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A LOOK AT THE HEAT'S NEW AD AGENCY AND CAMPAIGN
Published February 28, 1995
Three weeks ago, Micky Arison became the managing partner of the Heat. Now Arison, also chair of Carnival Cruise Lines, is investing in the kind of "high-profile marketing that made his cruise line a household word." The Heat has hired McFarland & Drier of Miami, which also handles the Carnival account, to develop advertising for the team. Next month, the Heat will introduce its first-ever midseason TV and print ad campaign. According to Heat Exec VP/Business Ops Pauline Winick, the idea is to create "excitement about the team and bring back disillusioned fans." Winick: "We want to get the word out that we have an aggressive, young, new owner in Micky Arison. We are new, we listen, and we are fan-friendly" (MIAMI HERALD, 2/27).