The Work

The Humana Cabana

A cool place for senior baseball fans

Through their partnership with the Miami Marlins, we helped Humana connect with senior baseball fans by providing them with an enhanced gameday experience. The Humana Cabana, a lounge inside Marlins Park, lets seniors relax and cool off during Marlins Senior Days at the stadium and provides them with exclusive, memorable programming.

When arriving at the ballpark, seniors take golf cart transportation to the ticket office, where they pick up their complimentary tickets. They immediately find a welcome station that offers shade, water, pocket fans and cooling packs before making their way into the Humana Cabana itself. The conveniently-located space, which was provided by the Marlins, is accessible throughout the course of the senior game days and features air conditioning, refreshments and TVs so fans don’t miss a minute of the on-field action.

Off the field, we worked with the Marlins to create senior-focused programming and memorable engagements to help build awareness and consideration for Humana while delighting senior fans. We used local market insights to select Cabana activities that seniors enjoy most while at events: domino sets, a giant Connect 4 game and a prize wheel.

The Cabana also features private senior events including on-field Zumba classes with Marlins players and private meet and greet sessions with former Marlins players and local personalities. Local Humana agents are also on-site to interact with seniors and answer their Medicare-related questions.

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