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MLS All-Star Week 2019

MLS
City Takeover Activation
Orlando, FL

Services Provided:

3D Installation
Custom Fabrication
Environmental Activation
Event Activation
Giveaways
Location Scouting
Permitting
Public Art
Public Relations
Street-Level Media

Services Provided:

3D Installation
Custom Fabrication
Environmental Activation
Event Activation
Giveaways
Location Scouting
Permitting
Public Art
Public Relations
Street-Level Media

Our task

Major League Soccer challenged us to canvas The City Beautiful with outside-the-box promotion tactics prior to All-Star game festivities in 2019. We were encouraged to design legacy pieces—unexpected executions that would energize and excite fans.

Taking advantage of Orlando’s compact downtown footprint, we activated a diverse visual takeover that stretched the boundaries of experiential marketing in a city and region overflowing with it.

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Smooth sailing

Orlando’s sparkling urban park is home to Lake Eola and the Linton E. Allen Memorial Fountain—both beloved city icons, although the lake itself rarely supports watercraft larger than a paddleboat.

Our campaign’s most unexpected elements set sail here as the focus of an MLS media event the weekend before the All-Star Game. League and city dignitaries joined Atlético Madrid legend, Diego Forlan, aboard the vessels as they raced around the fountain in the first ever Lake Eola regatta. The spectacle stopped park-goers in their tracks, inspiring a wave of social media chatter and sailboat-inspired artwork.

We designed and managed the production of custom full-sized graphic sails for both boats and hired a professional sailing crew to operate them. Our field marketing team was also responsible for on-site operational efforts, including security, content capture, event footprint and media check-in.

Smooth sailing

Orlando’s sparkling urban park is home to Lake Eola and the Linton E. Allen Memorial Fountain—both beloved city icons, although the lake itself rarely supports watercraft larger than a paddleboat.

Our campaign’s most unexpected elements set sail here as the focus of an MLS media event the weekend before the All-Star Game. League and city dignitaries joined Atlético Madrid legend, Diego Forlan, aboard the vessels as they raced around the fountain in the first ever Lake Eola regatta. The spectacle stopped park-goers in their tracks, inspiring a wave of social media chatter and sailboat-inspired artwork.

We designed and managed the production of custom full-sized graphic sails for both boats and hired a professional sailing crew to operate them. Our field marketing team was also responsible for on-site operational efforts, including security, content capture, event footprint and media check-in.

Smooth sailing

Orlando’s sparkling urban park is home to Lake Eola and the Linton E. Allen Memorial Fountain—both beloved city icons, although the lake itself rarely supports watercraft larger than a paddleboat.

Our campaign’s most unexpected elements set sail here as the focus of an MLS media event the weekend before the All-Star Game. League and city dignitaries joined Atlético Madrid legend, Diego Forlan, aboard the vessels as they raced around the fountain in the first ever Lake Eola regatta. The spectacle stopped park-goers in their tracks, inspiring a wave of social media chatter and sailboat-inspired artwork.

We designed and managed the production of custom full-sized graphic sails for both boats and hired a professional sailing crew to operate them. Our field marketing team was also responsible for on-site operational efforts, including security, content capture, event footprint and media check-in.

Smooth sailing

Orlando’s sparkling urban park is home to Lake Eola and the Linton E. Allen Memorial Fountain—both beloved city icons, although the lake itself rarely supports watercraft larger than a paddleboat.

Our campaign’s most unexpected elements set sail here as the focus of an MLS media event the weekend before the All-Star Game. League and city dignitaries joined Atlético Madrid legend, Diego Forlan, aboard the vessels as they raced around the fountain in the first ever Lake Eola regatta. The spectacle stopped park-goers in their tracks, inspiring a wave of social media chatter and sailboat-inspired artwork.

We designed and managed the production of custom full-sized graphic sails for both boats and hired a professional sailing crew to operate them. Our field marketing team was also responsible for on-site operational efforts, including security, content capture, event footprint and media check-in.

Smooth sailing

Orlando’s sparkling urban park is home to Lake Eola and the Linton E. Allen Memorial Fountain—both beloved city icons, although the lake itself rarely supports watercraft larger than a paddleboat.

Our campaign’s most unexpected elements set sail here as the focus of an MLS media event the weekend before the All-Star Game. League and city dignitaries joined Atlético Madrid legend, Diego Forlan, aboard the vessels as they raced around the fountain in the first ever Lake Eola regatta. The spectacle stopped park-goers in their tracks, inspiring a wave of social media chatter and sailboat-inspired artwork.

We designed and managed the production of custom full-sized graphic sails for both boats and hired a professional sailing crew to operate them. Our field marketing team was also responsible for on-site operational efforts, including security, content capture, event footprint and media check-in.

