Raptors' Championship, 25th Year Sparks Creative Marketing Direction
The Raptors’ championship celebration "intersects with its 25th anniversary season," marking an "unprecedented occasion for the club’s marketing department to dial up its imagination," according to Rachel Brady of the GLOBE & MAIL. Plans for this season include a "popup museum" of its '19 championship memorabilia inside Scotiabank Arena’s Galleria, which features "replica championship rings for the fans." In addition, a series of 95-Rewind nights will "refashion the original hardwood court from the team’s first season, as well as the white dinosaur jersey." Meanwhile, an 18-foot Raptors-themed art installation will "come to life during Toronto’s all-night contemporary-art showcase Nuit Blanche this weekend, before moving to fan-filled Jurassic Park for opening night" on Oct. 22. The Raptors have also "eschewed the traditional idea of a 25th-anniversary logo." Instead of a logo, the team will "promote a simple gesture they hope fans across Canada will flash with their two hands -- a 25." MLSE's marketing team hopes that fans "find their own unique ways to adopt the two-handed gesture." In cooperation with creative agency Sid Lee, the Raptors marketing team had "begun conceptualizing its 25th-anniversary season long before last year’s playoffs extended into a championship" (GLOBE & MAIL, 10/4).