The 450,000-square-foot sports complex in Springfield, VA is the first of its kind in the region and in the country. The St. James offers an everything-under-one-roof model on a 20-acre plot of wide open space in Northern Virginia. This world class sports venue includes a FIFA regulation-sized turf field, two NHL regulation-sized ice rinks, an Olympic regulation-sized pool, a three-story health club, basketball courts, golf range, workout facility and a climbing wall. The lifestyle and entertainment options include an indoor water park, a spa, restaurant, and retail offering.
Our goal for this engagement was to command attention for The St. James, cut through the competitive clutter, energize members and attract new customers and families. Over its first year in business, The St. James developed their seasonal campaigns in-house. Our solution led with campaign headlines that evoked a sense of confidence and boldness, had a sense of humor and were memorable. Our scope included a seasonal proprietary visual language that reflects The St. James brand.