Smooth sailing

Orlando’s sparkling urban park is home to Lake Eola and the Linton E. Allen Memorial Fountain—both beloved city icons, although the lake itself rarely supports watercraft larger than a paddleboat.

Our campaign’s most unexpected elements set sail here as the focus of an MLS media event the weekend before the All-Star Game. League and city dignitaries joined Atlético Madrid legend, Diego Forlan, aboard the vessels as they raced around the fountain in the first ever Lake Eola regatta. The spectacle stopped park-goers in their tracks, inspiring a wave of social media chatter and sailboat-inspired artwork.

We designed and managed the production of custom full-sized graphic sails for both boats and hired a professional sailing crew to operate them. Our field marketing team was also responsible for on-site operational efforts, including security, content capture, event footprint and media check-in.

Smooth sailing

Orlando’s sparkling urban park is home to Lake Eola and the Linton E. Allen Memorial Fountain—both beloved city icons, although the lake itself rarely supports watercraft larger than a paddleboat.

Our campaign’s most unexpected elements set sail here as the focus of an MLS media event the weekend before the All-Star Game. League and city dignitaries joined Atlético Madrid legend, Diego Forlan, aboard the vessels as they raced around the fountain in the first ever Lake Eola regatta. The spectacle stopped park-goers in their tracks, inspiring a wave of social media chatter and sailboat-inspired artwork.

We designed and managed the production of custom full-sized graphic sails for both boats and hired a professional sailing crew to operate them. Our field marketing team was also responsible for on-site operational efforts, including security, content capture, event footprint and media check-in.

Smooth sailing

Orlando’s sparkling urban park is home to Lake Eola and the Linton E. Allen Memorial Fountain—both beloved city icons, although the lake itself rarely supports watercraft larger than a paddleboat.

Our campaign’s most unexpected elements set sail here as the focus of an MLS media event the weekend before the All-Star Game. League and city dignitaries joined Atlético Madrid legend, Diego Forlan, aboard the vessels as they raced around the fountain in the first ever Lake Eola regatta. The spectacle stopped park-goers in their tracks, inspiring a wave of social media chatter and sailboat-inspired artwork.

We designed and managed the production of custom full-sized graphic sails for both boats and hired a professional sailing crew to operate them. Our field marketing team was also responsible for on-site operational efforts, including security, content capture, event footprint and media check-in.

Paper and glue

We took an artistic route on dry land, partnering with accomplished collage artist and Florida-based soccer superfan, Derek Gores, to design and install a larger-than-life collage mural across the street from Exploria Stadium.

The piece towered over fans headed to or from the stadium all summer—melding elements of soccer fandom, the game’s host city and the sport itself.

Paper and glue

We took an artistic route on dry land, partnering with accomplished collage artist and Florida-based soccer superfan, Derek Gores, to design and install a larger-than-life collage mural across the street from Exploria Stadium.

The piece towered over fans headed to or from the stadium all summer—melding elements of soccer fandom, the game’s host city and the sport itself.

Paper and glue

We took an artistic route on dry land, partnering with accomplished collage artist and Florida-based soccer superfan, Derek Gores, to design and install a larger-than-life collage mural across the street from Exploria Stadium.

The piece towered over fans headed to or from the stadium all summer—melding elements of soccer fandom, the game’s host city and the sport itself.

Paper and glue

We took an artistic route on dry land, partnering with accomplished collage artist and Florida-based soccer superfan, Derek Gores, to design and install a larger-than-life collage mural across the street from Exploria Stadium.

The piece towered over fans headed to or from the stadium all summer—melding elements of soccer fandom, the game’s host city and the sport itself.

Paper and glue

We took an artistic route on dry land, partnering with accomplished collage artist and Florida-based soccer superfan, Derek Gores, to design and install a larger-than-life collage mural across the street from Exploria Stadium.

The piece towered over fans headed to or from the stadium all summer—melding elements of soccer fandom, the game’s host city and the sport itself.

Paper and glue

We took an artistic route on dry land, partnering with accomplished collage artist and Florida-based soccer superfan, Derek Gores, to design and install a larger-than-life collage mural across the street from Exploria Stadium.

The piece towered over fans headed to or from the stadium all summer—melding elements of soccer fandom, the game’s host city and the sport itself.

Paper and glue

We took an artistic route on dry land, partnering with accomplished collage artist and Florida-based soccer superfan, Derek Gores, to design and install a larger-than-life collage mural across the street from Exploria Stadium.

The piece towered over fans headed to or from the stadium all summer—melding elements of soccer fandom, the game’s host city and the sport itself.

Paper and glue

We took an artistic route on dry land, partnering with accomplished collage artist and Florida-based soccer superfan, Derek Gores, to design and install a larger-than-life collage mural across the street from Exploria Stadium.

