StubHub Unveils New Vision and Brand Identity
May 04 2016 - 2:11PM
Business Wire
New direction reflects global ticket
marketplace’s evolving approach to live events and focus on
enriching lives within the ‘experience economy’
Recognizing that the richest moments in life are becoming less
about the things people own and more about the experiences they
share, StubHub (NASDAQ:EBAY) today unveiled a new vision and brand
identity.
From sharing in the anticipation before an event to posting
photos online after an encore, experiences have become the new
social currency. This phenomenon is creating a new ‘experience
economy*,’ where the inspiration and energy from an event, along
with shared experiences, have an enormous impact on how people
choose to spend their time.
For StubHub, the experience economy represents an opportunity to
evolve the company’s strategic direction and double down on four
key pillars: mobile, social, personal, and global. StubHub
understands** that today’s consumers are increasingly turning to
mobile devices to research events, make purchases and enter venues;
they are tapping into social media to share their emotions and
connect with each other during the event itself; and they expect a
personalized experience that is tailored to their interests, with
relevant content surfaced to them. These changes are occurring on
an unprecedented global scale.
“The live events industry continues to evolve alongside a new
experience economy, which places a premium on connecting to
one-of-a-kind experiences and sharing memories with each other,”
said Scott Cutler, president of StubHub. “StubHub’s new vision
reflects our approach to these preferences and behaviors, and how
StubHub is charting a path to be more mobile, social, personal and
global.”
In alignment with this strategy, StubHub today announced a
holistic update to its brand identity, along with plans to execute
a strategic, multi-channel brand campaign. The rebranding includes
impactful aesthetic changes to convey the feeling and anticipation
that only comes with live experiences, including a more
contemporary and globally relevant logo; updated design elements
that convey more emotion and energy; and a bolder, more flexible
and dynamic color palette. The StubHub word bubble is now used to
express the range of audience emotions and desires, and is symbolic
of the stories that fans will share around an event.
The design elements within StubHub’s new identity were also
created to connect the brand to a wider variety of audiences across
more genres than StubHub has traditionally been known for, and to
be more partner-friendly within the industry.
“StubHub’s new look illustrates our role in the experience
economy for consumers, partners and performers, and better
represents the needs of a global audience with diverse interests
around meaningful, memorable live experiences,” said Jennifer
Betka, CMO at StubHub. “We are moving from a static world where the
majority of the event experience was done offline - to a dynamic
space in which nearly everything about an experience is shared. Our
new identity reflects StubHub’s vision to help connect people to
the events that inspire rich, shareable memories.”
StubHub’s global marketing campaign, which launches today,
highlights how StubHub can connect consumers with the inspiration
and unique experiences that come from breaking out of the everyday.
The campaign includes radio and digital tactics in the U.S.,
Canada, the UK and Germany, as well as cinema and out-of-home in
the U.S., the U.K. and Germany. StubHub will also run a new TV
advertising campaign in the U.S. which will launch May 9. The new
TV spot can be viewed on StubHub’s YouTube channel.
StubHub’s new global identity arrives on the heels of a series
of initiatives that centered around driving stronger connections
with consumers, and appealing to diverse audiences. In early 2016,
StubHub announced new partnerships, including Jennifer Lopez’s “All
I Have” residency in Las Vegas and the first blended ticket
marketplace with the NBA’s Philadelphia 76ers; in February, StubHub
rolled out a new ticket recommendation and best value sorting
feature; and in late March, StubHub launched “virtual view” for
several event venues, a virtual-reality, 360-degree, panoramic view
from the sections where fans are thinking of buying tickets. These
moves pave the way for future features that will include social
planning and a shopping cart that allows consumers to bundle
different types of purchases.
*Wikipedia, The Experience Economy**StubHub: Year in Live
Events, 2015
About StubHub
At StubHub, our mission is simple: help fans find fun. We
connect fans with their favorite teams, shows and artists and
introduce them to the ones they'll love next. As largest ticket
marketplace in the U.S., we enable fans to buy and sell tickets to
tens of thousands of events, whenever they want, through our
desktop and mobile experiences, including our StubHub and StubHub
Music apps for iPhone, iPad, Apple Watch and Android. Offering a
superior fan experience at its core, StubHub reinvented the ticket
resale market in 2000 and continues to lead it through innovation.
Our industry firsts include the introduction of the first ticketing
application, the first interactive seat mapping tool and the first
live entertainment rewards program, Fan Rewards™. Our business
partners include more than 60 teams in MLB, NBA, NHL, MLS and NCAA,
plus ESPN, AEG, AXS and Spectra Ticketing & Fan Engagement.
Throughout North America, the United Kingdom and Germany, StubHub
provides the total end-to-end event going experience. StubHub is an
eBay company (NASDAQ:EBAY). For more information on StubHub, visit
StubHub.com or follow @StubHub on Twitter, Facebook and Instagram
or YouTube.com/StubHub.
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StubHubJohnna Hoffjhoff@ebay.com
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