The Milwaukee Bucks Want to Rally City Around the Team After Record-Breaking Ticket Sales

In 2014, the organization launched “Own the Future,” an aspirational campaign with the goal of reconnecting with fans and giving them hope for a promising team in the coming years. The latest effort, “Built to Stay,” which was created by agency Laughlin Constable, is the next chapter and reiterates that while the team hasn’t reached all of its goals just yet, the organization is working hard to do just that.

“The aspirational goals we promised with our ‘Own the Future’ campaign over the past four years now feel more tangible—we have a team that is led by a genuine global superstar in Giannis Antetokounmpo, we’ve made the NBA playoffs in three of the past four seasons, and we’re moving into a brand new world-class arena, Fiserv Forum. But we weren’t just building for one moment; we’re here to stay,” said Dustin Godsey, CMO, Milwaukee Bucks.

Until the season starts, the team will rely on TV, out of home and radio to spread its message. Once the season is underway, the Bucks will rely more on digital and use a more personalized and targeted approach to reach specific audiences “with creative that speaks to their behaviors and tells the story of our season in real time,” Godsey said. The organization is looking to speak not only to loyal fans, but to reach out to those who haven’t gotten behind the team yet and figure out what those barriers to entry might be for them.

“What we learned was that there is a tremendous amount of excitement for this season to begin— people love watching [Antetokounmpo], they’re intrigued by what our new coach will bring, and they can’t wait to experience a game night in the new arena,” Godsey said. “But to truly invest their time and energy, they want to know that the organization isn’t just focused on making a big splash but is here for the long haul. That is the essence of what we want to convey with ‘Built to Stay.’ These are exciting times for Milwaukee, but this is just the beginning.”