SmA's Ad Campaign Promotes Museum As A Celebration Of Sports
A new ad campaign for the Sports Museum of America (SmA) presents the museum as a "special place that celebrates the power of sports," according to Stuart Elliott of the N.Y. TIMES. SmA's marketing budget, which includes its Web site and PR, is "estimated at about $3[M]." The campaign, via Gate Worldwide, N.Y., incorporates print, outdoor and transit activation, as well as the Web site. The ads "all feature a pennant bearing the museum's logo ... and use lettering for the headlines that is evocative of the typeface for varsity letters." One of the initial ads asks, "When you count the loves of your life, is sports first or second?" The text reads, "Sports has the power to inspire laughter, tears, hope, faith, loyalty and love. And now, so does one museum." Other ads feature former U.S. women's soccer player Brandi Chastain, Baseball HOFer Jackie Robinson, Tennis HOFer Billie Jean King and former tennis player Bobby Riggs. The print ads currently are running in newspapers, including the N.Y. Daily News, the N.Y. Post and the N.Y. Times, while the outdoor ads are "appearing as posters in the subway, on bus shelters and the sides of buses." The ads also include the logo of Cisco Systems, described as SmA's "founding sponsor" (N.Y. TIMES, 5/19).
TECH SUPPORT: The WALL STREET JOURNAL's Allen Barra writes the use of technology throughout SmA is "unique" when compared to other museums and it "gives fans an experience of sports that they can't get anywhere else." SmA Founder & CEO Philip Schwalb thought the museum's use of technology should be used "not to dazzle the fans but to bring them closer to their heroes" (WALL STREET JOURNAL, 5/20).
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