Desert Radiology
Project: Golden Knights Sponsorship Role: Campaign Development

Desert Radiology

Desert Radiology is a premier diagnostic imaging company founded more than 50 years ago and headquartered in the Las Vegas Medical District. They have a long-standing history of providing support for Southern Nevada’s athletic teams and giving back to the community.

We are DR!

Challenge

Desert Radiology was identified as the official imaging partner for Las Vegas’s first major league franchise, NHL’s Vegas Golden Knights. Desert Radiology tasked MassMedia with helping to maximize their partnership by announcing the affiliation to the community and featuring creative ads that would stand out among fellow partners and sponsors of the Vegas Golden Knights.

Strategy & Approach

MassMedia had to first understand the limitations and parameters around messaging and creative since we were working with a highly regulated brand. To ensure the design would resonate with the target audience, MassMedia researched the mediums that would be used to display the various creative assets. It was also important to review existing partners and sponsors of the Vegas Golden Knights to make sure that Desert Radiology’s creative was sure to stand out. The media relations team also leveraged the new partnership to distribute an announcement to internal teammates, industry partners and local media highlighting the imaging services being offered to the Vegas Golden Knights and tie it back to Desert Radiology’s commitment to the community. This was accomplished through teammate newsletters, in-facility signage, medical district email blasts, a website announcement and social posts.

Channels

  • Creative Development
  • Public Relations

Results

  • Increased community awareness of Desert Radiology’s affiliation with local professional sports teams
  • National exposure of local organization during Vegas Golden Knights Stanley Cup series
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