HOLLYWOOD, FL: Dolphin Enterprises, the umbrella company for the Miami Dolphins football team and Dolphin Stadium in Miami, has hired O'Connell & Goldberg as its first AOR.
The agency, which has already begun work on the account, will be handling promotions for the team and communications around a $250 million renovation of the stadium, which is set to host the Super Bowl in 2007.
"Promoting the upgrades and enhancement of the stadium is going to be a very important part of what we do," said Barbara Goldberg, partner of the Hollywood, FL-based firm.
Focus-group research showed that fans disliked watching the games from the nosebleed section. This discovery led Dolphin Enterprises to focus efforts on boosting the appeal of the upper deck, said Goldberg.
The agency is helping organize live entertainment before and after the games, as well as shaded upper-deck "polar zones" that offer relief from the South Florida heat with cool towels and apparel, and "polar patrols"- people who mist fans with water at their seats.
Also, to encourage season-ticket sales, anyone who buys four or more season tickets in the upper deck will have the tickets delivered by a Dolphins cheerleader.
In February, Dolphin Enterprises named George Torres its new senior director of corporate communications and development. He joined the organization after 20 years at The Miami Herald and El Nuevo Herald, where he worked as the marketing and community affairs director.