Prudential Center's new "Our house rules" ad campaign has a double meaning: One "is declarative, as in, 'Dude, our house absolutely rocks!'" while the other "is informative, as in providing a list of fanciful 'house rules' to follow for those who visit" the venue, according to Stuart Elliott of the N.Y. TIMES. The rules include No. 6, "Find your way: No matter how you get here, you belong here"; No. 8, "Get loud," which reappears as No. 13; and No. 23, "Be neighborly." The rules "are accompanied by a manifesto, which is described in a video clip." In the video, rules "are superimposed on screen as vignettes appear of events at the arena," among them Devils games, WWE matches, "Boy Scout ceremonies and skateboarding competitions." The campaign, the arena's first, "will have a significant presence in and around the Prudential Center, including signs, posters, billboards and transit ads." There also will "be web ads, content on the Prudential Center website and a public relations effort." Commercials "may follow later." The initial budget for the campaign "is estimated" at $1M. The campaign is being created by Kirshenbaum Bond Senecal & Partners, N.Y., which also "works for marketers like Beautyrest and BMW" (NYTIMES.com, 11/3).
