Jubilee Auditoria

Core Branding

Challenge

The Jubilee Auditoria and William Joseph have worked together since 2002. Our relationship with the venue has been built on a true partnership – one fostered by our passion and commitment to building the profile of the Jubilee Auditoria as premier venues in Alberta. From strategic planning to direct mail campaigns, William Joseph is the agency of choice for the venue.

In 2005, both the Northern and Southern Jubilee Auditoria were slated for a refurbishment, and William Joseph was engaged as the marketing agency for the launch of the twin venues. For the first time ever, both venues would share elements of a unified brand, but yet still have their own identity. Being involved with the planning teams and interior designers on the project allowed William Joseph the opportunity to ensure that the brand of the venues was consistent with the experience of the patrons. William Joseph took inspiration from the materials used in the facility, from the seat fabric and carpet colours, to inspire the new brand. The launch of both the venues and the new brand was a success. From websites and e-newsletters to onsite contesting, uniform design and product development, William Joseph successfully branded the venues internally and externally.

In 2008, a formal agency search was conducted to act on behalf of the Jubilee Auditoria of Alberta. William Joseph was awarded the account once again because of our experience in venue marketing, experience with product, and overall passion for the venue. Where the brand was once the venue, it morphed to more the experience. The focus moved from images of the buildings to words you would hear on the stage.

The Jubilee Auditoria's goals were twofold: to continue building the profile of the Jubilees as a “memorable experience” and to find different ways to engage with their patrons and build awareness of what the Jubilees have to offer.

William Joseph Thinking

In 2008, William Joseph conducted a strategic review of the Jubilee Auditoria's marketing plan. Research was conducted across the province and key stakeholders were interviewed in order to uncover key insights into the brand and the opportunities from a brand-marketing perspective.

From these insights, a new branding approach was developed. The sophisticated black platform of the previous brand was moved to a dynamic, engaging red backdrop. The new tagline, It's all at the Jube, was also introduced to make the venue feel more accessible and relevant to all patrons.

Results

The new branding was reflected in venue signage, ads and additional support collateral. The next challenge was to introduce the new brand experience to Jube patrons online.

The first step was an update to the Jubilee Auditoria website. The website was completely redesigned to incorporate the new creative approach, improve functionality and provide users with a much more engaging online experience. New applications were also introduced, such as a program calendar. The Northern and Southern Jubilee Auditoria were united onto one online platform – a first for the venues.

William Joseph continues to work with the Jubilee Auditoria on an ongoing basis to deliver contests, email promotions, website changes and maintain the integrity of the brand.