Bears Using "One City, One Team" Ad Campaign Again This Season
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Bears Exec Says Sponsors
Recognizing Ad Campaign |
The Bears for the second consecutive season are using their "One City, One Team" ad campaign "promoting allegiance to the football team," according to Phil Rosenthal of the CHICAGO TRIBUNE. A recent survey from Scarborough Sports Marketing found that 63% of Chicago-area residents "already identify themselves as Bears fans," and businesses are "eager to link their brands to one that already owns the hearts and minds" of the market. Bears President & CEO Ted Phillips: "The business community has made more comments about the campaign and what a cool thing it is, clever, creative, a way the Bears say you're important to us and, again, here's why it's a good thing to be associated with the Bears." Rosenthal noted the Bears have "renewed several of their partnerships, including a five-year agreement with Comcast," while newcomers include Toyota, Hyatt Hotels, U.S. Cellular, Allstate, Astellas Pharma, Palermo's Pizza and Bobak's hot dogs, sausages and brats. NorthShore Univ. HealthSystem this summer bought ad space on the team's practice jersey to "promote its new name." Phillips: "We were able to get a lot of first-time companies to come in, and I'd like to think they saw the value of being associated with the Bears in this city." Bears Senior Dir of Sales & Marketing Chris Hibbs said of the campaign, "I can tell you firsthand that sponsors have recognized it. Most teams in pro sports, certainly in this town, pop up a billboard or buy a TV spot when they have to sell tickets. We're very lucky not to be in that situation" (CHICAGO TRIBUNE, 9/13).
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