Over the years, the Boston Garden has been torn down and rebuilt. The newest structure has taken on many names and the most recent was celebrated today as TD Banknorth rebrands as TD Bank. As a result, the former FleetCenter, Bank of America Center and TD Banknorth Garden will henceforth be known as the TD Garden. (for a full slideshow of the story, visit the gallery on Boston.com)
To celebrate the rebranding of the bank and Garden, TD Bank and Pierce Promotions hosted the TD Garden Golden Ticket Giveaway today in the Boston area. The giveaway, modeled after one by Willy Wonka (made famous by Roald Dahl, Gene Wilder and Johnny Depp), gave away 5 Golden Tickets hidden in 19,600 candy bars, one for every seat in the Garden.
Now, I was working the event as a “brand ambassador,” but I am completely unbiased when I say that as far as the branding strategy goes, this event was a huge success.
My location in the Financial District was packed and people lined up for multiple blocks for their chance to find a golden ticket. However, that was nothing compared to the line of nearly 10,000 people at the Garden itself, that supposedly crossed the bridge into Charlestown.
All of this was for the minor name change of a brand, but TD Bank turned a quiet sports day in Boston (Sox fans at a loss during All-Star break) into what I consider one of the most successful local promotions in recent memory. If anyone in Boston was unaware of the name change, today’s Golden Ticket Giveaway made them aware of TD Bank’s new brand identity.
Among many possible prizes, the Golden Ticket Prize Packages included:
- Behind the scenes tour of the TD Garden for winner and guest
- Gift bag for winner and guest
- Transportation to and from the arena for the tour
- A pair of Season Tickets to the TD Garden for the 2009-10 Season
- One Grand Prize winner receives a pair of Season Tickets to ALL the TD Garden events for the 2009-10 Season.
Editor’s Note: Whoever came up with this idea deserves a ride in a real “Great Glass Elevator.” Reclusive, “Candy Man” escort should be optional, though strongly endiscouraged.
Bonus Photo: 