The piece towered over fans headed to or from the stadium all summer—melding elements of soccer fandom, the game’s host city and the sport itself.

Light it up

A third MLS-packed sightline could be enjoyed from historic Church Street in downtown Orlando, where we designed and managed the installation of LED lettering on both sides of the iconic Church St. Bridge. Chalk art was also laid on streets and sidewalks where the MLS hosted All-Star Weekend fan events.

Light it up

A third MLS-packed sightline could be enjoyed from historic Church Street in downtown Orlando, where we designed and managed the installation of LED lettering on both sides of the iconic Church St. Bridge. Chalk art was also laid on streets and sidewalks where the MLS hosted All-Star Weekend fan events.

Light it up

A third MLS-packed sightline could be enjoyed from historic Church Street in downtown Orlando, where we designed and managed the installation of LED lettering on both sides of the iconic Church St. Bridge. Chalk art was also laid on streets and sidewalks where the MLS hosted All-Star Weekend fan events.

Light it up

A third MLS-packed sightline could be enjoyed from historic Church Street in downtown Orlando, where we designed and managed the installation of LED lettering on both sides of the iconic Church St. Bridge. Chalk art was also laid on streets and sidewalks where the MLS hosted All-Star Weekend fan events.

Light it up

A third MLS-packed sightline could be enjoyed from historic Church Street in downtown Orlando, where we designed and managed the installation of LED lettering on both sides of the iconic Church St. Bridge. Chalk art was also laid on streets and sidewalks where the MLS hosted All-Star Weekend fan events.

Light it up

A third MLS-packed sightline could be enjoyed from historic Church Street in downtown Orlando, where we designed and managed the installation of LED lettering on both sides of the iconic Church St. Bridge. Chalk art was also laid on streets and sidewalks where the MLS hosted All-Star Weekend fan events.

Light it up

A third MLS-packed sightline could be enjoyed from historic Church Street in downtown Orlando, where we designed and managed the installation of LED lettering on both sides of the iconic Church St. Bridge. Chalk art was also laid on streets and sidewalks where the MLS hosted All-Star Weekend fan events.

Light it up

A third MLS-packed sightline could be enjoyed from historic Church Street in downtown Orlando, where we designed and managed the installation of LED lettering on both sides of the iconic Church St. Bridge. Chalk art was also laid on streets and sidewalks where the MLS hosted All-Star Weekend fan events.

Posters and coasters

To meet consumers where they socialize, we designed and distributed promotional bar kits to popular nightlife sectors in and around downtown Orlando. These included posters, coasters, buttons, staff t-shirts, custom dartboards, flag lines, and giant-sized bar puzzles.

Posters and coasters

To meet consumers where they socialize, we designed and distributed promotional bar kits to popular nightlife sectors in and around downtown Orlando. These included posters, coasters, buttons, staff t-shirts, custom dartboards, flag lines, and giant-sized bar puzzles.

Posters and coasters

To meet consumers where they socialize, we designed and distributed promotional bar kits to popular nightlife sectors in and around downtown Orlando. These included posters, coasters, buttons, staff t-shirts, custom dartboards, flag lines, and giant-sized bar puzzles.

Posters and coasters

To meet consumers where they socialize, we designed and distributed promotional bar kits to popular nightlife sectors in and around downtown Orlando. These included posters, coasters, buttons, staff t-shirts, custom dartboards, flag lines, and giant-sized bar puzzles.

Posters and coasters

To meet consumers where they socialize, we designed and distributed promotional bar kits to popular nightlife sectors in and around downtown Orlando. These included posters, coasters, buttons, staff t-shirts, custom dartboards, flag lines, and giant-sized bar puzzles.

Posters and coasters

To meet consumers where they socialize, we designed and distributed promotional bar kits to popular nightlife sectors in and around downtown Orlando. These included posters, coasters, buttons, staff t-shirts, custom dartboards, flag lines, and giant-sized bar puzzles.

Posters and coasters

To meet consumers where they socialize, we designed and distributed promotional bar kits to popular nightlife sectors in and around downtown Orlando. These included posters, coasters, buttons, staff t-shirts, custom dartboards, flag lines, and giant-sized bar puzzles.

Posters and coasters

To meet consumers where they socialize, we designed and distributed promotional bar kits to popular nightlife sectors in and around downtown Orlando. These included posters, coasters, buttons, staff t-shirts, custom dartboards, flag lines, and giant-sized bar puzzles.

The impact

The Lake Eola regatta event was well-attended by local and soccer-focused media outlets.

Over a two-day span, the league hosted an array of social media influencers, musicians, and athletes for trips around the lake—setting the stage for the match and capping a city-wide takeover that had been in place for most of the summer.

By the numbers:

1st ever Lake Eola regatta

445sq.ft custom boat sails

864sq.ft collage mural

3,000+ bar kit items distributed

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