The Big Ten Network has launched a "new branding campaign aimed at all sports fans, not just alumni," as it looks to "tackle a national audience," according to Jon Lafayette of BROADCASTING & CABLE. The campaign "
began as the conference's football season concluded." BTN VP/Marketing Erin Harvego said, "We thought a lot about who we are. We're a college sports network. This campaign reflects that. ... We've put a lot of great Big Ten imagery into this campaign through these beautiful, inspirational Big Ten action shots. On the on-air sports we also have graphics that incorporate the school colors. And even the music is actual sounds we taped at Big Ten games to create a soundtrack." Lafayette notes the campaign "launches with four commercials" via Fallon, Minneapolis.
One ad says, "What time do you want to watch college sports? Perfect. We'll be on then." Another says the net shows "pretty much anything college that ends in 'ball.' Also hockey." The spots will end with the tagline "BTN. We are B1G." In addition to TV spots, the campaign includes online banner ads, print ads, campus media, billboards and "premiums such as T-shirts in Big Ten school colors using the slogan College Sports in a way that recalls the 'College' T-shirt John Belushi wore" in "Animal House"
(BROADCASTING & CABLE, 12/8 issue).
