June 2017, Mission, Kan. – Creative and media agency Walz Tetrick Advertising (WTA) was honored with the first-ever Campaign of the Year award at the 2017 KC Media Mix Awards. The show salutes advertising buyers, planners and sellers. The winning work was “Forever Royal,” a creative and media campaign created in partnership with the Kansas City Royals.
“We are fortunate to work with the talented Royals marketing team. They not only allow great work, they create it with us,” said Blair Overesch, media director, WTA. “Fan engagement is top priority and we wanted fans to know how important they are. The campaign goal was to tap into that emotion and get fans involved.”
“Forever Royal” extended the excitement of the 2015 World Series Championship with a multi-channel campaign, which kicked off with a spectacular outdoor billboard to drive preseason anticipation. Inspired by catcher Salvador Perez’s tradition of dousing key players with a bucket of Gatorade® following each Royals win, the billboard featured the World Series MVP drenching the city with a gigantic, 3-dimensional orange cooler filled with Gatorade and ice. The preseason campaign was enhanced with a TV spot reliving the World Series win and parade celebration, along with social media efforts and an Instagram photo contest encouraging fans to submit their “Salvy Splash” selfies taken at the billboard location.
Once the regular season kicked in, “Forever Royal” TV, radio, outdoor and digital were impossible to ignore, thanks to placement in high-quality programming. The TV spots allowed fans to get to know Perez, Alex Gordon, Lorenzo Cain, Eric Hosmer and other Royals players through humorous situations.
“In every respect, the ‘Forever Royal’ campaign was an unparalleled success,” said Michael Bucek, vice president of marketing and business development, Kansas City Royals. “Fans, players, media and sponsors all rallied around the theme. Our integrated campaign was highly visible and impressively efficient, resulting in viral organic reach with exponential earned value. We’re proud of the work we do with Walz Tetrick, and are grateful to KC Media Mix for recognizing it.”
Blair Overesch and Melba Morris lead the WTA media team. The firm has been recognized twice as Media Mix Agency of the Year and team members have received numerous individual awards for excellence.