INTRODUCTION

The Las Vegas Highrollers is an organization built around entertainment and the bright lights, but still is known

for bringing the grit and edge of the great city of Las Vegas.

INTRODUCTION

TABLE OF CONTENTS

TABLE OF CONTENTS

ALPHA The BeginningTHE PROCESS Brand Development

OMEGA Real World Application

THE BEGINNINGALPHA

STRATEGYAND RESEARCHSWOT ANALYSIS

Major StrengthMore than 41 million people travel to Las

Vegas a year, new branding/renovated facility of the organization can be a tourist attraction.

Major WeaknessLas Vegas isn’t known for winter sports.

Marketing for Hockey can be challenging in such a desert area.

Major OpportunityAdds variation to city sports team. There is no

professional hockey in Las Vegas.

Major ThreatEven though the National Football League has

no intention on bringing a franchise to the great City of Las Vegas, both National Hockey League

and the National Basketball Association and even the Major League Soccer are interested in making the city the home of one of their teams.

Las Vegas OutlawsThe Las Vegas Outlaws are a semi-pro Arena Football League team situated in Las Vegas, Nevada.

University Nevada, Las Vegas AthleticsThe athletic teams representing the University of Nevada, Las Vegas (UNLV) are called the UNLV Rebels. The Rebels participate in Nation-al Collegiate Athletic Association (NCAA) Division I.

COMPETITIVE REVIEW

OTHER COMPETITORSNational Football League National Hockey LeagueNational Basketball Association Major League Soccer Major League Baseball

DIFFERENTIATION & NEEDWith a city full of sports competitors this city needs a sports brand that not only stands out but has the capability of ex-panding across the nation and all over the world.

Unlike what has occurred before, this organization will take advantage of the technology age that we currently live in and reach out to the community by way of social media and guerrilla marketing tactics on and off the strip.

DIFFERENTIATION & NEED VOICE & TONEPERSONA DEVELOPMENT (TARGET AUDIENCE)Name: Ernie DavisGeographical location: Clark County NevadaGender: MaleEducation Level: Bache-lors of Science, BiologyIncome: $45K yearOccupation: High School Biology TeacherFamily: 4 in household

NarrativeThe Las Vegas HighRollers are an American professional ice hockey team headquartered at the ©Highlight U Arena in Las Vegas, Nevada, which currently plays in the East Coast Hockey League (ECHL). Formally located in Belton, TX under an alternate name, owner Timothy J. Walker, Jr. moved the organization to Las Vegas after the city lost its ECHL team, the Wranglers.

COLOR SPECIFICATIONS

FONT - Helvet ica NeueHEAD SUBHEAD BODY COPYTEXTURE

THEMEAND STYLEDESIGN ELEMENTS

THE PROCESS

BRAND DEVELOPMENTTHE PROCESS

Inspiration

InspirationIn a city known for sin

your hockey team needs to provide that same

risky, provocative and rebellious spirit.

LOOK, FEEL & MOOD

THECITYmeetsTHEICE

LogoDevelopment

LogoDevelopment

BREAKDOWN, SELECTION and ANALYTICS

REAL WORLD APPLICATIONOMEGA

UPI UNIQUE

PROMOTIONAL

ITEMS

MEDIAMIX

MEDIAMIX

USAGE

FUTURE VISIONSThis team and this city will triple its revenue and permanently solidify itself as the “entertainment capital of the world.”

FUTURE VISIONSThis team and this city will triple its revenue and permanently solidify itself as the “entertainment capital of the world.”

• Championships• NewTraditions• GreaterReputation

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