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Volume 26 No. 65
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Magic Launch New Brand Campaign To Capitalize On Recent Success

The Magic last week announced their "Magic Above All" marketing campaign, and the team said that the new brand "turns the page on the next chapter" in Magic history, according to Roy Parry of the ORLANDO SENTINEL. There is "little argument that last season's success," when the Magic finished 42-40 and earned a playoff berth, "helped re-energize a fan base that hadn't seen its team in the postseason" since '12. As fans "approach the pedestrian bridge that connects Amway Center and the Geico Garage," they will see the "Magic Above All" slogan plastered on the side. In addition to the pedestrian bridge, "Magic Above All" also will be "displayed on the team's social media platforms, orlandomagic.com, through corporate partners, social media, digital vehicles, collateral pieces, grassroots efforts and billboards" (ORLANDO SENTINEL, 8/3).