Ice Breakers: NHL Panthers Debuting New Ad Campaign Today
The NHL Panthers are launching a new ad campaign this season called "Panthers Hockey. It'll do that to you," which is "designed to spur ticket sales," according to Jeff Zbar of the SOUTH FLORIDA BUSINESS JOURNAL. The theme for the multimedia and promotional campaign was "developed in house by the Panthers and BankAtlantic Center marketing team." The campaign debuts today and "profiles the dichotomy of actual fans' lives." One spot "profiles an airline pilot -- juxtaposed in his pilot's uniform and hockey apparel." Panthers Senior VP/Sales & Marketing Chad Johnson said that the pilot is "known for having started an 'underground movement' of bringing a cowbell to rally fans in his section." Johnson: "We wanted to show the non-hockey fan why hockey is different. The game experience is an opening to be someone different, an excuse to let your alter ego come out." Johnson added that the tagline is "intended to speak to different audiences, from families to 'maniacs.'" The campaign begins a "30 events in 30 days" countdown to the Panthers first game on October 10 on the road against the Hurricanes. By "tapping traditional and new media, the campaign will roll out with TV ads -- four or five in all -- plus radio spots, print ads in area newspapers and outdoor media throughout the market." The campaign "pitches the team's new six-game mini ticket plan and bundled concession, retail and fuel offers" (SOUTH FLORIDA BUSINESS JOURNAL, 9/5 issue).
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