Who We Are: Nets Launch New Campaign That Plays Up Iconic Brooklyn Landmarks

The Nets are launching a new "multichannel campaign dubbed 'We Are Brooklyn' that spans out-of-home, TV, web and social media content," according to Lauren Johnson of ADWEEK. Ads from the campaign will be seen "on subways, buses, taxis and MetroCards." The effort "plays up iconic locations in Brooklyn -- like the Brooklyn Bridge and the team's Barclays Center arena -- along with images of the players." This follows last year's "Are You Ready" campaign that was "more product-focused" and the "Hello Brooklyn" effort from '12 that "helped launch the team as a lifestyle brand." While the previous two campaigns "have focused on brand awareness," Barclays Center and Nets CEO Brett Yormark "sees the new campaign as equally important in driving ticket sales this year." Yormark did not reveal any new advertisers for the '14-15 season, but he said that the Nets have "signed on new marketers, and some of those partnerships resulted from a July trip to China" (ADWEEK.com, 9/9).