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NIL Partnership Fuels ’Cuse Tourism Collab

Name, image and likeness (NIL) deals have changed the game in college sports – and in marketing. We recently stepped onto the court with Visit Syracuse and Orange United to create a social media campaign fueled by student-athletes. 

This project brought together Syracuse University men’s basketball stars Elijah Moore; Eddie Lampkin, Jr.; and JJ Starling for a unique collaboration that blends Orange pride with some of the city’s most iconic landmarks. 

Pulling off this campaign required some strategic teamwork. We worked closely with Visit Syracuse, Orange United and Syracuse University to navigate the many logistical challenges, including balancing shoots at nine locations with their practices, classes and games. NIL campaigns come with a playbook of regulations and we made sure every move followed the rules. Since the campaign is exclusive to social media, all footage had to be shot in a Reel-friendly vertical format.

The campaign brought the student-athletes to three standout attractions, celebrating everything that makes Syracuse a great place to be … and visit. The roster developed in collaboration with Visit Syracuse took us to Tipperary Hill, Soundgarden, Salt City Market, the Landmark Theatre and several other hotspots we were proud to showcase.

Stay tuned as Elijah, Eddie, and JJ share these clips on their own social media accounts, amplifying the reach through their personal platforms in collaboration with Visit Syracuse accounts in the coming weeks.