Maui Jim Maui Invitational

Results

  • Achieved more than 8 billion media impressions for tournament through print, online, broadcast and social media channels
  • Reached more than 500,000 college basketball fans via on-campus surfboard marketing promotion
  • Continued legacy as one of the most-watched holiday basketball tournaments

Challenge

The Maui Jim Maui Invitational is the leading college basketball tournament each fall, but new concept games and tournaments have created a cluttered market for exposure, making it even more critical to attract top teams and sponsors.

Solutions

  • Build online marketing and media coverage throughout the year to remind fans of the tournaments legacy and success
  • Extend exposure and build excitement with college fans via Maui Jim Maui Invitational Iconic surfboard deliveries during midnight madness practice events and early season games of participating schools
  • Add Opening Games and Regional Games component to increase the number of participating teams from eight to 12 and the total number of Tournament games to 23