A LOOK AT THE HEAT'S NEW AD AGENCY AND CAMPAIGN
Three weeks ago, Micky Arison became the managing partner of
the Heat. Now Arison, also chair of Carnival Cruise Lines, is
investing in the kind of "high-profile marketing that made his
cruise line a household word." The Heat has hired McFarland &
Drier of Miami, which also handles the Carnival account, to
develop advertising for the team. Next month, the Heat will
introduce its first-ever midseason TV and print ad campaign.
According to Heat Exec VP/Business Ops Pauline Winick, the idea
is to create "excitement about the team and bring back
disillusioned fans." Winick: "We want to get the word out that
we have an aggressive, young, new owner in Micky Arison. We are
new, we listen, and we are fan-friendly" (MIAMI HERALD, 2/27).