Editor’s Pick: 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

 

Editor’s Note

Dear Faithful Readers,
There will be a changing of the guard here at “Selling It..” as I will be moving on from the Forum next week to explore other opportunities here in the San Diego area. It’s been a pleasure overseeing “Selling It…” and I hope you have found the pieces both entertaining and helpful!

Alby Abalos will be taking over the reins here as editor. He’s been at the Forum for 2 years now and does a great job running our Marketing department, so not only will you all be in good hands in the future, you’re now probably in better hands!

Below you will find the most popular story that we have had during the last year. Thank you for all the feedback and comments over the last 2 years. I’m sure Alby and the team here will do a great job!

Cheers,
Ryan Heidrich
Director of Communications
vryan.h@sports-forum.com

Don’t forget to stay engaged with us on social media! Follow @NatlSportsForum on Twitter and Instagram and like us on Facebook!

PROGRAM TITLE

Philadelphia Flyers: “Play Boldly”

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

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.”

 

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

Sarah_fergus@comcastspectacor.com| 215.389.9421

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