The New York Knicks have kicked off an integrated broadcast, print and online ad campaign to invigorate the team’s brand and drive both full-season and individual ticket sales.
The campaign was created by the New York office of Rapp Collins Worldwide, part of Omnicom Group , which was selected as the Knicks’ agency in July. The interactive portion was handled by RappDigital.
It’s the latest step in the 56-year-old franchise’s strategy to increase its commitment to customer service and expand its fan base.
Operating under the “One Team, One New York” theme, the program leverages the fast-pace and exciting nature of life in New York to position the Knicks and Madison Square Garden as the ultimate destination for basketball. Two TV spots are supported by print ads, direct mail, e-mail and banner ads.
“We wanted to capture the energy and the rush of unpredictable excitement that defines both the city and the Knicks’ style of basketball,” said Doug Klein, senior vice president and co-creative director for Rapp Collins-New York.
E-mail marketer Silverpop has launched a campaign for The Bombay Company, a specialty retail seller of traditional furniture, prints, and accessories. The campaign’s purpose is to drive sales and increase awareness for The Bombay Company’s new e-commerce program.
The Bombay Company is using Silverpop’s Dynamic Messaging 3.0 software to create and track e-mail campaigns and is implementing add-on service offerings, including an e-mail append feature to increase its list size.
“Bombay is a great example of a company that has taken full advantage of the interactive marketing medium,” said Bill Nussey, CEO of Silverpop. “As a retail company with a strong presence online, e-mail is a logical step in building customer relationships and driving sales.”
Additionally, Bombay said it intends to fully integrate its e-mail lists and tracking data with a new e-commerce site later this year.
Avenue A has added two members to its corporate advisory board. Andrew Parsons, the long-time director of McKinsey & Company, and Lois Miller, VP of Western region ad sales and marketing for Hearst Magazines, were chosen for their seasoned experience in traditional media.
Avenue A said the two industry experts will play a key role in accelerating the digital marketing firm’s growth.
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