SBD/3/Sponsorships Advertising Marketing


          The WNBA's '98 promotional campaign, "Join In," will be
     formally introduced this Sunday during the Bulls-Knicks game
     on NBC.  The 30-second spot features WNBA players Ruthie
     Bolton-Holifield, Cynthia Cooper and Nikki McCray singing
     together, asking fans to "join in" the upcoming WNBA season. 
     The campaign will be supported through print, TV and radio
     ads and courtside signage.  Beginning Sunday, "Join In" ads
     will appear during all '98 NBA regular season and playoff
     games on NBC, TBS and TNT and on other national NBA
     programming.  Spots also will run on ESPN, ESPN2, MTV,
     Classic Sports Net, FSN, DBS and during NBA games on ESPN
     Radio.  Each NBA team will utilize the WNBA ad campaign in-
     arena and on team TV/radio broadcasts.  In the ten WNBA
     markets, the campaign will include a local tag.  Also
     featured in the campaign are Rebecca Lobo and Sheryl
     Swoopes.  The campaign was developed by NBA Entertainment,
     in conjunction with Berlin Cameron & Partners, NY (WNBA).
          "PIED PIPER THEME": AD AGE's Jeff Jensen reports that
     the NBA "is following last year's successful strategy of
     dedicating its marketing and media resources during the
     second half of the current season to promote its sister
     league."  The first spot with Bolton-Holifield, Cooper and
     McCray "in street clothes at a playground inviting young men
     and women to jump on the WNBA bandwagon" has them singing "a
     catchy gospel-inspired anthem."  WNBA President Val Ackerman
     calls it a "pied piper theme": "Last year, there was an
     incredible connection between players and fans.  We wanted
     to play on that theme: Join in, be part of what's happening
     at our arenas and on television."  The NBA wouldn't disclose
     the "value of the media" campaign (AD AGE, 3/2 issue).

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