Franchises

KINGS GETTING SERIOUS ABOUT HOCKEY AS SEASON APPROACHES

9.10.1996

     The Kings "Serious Hockey" ad campaign, estimated at $1M and
created by Rubin Postaer and Associates, is examined by Angela
Dawson of ADWEEK.  Unlike previous ads which prominently featured
ex-King Wayne Gretzky, the club's new strategy presents the team
as an "ensemble cast."  Kings VP/Marketing John Cimperman:
"We're rebuilding the brand image that will be bigger than one
player.  We want to give the team a new personality."  Cimperman
adds that the Kings' goal is to sell 1,600 new season tickets and
sell out 20 home games. The campaign has begun with transit ads,
newspaper inserts and TV spots (ADWEEK, 9/9 issue).

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