Philadelphia 76ers Launch New Marketing Campaign ‘TOGETHER WE BUILD’
CONCEPT HIGHLIGHTS THE GRIT OF THE TEAM AND PHILADELPHIA,
WHILE INCORPORATING THE CITY’S RICH TRADITION AND ICONIC STRUCTURES
PHILADELPHIA, PA. – OCTOBER 1, 2013 – In 1776, our nation’s Founding Fathers gathered in Philadelphia to form the United States of America. Their vision for the country was great, but their dream took more than a pen stroke to be realized – it required hardship, years of challenge and a fervent commitment to progress to help them grasp what the future could hold.
Philadelphia is filled with landmarks hearkening back to those historic days, that speak to the city’s steadfastness in the face of adversity, and point to the sweet success achieved with an indomitable spirit.
The proud history of Independence Hall, where our nation was born. A freedom worth fighting for, symbolized by the Liberty Bell. Cobblestoned streets, where the feet of our forefathers meet those of today. The Benjamin Franklin Bridge, connecting a city and people with strength and grace. And Rocky Balboa, arms raised high in victory, just steps away from where he fought his demons to become great.
The traits of this city are ingrained in every bit of Philadelphia. Beyond gender, race, education, income and every other divider of people, there are creeds for which the City of Brotherly Love is known: Compassion with an edge, to drive progress and push forward. An insatiable drive to rise above adversity. A hunger to prove naysayers wrong. A hope that cannot be quenched.
One of the few things embodying that same essence – of uniting a people across all boundaries – is sport.
With these truths in mind, the Philadelphia 76ers today launched their new marketing campaign, titled “Together We Build.”
“The team’s vision is great – to work toward a future we can all be proud of, that will unite the people of Philadelphia and inspire our youth to achieve more,” said Sixers CEO Scott O’Neil. “We are at the foundation of our plan, but the Sixers will lean on one another as a team, taking the ideas and support of our fans and the passion of Philadelphia to press on toward our ultimate goal.”
Advertising for the campaign includes the meshing of iconic Philadelphia structures with industrial objects, symbolizing the building blocks needed to work toward greatness.
The campaign, which officially launched in outdoor advertising today, will include more than 40 different images varying on the same theme. Billboard locations include the Pennsylvania Turnpike (West), I-95 (North and South), the Walt Whitman Bridge (West), the Schuylkill Expressway (West), US 1/Roosevelt Highway (North and South), and Route 30/Admiral Wilson Boulevard at the base of the Ben Franklin Bridge (East). Print ads will also run in the Philadelphia Business Journal on Friday, October 4, as well as in the November issues of Philadelphia Magazine and South Jersey Magazine.