Exchange Brand Marketing Notches a Wintry Win at Armed Forces Bowl
Despite temperatures in the teens and sub-zero wind chills, Exchange branding maintained its streak with its sixth consecutive year at the Lockheed Martin Armed Forces Bowl, as the Air Force Falcons beat the Baylor Bears, 30-15.
A small crowd of Air Force and Baylor fans bundled up to attend the game at Amon G. Carter Stadium in Fort Worth, Texas, where an Exchange commercial showed on the large video boards. Messages touting the Exchange’s tax-free savings and the Veteran online shopping benefit were displayed on a digital ribbon throughout the game.
“The Armed Forces Bowl is a unique chance to tell the Exchange story,” said Air Force Chief Master Sgt. Kevin Osby, the Exchange’s senior enlisted advisor. “It’s extra special when a service academy is one of the teams, as Air Force was this year. Exchange messaging takes on greater relevancy when military-connected fans are watching the game, at the stadium or at home.”
For fans watching from the comfort of their living rooms, ESPN aired two national TV spots—one about the benefits of the MILITARY STAR® card, and one featuring Chief Master Sgt. of the Air Force JoAnne Bass, Sgt. Maj. of the Army Michael Grinston and Chief Master Sgt. of the Space Force Roger Towberman—that informed a national TV audience about the Exchange benefit.
Weather-safety concerns led Armed Forces Bowl organizers to cancel Fan Fest, where the Exchange’s Corporate Communication and Brand Marketing team had planned to have a mobile field Exchange and hand out Exchange souvenirs while spreading the word about the Exchange, as they had at the Commanders’ Classic and Army-Navy game.
Several team members still represented the Exchange at the game, taking photos and video as well as talking to fans about the Exchange mission.
“This is the climax of a yearlong campaign for Exchange relevancy,” said Sandi Lute, Senior Vice President, Brand Marketing. “It has been an across-the-board team effort to remind people of tax-free shopping, Veterans benefits, the MILITARY STAR card’s rewards and the Exchange’s dedication to hiring Veterans and military spouses.”
The Exchange is a supporter of Air Force Athletics and Army West Point Sports. The organization’s presence at football games shows the Nation that the Exchange is where heroes shop.
