Santa Barbara Showdown
Positioning A Tournament As A “LAXcation” In An Ocean of Competition
The tournament had been active for several years and was looking to grow via sponsorship and strategic alliances. They had a goal to garner press and utilize the newsletter and social media for communication. Set on the ocean of Santa Barbara, California, the destination tournament was to be named a “laxcation.”
Santa Barbara Showdown signed on with Callosum as an Agency of Record and utilized a brand build, baseline marketing plan, and Public Relations & Media services. SBS was positioned as a resort destination surrounding the tournament with outfitter resources.
The brand was elevated with a solid foundation of positioning to differentiate it in a saturated market. Callosum created a tiered sponsorship development structure, guidebook, and execution. A media packet was created and increased press exposure across California.