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Volume 21 No. 2
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Ticket campaign has a strong Brooklyn accent

The New Jersey Nets won’t move to Brooklyn until late 2012, but the team this month is launching an advertising campaign dubbed “One Day” to push premium season-ticket sales at its Barclays Center arena.

The Nets’ Brooklyn arena won’t open till next year, but the sales push has begun.
The campaign includes a 30-second television spot that aired regionally during the NBA Finals, a print and digital buy, and a direct mail campaign. The print, digital, direct-mail and radio efforts begin on Thursday.

The creative for the campaign features two arena seats placed in well-known areas of Brooklyn, including Coney Island and the Brooklyn Bridge. The radio spot features Brooklyn native Larry King.

Translation is the Nets agency of record.

Team officials said the goal is to connect fans to both the history and the return of professional sports to Brooklyn.

“The concept of the ‘One Day’ campaign is that while everyone has been talking for awhile about basketball coming to Brooklyn, that day is finally coming,” said Fred Mangione, chief marketing officer of the Nets. “There have been arena delays, and we have been building up the program, but nothing makes it more real than selling tickets.”

On June 2, the Nets began selling 4,400 “all-access” season tickets at the 18,500-seat, $800 million Barclays Center, which is set to open on Sept. 28, 2012. The team is selling the lower-bowl premium seats at between $4,356 and $61,000 per season. They include food and drink and the right to buy all other events at the arena. The season-ticket packages also require a three-year contract, with no escalating costs.

“We are doing a very targeted campaign instead of doing it all across the board,” Mangione said. “We will go wider for general ticket sales early next winter.”

The Nets next year will play at the Prudential Center in Newark.