Bobcats Paint The Town Orange
All are examples of a fully-integrated marketing campaign launched by the Bobcats in preparation for the organization’s inaugural Draft Week, in which the team will celebrate the selection of its first players.
Over the past several weeks, the Charlotte area has been covered in Bobcats orange. The most colorful illustration is the lighting of the old Wachovia building on 400 South Tryon Street to make the building look orange. Colored gels have been affixed to the 159 existing 100-watt lighting fixtures that make the building the brightest in the Uptown area.
The Uptown area also features Bobcats banners on street lights and over-street banners on Trade Street between Tryon and College Streets. In addition to Queen Charlotte sporting her Bobcats jersey, Douglas International Airport poles will be draped with Bobcats banners and dioramas and plasma screens will display Bobcats messages.
The focus of the campaign is to promote the team’s draft party at the Charlotte Coliseum on June 24, at which fans will be able to select seat locations on the spot, and the availability of priority seating in the new Uptown Arena with a free Seat License.
The promotion is backed by a traditional campaign of radio, television and print advertising, plus more than 50 outdoor billboards, advertisements on the Charlotte Observer newspaper racks, mobile billboards, event posters in bars and restaurants, ads on local internet sites and a free-standing newspaper insert in the Monday, June 21 edition of The Charlotte Observer.
In addition to the advertising efforts, a targeted mailing of miniature replica Bobcats basketball courts and team logo-tailored golf balls has been sent to potential season ticket and suite holders.
Draft Week and the selection of the franchise’s first players is just the first of many celebrations for the Bobcats over the coming months. Training camp opens in October with opening night tipoff just four short months away.