Relaunch of the iconic AstroTurf brand and the establishment of GSV as the most innovative company in the sports turf industry.

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CASE STUDY
ASSIGNMENT
French/West/Vaughan (FWV) worked closely with
GeneralSports Venue (GSV), exclusive U.S.
marketer of the new AstroTurf brand of synthetic
sports turf systems, on a re-branding campaign
designed to position AstroTurf as the leading
innovator in the synthetic turf industry and an iconic
American sports brand.
VALUE PROPOSITION
AstroTurf is the world’s most innovative turf brand
and is back to reclaim its reputation as the leader in
the industry it pioneered with proprietary advances
in technology and engineering no other synthetic
turf brand can deliver.
CHALLENGE
Gain attention and generate awareness within the
mainstream sports world and sports facilities
marketplace with a new brand identity across
multiple platforms, featuring a level of quality in
visual design and sponsored endorsements that
separates AstroTurf from its competition.
PROGRAM ELEMENTS
A fully integrated campaign including a new logo
and brand identity, advertising, media outreach and
public relations, E-marketing, special events and
sponsorship and spokesperson activation.
GAME CHANGER
FWV recommended and secured the endorsement
of legendary NFL quarterback Archie Manning to
serve as a brand ambassador for AstroTurf. Archie
Manning represents the AstroTurf brand at select
press events, in media interviews, and on the
AstroTurf Web site. The relationship led to the
installation of a state-of-the-art AstroTurf 3D surface
at Guidry Stadium on the campus of Nicholls State
University, home of the Manning Passing Academy.
The dedication of Manning Field Built by AstroTurf
was covered by the Associated Press and ESPN
the Magazine.
RESULTS
At the mid-year point for the Year One launch, print,
broadcast and online earned media coverage has
resulted in 410 million media impressions and an
estimated PR value of $1.9 million, a 5:1 return.
The paid advertising campaign, which included
value added components negotiated by FWV,
resulted in 346.4 million consumer impressions and
a 1.5:1 return.
Over 2007-08, GSV was the fastest-growing
synthetic turf company in the U.S.