Dallas Cowboys Founder’s Suite Promotion

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Global

Agency: Spire Agency
Associate Creative Director: Jason James
Location: United States
Project Type: Produced
Client: Airbus Helicopters
Product Launch Location: United States
Packaging Contents: Promotional piece that included Ray-Ban Aviator sunglasses
Packaging Substrate / Materials: Neenah box wrap paper, cardboard, die-cut plastic
Printing Process: Foil stamping, embossing, digital printing, die-cut

Objective:
The goal of the item was to drive awareness of the Airbus Helicopters brand among the 1% of the 1% of Dallas families in the region. The item was created in a way that would provide immediate and lasting value to the recipient while firmly establishing Airbus Helicopters as the ultimate in luxury. In addition, the item was designed as something the recipient would keep in their suite, delivering the brand all season long to the suite owner and their guests.

Actions Taken:
We worked with Airbus to design a custom, high-end promotional item specifically targeting Founders Suite owners at AT&T Stadium. In addition to raising brand awareness, the item was developed to promote the chance to win a complimentary flight to the game. This promotion was used by the sales team to identify potential buyers.

Work Created:
To engage with this ultrarich high-end audience, we created a promotional box that was delivered to each suite on opening day. The custom-designed box was made from soft-touch materials. When the recipient opened the box, an illustrated pop-up of an Airbus helicopter at AT&T Stadium was revealed, along with the headline, “Your landing pad is reserved.” A drawer built into the box would then be opened to reveal a pair of classic Ray-Ban Aviator sunglasses enclosed in a leather case. Printed inside the drawer was a foil-stamped card inviting the suite owner to enter for a chance to win a complimentary helicopter ride to a future game. Suite owners who entered the promotion were identified as interested in helicopter travel, helping the sales team narrow in on potential leads.

What’s Unique?
Elaborate, multilayered printed piece that includes a hand-constructed pop-up helicopter and a drawer with promotional items.