SBD/December 8, 2011/Franchises

Trail Blazers Debut New TV Spot, Kicking Off Campaign To Engage Fans

The Trail Blazers Tuesday debuted a local commercial that "signaled the beginning of an aggressive campaign" to "not only remind fans the team is returning to the court but also to smooth over any ill-will that may have developed" during the NBA lockout, according to Joe Freeman of the Portland OREGONIAN. At the end of the 60-second spot, "three simple words appear at the bottom of the screen: 'We’re Locked In.'" Trail Blazers Senior VP & COO Sarah Mensah said, "I think it sets the right tone, which is of humility and a sense of, wow, it’s been really empty here and now it’s great to be back." Teams across the NBA are in the "early stages of putting together a host of fan-friendly events and promotions designed to rekindle any lost connections with local communities." In Portland, there are "no plans for a complete rebranding ... but there will be a season-long effort to remind fans they are the most important aspect of the business." The Trail Blazers "plan on increasing their presence in the community by ramping up appearances by players and ex-players through sponsors and their 'Make it Better' campaign." Fans will be at the "centerpiece of everything." The Trail Blazers will "hold their annual free Fan Fest scrimmage Dec. 16, featuring more giveaways and fan interaction, offering the first opportunity for fans to see the new-look Blazers in person this season." They also have "made changes to their fan shop and already have added 500 new items to their online gift shop" (Portland OREGONIAN, 12/8).
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