MMS GS Tori Eurton

Summary

Tori 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.