Rather than trading up for a new agency, the Saskatchewan Roughriders have retained the Phoenix Group after a three-month agency review that included a shortlist of shops from Calgary, Vancouver and Saskatoon.
Darren Mitchell, vice-president of strategic development for the Phoenix Group, said the Regina-based agency has been affiliated with the Roughriders for the past 25 years and been its agency of record since 1997.
“We wanted to see what other agencies had to offer, that’s why we opened the bidding up to the whole country,” said Steve Mazurak, vice-president of marketing and sales in a news release. “We wanted to make sure we were choosing the best agency for this organization.”
“This is the first time we’ve had to defend [the account], and we are very very relieved,” said Mitchell, adding that the team had put all its professional services contracts out to tender.
Mitchell said the Roughriders have a “significant” annual marketing budget and advertise across Canada, particularly in Toronto, Calgary, Edmonton and Winnipeg where there is a healthy expat base of fans.
Over the years the marketing has evolved from focussing on ticket sales to sponsorship and merchandise. “Over 50% of the CFL’s merchandise sales come from the Riders,” said Mitchell. The target demographic has also changed from males, 18-29, to families with kids.
The Roughriders will also be heavily involved with the Grey Cup in 2013 with Regina the host city for the championship game.
“It shouldn’t be difficult to fill our stadium in a Grey Cup year, but we don’t want to take anything for granted,” said Mitchell.
