DENVER - In the summer of 2005, Western Athletic Conference commissioner Karl Benson unveiled the launch of a new marketing concept and campaign. This aggressive campaign featured the WAC’s tagline "Play Up".

Extensive internal and external research revealed that each of the WAC’s members had strong affinity to the ideals of improving both athletically and academically and that its conference is a major contributor in reaching those goals. The term Play Up captures the essence of the desires of the members to move their programs from good to great or from great to exemplary.

The Play Up campaign seeks to improve the public and private perceptions of the WAC and its members through national, local and regional touch points.

"The research showed us that the WAC has strong brand recognition, but that it also means different things to different people," said Benson. "This campaign provides a consistent message aimed at clarifying the WAC brand."

The Play Up campaign is multi-faceted and includes the new WAC logo and website implemented in recent years. In addition, the WAC developed a specific Play Up logo that accompanies the WAC mark across multiple platforms, including letterhead, business cards, website banner, pop up displays, and in-game promotions.

The WAC also conducts Play Up tours on each WAC campus during the season.