DENVER - In the summer of 2005, the Western Athletic Conference 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.