Marketing Campaign of the Year Nominee

Prudential Center

“Our House Rules”

After its opening on October 25, 2007, Prudential Center, in Newark, NJ spent seven years without an identity. It hosted the top music acts in the world and some of the biggest professional and collegiate events in sports, but in a crowded marketplace it struggled to be anything more than a state-of-the-art venue.

That changed in late 2013 when new ownership made a commitment to employees, the New Jersey community and, most importantly, fans that things would be different. They promised to create new ways to engage New Jersey’s 7.8 million people, work with the state’s 21 Fortune 500 companies and help revitalize the Garden State’s largest city. They committed to changing the way fans experience sports and entertainment.

Over the course of six months in 2014, Prudential Center worked to discover its unique personality and in October launched its first-ever brand campaign – “Our House Rules.” The platform put Prudential Center’s stake in the ground as New Jersey’s home for sports and entertainment and let fans know that their experience at the arena would be personal, world-class and different than anywhere else.

“Our House Rules” launched with the New Jersey Devils’ 2014 home opener and a feature in the New York Times. The campaign will personally touch each of the more than two million visitors to the building annually and hundreds of thousands more through social media and web interaction. More importantly, “Our House Rules” acts as the guiding values that Prudential Center employees live each day.

Video http://www.prucenter.com/video/prudential-center-sizzle-10102014.php