Weber Goes Beyond PR Skills for Big 12

DALLAS Interpublic Group’s Weber Shandwick shows its versatility in a multimedia campaign for the NCAA Phillips 66 Big 12 Women’s Basketball Championships.

The Dallas office of the public relations firm has created outdoor, transit, radio and print advertising for the tournament, which will be held for the first time at the Reunion Arena in Dallas March 11-15. The games were previously hosted in Kansas City, Mo.

The work features a woman’s eyes, with basketballs as pupils. The theme: “Keep your eye on the ball,” which was created by the shop’s visual communications group. “Instead of using Big 12 shots of people playing basketball, which I said doesn’t really work for outdoor, I said let’s give one central message,” said creative director Ken Maxwell. “It’s a repositioning of women’s basketball and it brings a sexiness to the look of [the game].”

Fox Sports and the Dallas Visitors Bureau created a 30-second television spot with Jeff Watts Productions of Arlington, Texas, for the event that began running Jan. 24. A radio campaign breaks Feb. 20. A print campaign broke in Big 12 university publications in November, and the transit element rolled out last month. Outdoor begins later this month.

Weber Shandwick is also handling public relations for the event and media duties.

Maxwell said the visual communications group, which has done similar projects in the past, would like to do more. “I think it’s something that we could look at doing in the future,” he said.