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Aquarius is a sponsorship agency that helps our many Fortune 500 partners attract and retain customers by developing the most potent sports and entertainment experiences. We are privileged to have earned the trust of several of the most respected brands in financial services, insurance, healthcare, retail and consumer packaged goods, entertainment, and charitable organizations. Aquarius maintains strong relationships with top executives within the NFL, NBA, MLB and NHL and their member clubs, as well as within the NCAA and NASCAR.


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Discover. Develop. Deliver. Measure. On-the-ground execution and certifiable results are the ultimate factors determining shrewd return on investment and tangible success. Here are just a few of the more recent defining moments that occurred between our various partner brands and their respective target audiences – examples that continue to prove that the most valuable experiences are the ones that place the recipients’ interest first.

Target Grocery

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Assignment

• Develop a NASCAR at-track activation platform designed to generate awareness for Target’s new fresh grocery displays and Target-owned grocery brands amongst NASCAR fans and campers

Approach

• Produced and managed an invitation-only 1,000+ person Target Tailgate hospitality event for corporate executives and select race fans, which included celebrity appearances, driver Q&A sessions, VIP concert access and complimentary Target grocery food and beverage

• Captured the attention of race fans through the creation of an “Only Target Can Do That!” activation platform which included tactics such as Taste Wagons, Taste of Target Shuttles and Campground Makeovers, generating brand hysteria and educating guests on Target grocery and Target-owned brands

• Developed a communication strategy to leverage partner communication channels to ensure campground guests were aware of all the Taste of Target activations leading up to and during race weekends

Results

• Same store sales saw an increase year-over-year

• Awareness of Target Grocery more than doubled

• Purchase intent of Target Grocery more than tripled

• 160,000 samples, educational coupons and menu cards were distributed, and over 3,500 unique “Surprise and Delight” experiences were provided to guests

AAA 400

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Assignment

• Develop a high-end corporate hospitality program at the AAA 400 at Dover International Speedway to allow AAA Mid-Atlantic executives to host key stakeholders and business partners

Approach

• Implemented an upscale, invitation-only hospitality weekend which featured customized save-the-dates and invitations, a private check-in kiosk at the four-star host hotel, welcome gift bags, a hospitality suite, garage tours hosted by race team representatives, and photo opportunities at the AAA Victory Lane with the famed Monster Mile Trophy and winning race driver

• Attendees watched the AAA 400 from an exclusive Skybox Suite, which offered premium food and beverage options as well as raffles throughout the afternoon providing guests with the chance to win autographed race merchandise

Results

• The memorable weekend allowed AAA Mid-Atlantic to leverage its motorsports assets to build relationships with stakeholders and business partners in a unique setting

Target Cartwheel

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Assignment

• Develop an at-track activation platform for Target at Homestead Miami Speedway that generates awareness of Target’s new Cartwheel mobile application and increases the total number of Cartwheel application downloads

Approach

• Utilized Brand Ambassadors to engage with race guests throughout the Homestead Miami Speedway track footprint further fostering the connection between NASCAR fans and Target

• Created brand hysteria by utilizing the Target Shopping Race Karts to capture the attention of race guests around the track

• Sourced and distributed a variety of Cartwheel and Target branded premium items to race guests who downloaded the Cartwheel by Target mobile application and engaged with Brand Ambassadors, extending the touch point beyond the race weekend

• Incorporated the Target Race Team drivers Juan Pablo Montoya, Kyle Larson and members of the Pit Crew to surprise and delight guests across the campgrounds with autographs and photo opportunities

• Developed a communication strategy using existing partner relationships to ensure race guests were aware of the Connect to Cartwheel activation throughout the weekend

Results

• Saw a 58% increase in Cartwheel mobile application downloads during the 2-day activation period

Sun Products All and Snuggle

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Assignment

• Leverage Sun Products’ sponsorship of Chip Ganassi Racing to generate brand awareness and increase purchase consideration for the company’s all® and Snuggle® laundry products amongst NASCAR fans

Approach

• Created a distinctive experiential platform that leveraged the product attributes of all® and Snuggle® and provided a unique benefit to campers through the development of a “Laundry Pit Stop” which offered free, on-site laundry service to over 32,000 race guests who camped at Charlotte Motor Speedway throughout the back-to-back race weekends covering the Sprint NASCAR All-Star Race and the Coca Cola 600

• As an enhancement to the “Laundry Pit Stop” a fan engagement area was created for further brand exposure, allowing race guests to engage with the all® and Snuggle® brands through product sample distribution, chance-to-win interactive laundry-themed games, a professional emcee hosting driver appearances, and a Guinness World Record stunt attempt

Results

• Exceeding the goal by 55%, 1,011 loads of laundry were completed by the “Laundry Pit Crew” team of Brand Ambassadors throughout the nine-day activation

• 27,000,000+ media impressions were generated due to a wide range of exposure based on the unique activation concept

• 80% of consumers utilizing the free laundry service responded that they were very likely to purchase all® and Snuggle® products in the future

Banana Boat

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Assignment

• Generate awareness and drive purchase intent for Banana Boat’s Broad Spectrum Sunscreen by educating guests on the “7 conditions” in which Banana Boat’s Broad Spectrum Sunscreen is designed to stay on (Sand, Heat, Ocean Water, Pool Water, Wind, Sweat, Sun)

Approach

•  Created four (4) Banana Boat “Has You Covered” shade stations designed to deliver a synergistic brand message, educate guests, create a memorable experience and provide product samples

•  Developed engagement opportunities while integrating sampling designed to create awareness of Banana Boat’s Broad Spectrum Sunscreen and educate fans on the Banana Boat product attributes

• Drove sales and traffic to retail stores through the distribution of a coupon

Results

• 151,000 total sunscreen samples and 126,000 coupons were distributed to race guests throughout the multi-event program

• An increase in sales of over 50% was seen for Broad Spectrum Sunscreen within the activation cities

AAA
Mid-Atlantic

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Assignment

• Increase awareness of the “peace of mind” AAA’s products and services deliver among traveling athletes through the organization’s sponsorship of the Philadelphia Flyers

Approach

• Enlisted Flyers star forward Scott Hartnell as a AAA Brand Ambassador to personify the partnership and the “traveling athlete” messaging platform

• Created special events at youth hockey ice rinks in the Philadelphia area by combining an appearance by Hartnell with AAA roadside assistance technicians and event staff

•  While Hartnell, clad in a co-branded AAA/Flyers jersey, skated, posed for photographs and provided the young players with a pep talk, technicians engaged with parents, provided free battery checks, and event staff distributed AAA/Flyers co-branded premium items

Results

• This unique approach allowed AAA to directly engage over 500 families in a memorable way which caught the attention of NBC Philadelphia and Comcast SportsNet to further maximize awareness of AAA’s services.

• Social media also increased the impact of the special events, as the Flyers’ postings generated over 1,500 likes on Facebook and Instagram, and Hartnell tweeted about his involvement with AAA to his 200,000+ Twitter followers.

"Every strike brings me closer to the next home run"

Babe Ruth

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