Amalie Oil’s "new signage will be in place" before the Lightning’s home opener on Oct. 9, but for the company’s ad agency, the "work is just beginning," according to Ashley Gurbal Kritzer of the TAMPA BAY BUSINESS JOURNAL. Marshall Advertising President Kevin Marshall said, "Now we’re on the execution part of it. Amalie doesn’t have TV or radio commercials, and those are part of the assets and elements we’ve secured." Amalie was "looking to raise its profile locally," and "some parts of the transition -- printed materials within the arena, some billboards and staff email addresses have already been changed, as has the ice circle." Marshall said that for Amalie, the deal was about "making the biggest splash possible." He added that Amalie’s location within Port Tampa Bay and proximity to the arena also "made the naming rights deal a good fit." Marshall: "I can’t imagine anything else we could have done that would have had this quick of an impact." Marshall said that his company "conducted studies on Amalie’s current brand profile so it could evaluate the effectiveness of the naming rights deal." Marshall: "So in six months or a year, when we go back into the field and conduct a follow-up study, we’ll know the difference in awareness right off the bat. Are we carried in more stores? More locations? Are more people using Amalie? Are more people asking for Amalie?” (
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