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Wednesday September 15, 2010 6:32 PM

Red Rising


Rockets reveal 2010-2011 marketing campaign


Rockets.com Staff

HOUSTON - The return of Yao Ming. Depth that is the envy of the NBA. Kevin Martin and Aaron Brooks, pairing up to form one of the most explosive backcourts in the league. Stalwarts like Luis Scola and Shane Battier bringing all out effort and unbridled passion every single night. A promising rookie. Sophomores ready to shine.

For all those reasons and more, the Rockets are ready to rise.

That is the impetus behind “Red Rising,” the Rockets’ new marketing campaign for the upcoming 2010-11 season.

“This season we’re incredibly excited about what can happen with this team,” says Rockets Senior Director of Marketing Operations Ken Sheirr. “We’re young and incredibly deep, arguably the deepest club in the league and certainly the deepest Rockets team in 15 years, and we’re adding the best center in the league to a team that won 42 games last season. This is a team on the rise.”

Indeed, Rockets fans have reason to believe the upcoming season will be extraordinarily special. In addition to Yao’s impending return, Houston also boasts last season’s Most Improved Player of the Year in Aaron Brooks, an All-Star caliber 2-guard in Kevin Martin and a bevy of young talent like Kyle Lowry, Chase Budinger, Courtney Lee and prized rookie Patrick Patterson. Factor in the veteran presence of players such as Brad Miller and Chuck Hayes, and it’s easy to see why this team is poised for a big season. “Red Rising” captures the essence of those expectations, while simultaneously seeking to build off the momentum generated from the red-themed campaigns that have proven so successful for the franchise over the past two years.

“When we started the Get Red campaign two seasons ago, we did it with the hope that it would be something we could build upon for multiple years,” says Sheirr. “We wanted ‘Red’ to be synonymous with ‘Rockets.’ Our fans have completely embraced that notion and now ‘Red Nation’ is a permanent fixture of our marketing lexicon, referring to the growing community of Rockets fans.”

Now that the campaign is underway, get ready to start seeing Red Rising signs everywhere you go - on billboards, TV and, the internet. You’ll also notice the Hollywood-style, blockbuster film motif which is prevalent throughout the concept – a nod to the excitement leading up to the start of a much-anticipated season.

“Like an epic movie, the story of the 2010-11 Rockets will unfold with ups and downs, drama and excitement over the course of the season,” says Sheirr. “The live element starts at Toyota Center with our home opener on October 30th. We put a lot of emphasis on delivering a very special entertainment experience for our fans, and the anticipation for it all to begin, especially this season, is akin to the anticipation of any major premiere.”

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