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FMBX News
Posted: Feb 24, 2011
Flourish sets off with NBA tour
Brand experience agency Flourish has been appointed to help activate NBA Basketball Week, a series of events and activity to raise awareness of the NBA in the UK. The project is the first that Flourish has delivered for the NBA, who appointed the agency after a competitive pitch.
The activity coincides with ‘NBA Games – London 2011’ - the first regular-season NBA games to ever be played in Europe which take place at The O2 on March 4th and 5th and feature back-to-back matches between the New Jersey Nets and the Toronto Raptors
To promote this historic occasion and to reach out to basketball fans across the country, Flourish has created a unique pop-up basketball court that will visit Newcastle, Manchester, Birmingham and London.
The hoop is mounted on a Mitsubishi L200 Animal pick-up and folds out on arrival at each destination to allow a range of games for the public and skills demonstrations from some of the UK’s top basketball players. The entire set up takes 5 minutes from putting on the handbrake to shooting the first hoop.
Each leg of the tour is free to attend and there will be music and entertainment at each location. As well as generating publicity for the Games, the activity is designed to raise awareness of basketball and encourage participation and take-up of the sport.
NBA Basketball Week tips off on February 25th in London & Sheffield, before visiting Newcastle, Manchester & Birmingham and culminating in a Fan Zone at Westfield London from March 2-6.
To launch the activity the pop-up court will visit London’s Potters Field so that the Mayor can shoot the first basket.
Flourish Creative Director Guy Tremlett said: “We’re delighted to be working with one of the world’s greatest sporting brands on such an exciting project. We’ve conceived, created and produced this activity in under four weeks and can’t wait to get on the road.”
