The Sixers are launching their biggest advertising campaign in
years, according to Jane Von Bergen of the PHILADELPHIA INQUIRER.
With No. 3 draft pick Jerry Stackhouse in the fold, local ad
agency SFGT is trying to inspire new fan interest to this once-
proud franchise. Sixers Exec VP Thomas Chestnut said the
challenge this season is to "try to get more sports fans to take
the Sixers off the shelves." SFGT Partner Dudley Fitzpatrick
says the idea that drove their bid was "a feeling that the Sixers
weren't part of the city. They'd become a non-entity over the
years." The campaign features the tagline, "It's Real," and
spots have been on the air since September 18. The ads make "no
promises for a winning season" but focus "on gritty, realistic
shots" and "tout the team as players who believe in themselves
and their coach." After the ads premiered, the team had the
second best week of season ticket sales in five years, and
renewals from last year have topped 90%. The marketing effort
will also include print, radio and billboard ads (PHILADELPHIA
INQUIRER, 9/27).
