SBD/Issue 236/Sponsorships, Advertising & Marketing

Bruins Hire Boston-Based Mullen As Official Ad Agency For '09-10

Mullen Will Work To Build Team's 
Brand Awareness, Ticket Sales, Promos
The Bruins have hired Boston-based Mullen as their official ad agency for the '09-10 season, according to Johnny Diaz of the BOSTON GLOBE. Mullen said that it "will work to raise the team's profile through brand awareness, ticket sales, and promotions through the Web and television." Media consultant Steve Safran said because the team has "done as well as they have in Boston, their fan base is expanding." Safran: "They want to seize a larger share of the incredible Boston sports market." Diaz notes Mullen replaces the Bruins' primary ad agency, Allen & Gerritsen, Massachusetts, which "will continue to work with projects related to TD Garden, where the Bruins play." Mullen previously worked with the team during the playoffs on a "popular campaign in March called 'Bruins Hockey Rules.'" Mullen said that it "plans to continue the campaign" when the '09-10 NHL season starts October 1. Meanwhile, Bruins Senior VP/Sales & Marketing Amy Latimer said that the team has "sold 5,000 more season tickets for home games for the upcoming season, compared to last year" (BOSTON GLOBE, 8/26).

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