the title match
was Floyd man made whether who is a
boxing champion he's a lightweight
champion who was facing one of WWE stars
so we had infused that boxing element
which was a little unexpected for a
wrestling event into that so they
greeted all the guests we also had a
tourist strategy March is a huge
visitation time for Orlando so that we
knew we had to tap into the tourists
base that was here so we had what we
called a go home strategy where we
partnered with 25 hotels where we
actually had brand investors on site
putting bag tags on luggage waterless
tattoos on children sending them home
with a little piece of Wrestlemania
inviting them to tune in because they
weren't going to be here for the live
event so it was really a non-stop full
action marketing approach we partnered
with the partner hotels with elevator
wraps so that when you got on to the
elevator and the doors closed you were
greeted with in-your-face wrestlers to
in-room premiums to actual wake-up calls
from WWE Superstars so all in all it was
a huge success we turned it around very
quickly but it was all well worth it
because it was a great event client was
happy we were happy and we were able to
do some one-of-a-kind promotional work
three things that I would recommend to
students to have a career in sports
marketing would first and foremost be
follow your passion and success will
follow case in point is Chris Russo who
is a well-known sports broadcaster Chris
Russo had a show called Mike and the Mad
Dog not sure if you're familiar with
that mad dog was on WFAN in New York
City for many years after his stint with
WFAN he actually has his own show on XM
serious but the reason I tell that story
is Chris followed his passion in sports
Chris went to Rollins College here in
Winter Park Florida he was my husband's
roommate he was a Poli Sci major
but his passion for sports led him from
commentating sports games at Rollins
College to being one of the top sports
broadcasters in the country second would
be think outside the box for
non-traditional sports marketing
opportunities so look beyond sports
organizations and franchises the things
such as new media technologies sports
event marketing and execution -
sponsorship to selves so you may not
think of that from a marketing
perspective - perhaps working with a
sports camp Country Club or club team to
a sports competition destination not
unlike ESPN's whitewall of sports so
those are places for you to look beyond
the normal organizations or even news
media or publications so those would be
recommendations then I would have and
then lastly would be jump in jump in and
get experience whether that's interning
whether that's volunteering but really
you need that experience and once you
have that experience you will land a job
in sports whether it's non traditional
or traditional so I wish you best of
luck as you begin your journey
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