Memorial Hermann Healthcare System

Challenge

Memorial Hermann Healthcare System, a Houston-based hospital system with nine locations in the Houston area, is a sponsor of the Toyota Center and the teams that play there, including the Houston Rockets, Comets and Aeros. In order to get the most out of their sponsorship, Memorial Hermann needed to find a way to create a strong, recognizable and memorable presence in the Toyota Center.

Solution

Active Imagination developed a strategy for the sponsorship identity and designed sponsorship collateral and marketing materials for Memorial Hermann, including concourse signage, interactive kiosks and even a zamboni wrap featuring Memorial Hermann’s “Life Flight” helicopter. All of these materials emphasized the hospital as the official healthcare provider of the Rockets, Comets and Aeros, and cast the hospital as a valuable resource to those teams. Fans were more receptive to Memorial Hermann’s message, since the hospital was now positioned as not just a sponsor, but as the teams’ trusted partner and healthcare institution of choice.

Results

By focusing the sponsorship message on Memorial Hermann’s status as an equal partner with the Rockets, Comets and Aeros, Active Imagination helped to elevate the value of Memorial Hermann’s brand above that of competing hospitals. The hospital continues its relationship with Toyota Center and the teams that play there, and as a result is one of the most highly visible and most respected hospitals in Houston’s Texas Medical Center.

"Active Imagination didn't have to learn our business, they already had the insight and the expertise to really make our message pop."