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September 23, 2015 | Volume 13, Issue 16
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PETROL AND THE PHILADELPHIA FLYERS IGNITE NEW SEASON WITH BOLD CAMPAIGN
The Philadelphia Flyers encourage their fans to join them as they "Play Boldly" in the 2015 - 2016 season.
By: Alby Abalos
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Click the image above to check out the Flyers "Play Boldly" campaign!
Dear Faithful Readers,
With the NFL in full swing and the NHL and NBA getting ready to get their seasons started, a lot of teams have started releasing their 2015-16 marketing campaigns. For some odd reason, I find these campaigns fascinating. They are all so creative and I love seeing what each team comes up with for the new season.
This week’s “Selling It…” features a really cool campaign coming out of Philadelphia for the Flyers. You can definitely see how this would resonate with the fans of the Flyers. This reminds me that in a couple of weeks we will be opening up our ADchievement Awards, which judges the best advertisements across the industry. You can find more information on that program over at our website.
Hope you enjoy the read. Let us know if you see a campaign that catches your eye.
Best,
Ryan Heidrich
Director of Communications
PROGRAM TITLE
Philadelphia Flyers: "Play Boldly"
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OBJECTIVES
Prior to entering the new season, the Flyers wanted to create a new campaign with a different approach. Incorporating creative and cohesive visuals that gave the team an identity, which ultimately told a story, was the priority. The Flyers also looked to showcase highlights from the past season to get fans excited and show them what they should expect of the upcoming season as they rally behind the team. Inspired by the bold approach of Flyers GM, Ron Hextall, coupled with the bold style of play of new head coach, Dave Hakstol, the Flyers new campaign and theme, “Play Boldy,” was launched.
PROGRAM DESCRIPTION
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The Philadelphia Flyers launched a new campaign and visual identity for the team’s 2015-2016 season less than 30 days to the start of training camp. Centered around the theme “Play Boldly,” the campaign features a number of visual elements that Flyers fans will come to recognize at home games at the Wells Fargo Center, practices at the Virtua Center Flyers Skate Zone in Voorhees, and when interacting with the team online, on their mobile device, and on social media.
A huge element of the new campaign is “fire.” The fire symbolizes the passion that burns within their fans, as well as the fiery grit and hard-nosed approach of the players and the organization. PETROL advertising agency partnered with the Flyers to integrate this concept into their campaign and develop a video. Along with the video campaign, PETROL also assisted with creating new Flyers billboards and revamping their tickets to fit the theme. The resulting campaign embodies the speed, action, and power that transpire when the elements of fire and ice combine.
Shawn Tilger, COO of Business Operations for the Philadelphia Flyers, stated, “This new advanced look shines a spotlight on our lineup of players in an eye catching way that we’re really excited about. Fans will easily relate with the ‘Play Boldly’ theme and dynamic visuals.”
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Click the image above to check out the Philadelphia Flyers website!
PARTNERSHIP
To translate the season’s fire and ice narrative into a visual identity, the Philadelphia Flyers partnered with Los Angeles-based agency PETROL to develop the campaign.
For many years, PETROL has constantly developed fully integrated global marketing campaigns for major brands across genres. Whether it be growing a brand, promoting a new title, or launching a new property, PETROL has consistently converted interest in their campaigns into increased revenue for their clients.
“We are both honored and excited to have been selected by the Flyers to enhance the way that this incredible franchise is showcased for the new season,” said Alan Hunter, President and Chief Creative Officer for PETROL. “The Flyers enabled us to create an electrified visual identity that is based on pure emotion and adrenaline.”
RESULTS
Even in the early stages of the campaign the Flyers have been receiving positive feedback from their season ticket fan base. Season ticket holders are enjoying the new look of the tickets and fans are appreciating the new billboards.
The Flyers and the “Play Boldly” campaign have gained tremendous support from their fan base and generated plenty of buzz on social media. Flyers single game tickets recently went on sale and their sales have been trending ahead of the previous year. Overall, the campaign has already been well-received even before the start of the season.
LOOKING AHEAD
The Philadelphia market will be airing television spots of the Flyers’ video campaign during the season. The Flyers plan to have the “Play Boldly” theme carry on throughout the season and playoffs, but are undecided if this theme will continue past this season.
CONTACT
For more information, contact:
Sarah Fergus, Marketing Communications Manager, Philadelphia Flyers
Jordan Coon, Account Development Director, PETROL
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ABOUT THE NATIONAL SPORTS FORUM
The National Sports Forum is the largest annual cross-gathering of the top team sports marketing, sales, promotions, and event entertainment executives from throughout the broad spectrum of teams and leagues in North America. The 2016 NSF Conference and Trade Show will be held on February 14 - 16, 2016 in Portland, OR. Visit www.sports-forum.com.
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THE NSF SALUTES
OUR PARTNER
Budweiser is back for their 13th year with the NSF as they are the Official Sponsor of the "Budweiser Gala" that will take place on the evening of Tuesday, February 16, 2016. Anheuser-Busch, Inc., a diversified corporation, is the world's largest brewer with 12 domestic breweries and distribution in more than 80 countries.
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