The NFL's marketing campaign for this year carries the
tag, "Welcome back. Feel the Power '99," and "builds on a
successful effort from last year," according to Wayne
Friedman of AD AGE. NFL Senior VP/Marketing & Fan
Development Howard Handler: "We wanted to create a campaign
to ramp up our fans because toward the end of summer, there
are a lot of things going on. We wanted to get connected
with them very quickly." And while Handler "wouldn't reveal
the monetary value" of this season's marketing launch, the
NFL said that "it has secured about 800 gross ratings
points" from TV partners ABC, CBS, Fox and ESPN. Friedman
writes that the marketing push's "one key element" is a
"series of rallies" held in Cleveland, Denver, Green Bay,
Kansas City, Minneapolis and Pittsburgh. Kohl's dept.
stores will also sponsor events at local stores featuring
NFL players. Handler called the initiative "man-to-fan
marketing." The league will also use its Web site, NFL.com,
for the "Welcome Back" campaign. Meanwhile, ESPN "breaks
the next in a series of 'Poker Dogs' promos" in September
for its NFL coverage. The spots will feature NFL "players
interacting with animated dogs." ESPN VP/Advertising &
Promotion Tom Clendenin, on the spots: "This year we just
raised the silliness factor" (AD AGE, 8/16 issue).
ZONA'S FASHION TRENDS: The SPORTSBUSINESS JOURNAL's
Andy Bernstein reports that NFLP has "unleashed a major
marketing campaign" for its merchandise/apparel goods --
which features "classic NFL game photos and footage,
juxtaposed with young, hip models wearing NFL-licensed
apparel." The campaign, with the tag, "Inspired by the
Game," tries to "build a bridge between fashion-oriented
product and the heritage of football." The NFL has also
created retail concept shops at more than 300 stores for
this fall (SPORTSBUSINESS JOURNAL, 8/16 issue).
