YEARS O F B U I L D I N G B R A N D S

Faced with declining ticket sales, wavering fan interest and unsatisfactory team performance, Palace Sports and Entertainment partnered with SME to help revitalize their premier sports brand property – the Detroit Pistons.

Through an in-depth study involving team officials, fans, partners and the media, SME developed a long-term brand strategy focusing on a return to the core values of their most successful period in history – The Bad Boys Era. That team was hard working, tough and passionate and won two NBA Championships. Those values have again become the foundation of the Detroit Pistons brand. They are operationalised throughout the enterprise and inspired the Hard Work, Every Night brand communications platform.

Consumer Insights Strategy & Tactics Communications Platform Engagement Print, Outdoor, Television and Radio Advertising Campaign

Increased franchise value 102% from $236M – $488M

56% increase in attendance

Sold out since 2005

Won the NBA Championship in 2004

Six consecutive Eastern Conference Finals

Sponsorship Sales Increased 200%

“It has been a remarkable turnaround here, and SME gets all the credit in the world for getting us on the right bus.”

Tom Wilson, CEO, Palace Sports and Entertainment

EVERY NIGHTRe-discovering ‘Brand DNA’

HARD WORK

Contact: Fred Popp | SME Europe, No. 5, 32 Lovelace Gardens, Surbiton, Surrey, KT6 6SD UK | UK Tel: +44 (0)7588 663528