Magic Choose "We Will" For '12-13 Marketing Slogan; Campaign To Launch Monday
The Magic have chosen the marketing slogan "We Will" for the '12-13 NBA season, rebranding "with a concise, yet bold and aggressive campaign," according to John Denton of NBA.com. The Magic will "unveil the new marketing campaign on Monday and will begin blanketing Orlando and the Central Florida market on Oct. 1." Magic VP/Brand Management Roma Vega said, "For us, this campaign was relevant with or without roster changes. We feel strongly that it's a great statement and a strong message that we wanted to provide to our employees, our fans and all of our corporate partners." Denton noted the team will employ "television, print, radio and billboard advertising as well as non-traditional avenues such as online, social media and in-arena options." The change from "Be Magic" to "We Will" was made "simply to update the Magic's message and reaffirm the franchise's desire to be great" (NBA.com, 9/25). YAHOO SPORTS' Dan Devine wrote the new campaign "formalizes the far-future-tense nature of the situation in which the Magic organization finds itself after sending away its literal and metaphoric centerpiece" C Dwight Howard to the Lakers, in exchange for what looks like "a pretty iffy return" (SPORTS.YAHOO.com, 9/25).
CATS' MEOW: The Bobcats on Monday unveiled their "TougherFasterStronger" ad campaign for the '12-13 season with online spots on Bobcats.com, radio and outdoor billboards around Charlotte. The campaign, which was developed internally by the Bobcats' marketing and creative group, features images of the team's new colors, logos and core of young players including Gerald Henderson, Kemba Walker, Bismack Biyombo and Michael Kidd-Gilchrist. Print, digital, TV and grassroots marketing tied to the campaign will debut later this fall (Bobcats).