Picks of the Week: April 16, 2018
Account Coordinator, Consulting
Philadelphia 76ers Launch ‘PHILA Unite’ Playoff Campaign
The Philadelphia 76ers have unveiled their ‘PHILA Unite’ playoff campaign rooted in the city’s history. The campaign builds on the team’s season-long “Spirit of 76’ initiative by combining the bell logo and a segmented snake that is derived from Benjamin Franklin’s famous political cartoon of 1754. The ‘PHILA United’ campaign launches as the 76ers clinched their first playoff berth since 2011-12. With this campaign the 76ers are also deploying some OOH elements to generate buzz and excitement around the playoffs with flags, murals and banners sporting the new logo. At home games during the Playoffs the team will be wearing its City Edition uniforms on the court with the new logo at its center. With this initiative, the 76ers are aiming to unite their fan base by celebrating the rich history of Philadelphia while igniting the growing passion for the sport in their local communities.
PGA TOUR retires 20-year-old slogan.
A day after Patrick Reed was crowned the 2018 Master’s Tournament champion, the PGA TOUR retired their 20-year-old slogan “These Guys are Good.” The long-running campaign delivered success over the past two decades and connected fans right alongside the players. Taking its place is the new slogan “Live Under Par.” This slogan marks the start of an ambitious transformative effort to modernize the PGA fan base while simultaneously attracting a new audience. The campaign is a pivotal point for the brand and goes beyond capturing the ability of PGA players to score below par each week by showcasing and celebrating that same attitude of excellence that exists between players, players with fans, and players interacting with communities and charities. The new campaign captures not just a way to play, but a way to be.