silver
We engaged people with the unique connection between the fastest-growing sport, Pickleball, and the fastest-growing city, Seattle through a high-touch experiential program: "Serving from the Northwest Corner.” This initiative encouraged engagement, built interest, and deepened understanding of both, showcasing their little-known relationship.
Many travelers recognize Seattle for its rain, coffee, and the Space Needle, but there's so much more to discover. To boost visitation, we aimed to deepen people's understanding of the city's rich story, beyond its iconic sights.
Similarly, while Pickleball is widely known, few realize it originated in Seattle. With our core audience, the Advenculturists, being 177% more likely to play Pickleball monthly, we saw a unique opportunity to celebrate this connection. By highlighting Pickleball's Seattle roots, we invited people to fall in love with both the sport and the vibrant city that birthed it.
Instead of just talking about pickleball's connection to Seattle, we put the sport and the city in people's hands: Serving them from the Northwest Corner. We earned over 15 million impressions from branded courts and free lessons nationwide, sponsorship activations at PPA tournaments, strategically placed OOH, and video across the PPA Network. Influencers like The Brooklyn Aces and The Blue Man Group participated organically. We sold out courts in NYC with waitlists 5x their capacity. In short, we expanded fandom and interest for both Seattle and this unique sport.
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