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SBD/3/Sponsorships Advertising Marketing
WHAT DOES WNBA "GOT NEXT" FOR 2ND SEASON? "JOIN IN" CAMPAIGN
Published March 3, 1998
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).