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Volume 25 No. 87
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Golden Knights Unveil New Fan-Centric "Vegas Born" Campaign

The Golden Knights are "rolling out a just-updated 'Vegas Born' marketing campaign that is fan-centric in its artwork, with a new campaign video," according to Alan Snel of LVSPORTSBIZ.com. The images "show some actual Golden Knights season ticket holders at VGK home games, from a woman waving a rally towel during the Stanley Cup Playoffs to a young girl sitting on her dad’s shoulders." A spot opens with the giant, red-glowing Golden Knights mask "dropped to the T-Mobile Arena ice to start each game of the playoffs and includes scenes of a small child grasping a stick, fans wildly waving playoff battle towels and the stunning, highlight-reel" goal by C William Karlsson that "clinched the Pacific Division." The Golden Knights will "use the new images at T-Mobile Arena, on billboards, in digital displays, during TV broadcasts and in print ads." The team's video spot is "30 seconds." As for the campaign's artwork, Golden Knights Senior VP & CMO Brian Killingsworth said that players will be "phased into the promotional marketing materials later in the season" (LVSPORTSBIZ.com, 9/13).