Best of CASE District IV Award
 

Institution: University of Texas at Tyler

Title of entry: UT Tyler - Athletics Brand Commercial

About this entry: UT Tyler set out to create a unique and exciting commercial spot to highlight the exciting changes to the university’s athletics branding. By combining time-lapse footage of the changing of the University's Gym center court floor mark, with exciting studio footage of the newly branded uniforms worn by UT Tyler’s premiere athletes, the commercial sets out to honor our game winning traditions, while highlighting and championing the new brand in an exciting and impactful manner. The use of time-lapse footage represents the changing of the “Old” UT Tyler Patriots with the “New Generation” of patriots. This “changing of the marks” represents the exciting new direction of UT Tyler. The footage of the premiere UT Tyler Patriots athletes wearing the newly branded apparel further solidifies our move to the “Future” of UT Tyler.

The video was premiered at UT Tyler’s Fall 2022 Convocation. This helped rally the UT Tyler community around the new brand and create excitement across the university. It was distributed throughout the region via social media advertisement and traditional broadcast spots. This strategy created large scale excitement for the UT Tyler athletics programs and new branding.

The strategy was highly impactful and successful. Combined digital views of the video across social media generated nearly 20,000 views in just a few weeks. The commercial was also shown to over 3,000 prospective students during on-campus preview days. By creating excitement around the new athletics branding, it creates pathways that connect our community in meaningful and impactful ways.