Projects

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Blue KC Hometown Heroes

As part of Premier’s role in managing and guiding the sports marketing efforts of Blue Cross and Blue Shield of Kansas City (Blue KC), our team worked with Blue KC to develop a platform that would leverage their partnerships with KC’s pro sports teams to honor men and women who make Kansas City a better place to live, work and play. The Blue KC “Hometown Heroes” series works to emotionally connect Blue KC with KC’s favorite teams, inspire good in the community, achieve awareness and goodwill for the Blue KC brand, and move current and potential customers forward through the buying cycle to awareness, consideration and preference.

The Blue KC Hometown Heroes series includes three programs—one with each pro team—with three themes, three media partners and three highly recognizable and reputable brand ambassadors.

Blue KC Chiefs Kingdom Champions
Partner: Kansas City Chiefs
Theme: Community
Brand Ambassador: Mitch Holthus, Voice of the Chiefs
Media Partner: KCFX Radio
Overview: One Blue KC Chiefs Kingdom Champion is selected for each Chiefs home game and allowed to throw the ceremonial first pass to a Chiefs celebrity. They also receive tickets to the game and a tour of the Chiefs broadcast booth.

Blue KC Coaches with Character
Partner: Kansas City Royals
Theme: Leadership
Brand Ambassador: Dayton Moore, GM, Kansas City Royals; Founder/Executive Director, “C” You in the Major Leagues Foundation
Media Partner: Sports Radio 810 WHB
Overview: Blue KC Coaches with Character are selected at the end of each month during the Royals regular season and given tickets to the home game of their choice. They also are interviewed in studio by 810 WHB and invited to an exclusive Blue KC Coaches with Character event with Dayton Moore at the end of the season.

Blue KC Sporting Samaritans
Partner: Sporting Kansas City
Theme: Education
Brand Ambassador: Matt Besler, Defender, Sporting KC and U.S. Men’s National Team
Media Partner: Sports Radio 810 WHB
Overview: One Blue KC Sporting Samaritan is honored during the pregame festivities at the first home game of every month during the Sporting KC regular season. Both the Samaritan and his or her nominator receive tickets to the game and receive a VIP experience at Children’s Mercy Park as well as gift cards for Sporting KC merchandise. They also are featured on the Sporting KC homepage following their recognition.

Results:
Blue KC receives year-round coverage that generates brand equity and an emotional connection with Kansas City’s passionate and loyal sports fans. The company’s association with Kansas City sports teams also increases consideration and preference among current and potential consumers while boosting internal corporate pride.