Climate Pledge Arena: A New Venue for a Green Era

Challenge

Climate Pledge Arena, located at Seattle Center, is the complete redevelopment of an historic landmark, originally built for the 1962 Seattle World's Fair. It is an industry first, including being the first net-zero-certified arena in the world. It's home to the NHL’s Seattle Kraken, WNBA's Seattle Storm, and the world's biggest performers of live music and events. Construction for the arena began in 2018 and it opened its doors on October 22, 2021.

The Climate Pledge team leveraged Gupta Media’s expertise to build awareness and excitement about the opening of the newly renovated arena ahead of a busy year of events, and economic conditions still colored by the COVID-19 pandemic. We were tasked with building a creative awareness campaign that showcased the new and exciting features of the arena, as well as some of the upcoming programming inaugurating the venue.

Solution

Home of the 32nd NHL team Seattle Kraken, 4-time WNBA Champion Seattle Storm, and concerts by marquee artists including Coldplay, Billie Eilish, John Mayer, Dua Lipa, and Shawn Mendes, we were keen to showcase the exciting events Climate Pledge Arena had coming up on its calendar.

The arena is also one of a kind in its mission – not only is it named after The Climate Pledge, but its goal is to be the most “progressive, responsible, and sustainable arena in the world." CPA isn't shy about it either – we were able to showcase the arena’s strides in working towards these goals in our ad copy, encouraging Seattle locals to come to a hockey game, or a show to see their favorite artist and take a look at the future of sustainable events.

To ensure we found users who would be interested in seeing/attending shows at the arena AND be inspired by their mission, we targeted users across platforms who would be interested in the NHL, WNBA, and various performing artists as well as users likely to be living green lifestyles. These included targets like ‘zero waste’, ‘environmentalism’, and ‘sustainable living’.

Results

By showcasing the unique features of the arena, combined with its exciting calendar of upcoming events and our precise targeting, our ads served over 7M impressions and drove over 1.3M video views across platforms including Facebook, Instagram, Twitter, Google Display Network, Snapchat, and TikTok. We also drove over 700 ad shares/retweets, generating additional awareness of the arena’s grand-re-opening with no additional budget needed.

It was inspiring to work on a project with an impactful mission and set of goals that will ultimately change the world and the future of live music – we couldn’t be more proud of the sustainable future Climate Pledge Arena is paving. We’re excited to continue working with the team, and look forward to the next challenge they bring our way!