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‘We Are All Kings’ Marketing Campaign Launches

by Sarah Sotoodeh / Los Angeles Kings

The start of October marked not only the beginning of a new season, but the launch of a unique marketing campaign, with the tag line “We Are All Kings” which celebrates the diversity of Kings fans across Southern California.

“No matter who you are or what you do or where you live in Los Angeles, we all have one thing in common, which is being an LA Kings fan. That’s something we can rally and unite around,” said Heather Bardocz, Kings Director of Marketing.

Fans can visit the “We Are All Kings” landing page on to view the first round of the campaign, which includes videos of Kings players paired with notable fans like actor Colin Hanks, producer Jerry Bruckheimer, Creative Artists Agency (CAA) executive David O’Connor, architect Frank Gehry and World War II veteran Michael La Vere.

With more to come.

“They’ve been Kings fans for a long time and you’ll see their stories develop through their videos, talking about how much they love the team and how long they’ve been a fan of the franchise,” Bardocz said.

As part of the campaign, the video series will highlight the player and fan pairing, as the two share a moment together on what makes them a passionate fan.

O’Connor, paired with Kings forward and assistant captain Anze Kopitar, has been a fan for nearly 30 years, since he moved to LA and started in the mailroom of CAA in 1983.

“After 29 years you sort of feel like you’re part of the journey with these people that you’ve come to know as athletes, it’s just a level of engagement that to me surpasses any form of entertainment that I know,” O’Connor told Kopitar in the video.

“Both of my kids are big fans and they’ve grown up watching you and this team come together, so it’s been an amazing experience,” O’Connor added.

New videos of players and notable fans will be added throughout the season to the website, giving fans an opportunity to hear their story.

Lowe says there are more than 130 outdoor units in the marketplace. The billboards feature compelling in-game celebratory shots, and fan and player interactions. The print aspect will include striking black and white photos of the paired player and notable fan as well as radio, TV and digital advertising to support the campaign.

“The main media kickoff campaign is about a month long, however we are going to continue to shoot and feed out these interactions between our players and fans,” Jonathan Lowe, Kings Vice President of Marketing, said. “It’s not just an advertising campaign, it’s a celebration of the fan, and the content is going to last throughout the year.

“We wanted a campaign to articulate the real passionate connection that fans and players share,” Lowe added.

The idea behind “We Are All Kings” came two years ago, but Bardocz says this year felt like the right time to implement the campaign and to show fans how much they mean to not only to the team but to the organization on the whole.

“We are all Kings is the ultimate way of doing that—to show how fantastic our fans are—because it doesn’t matter if you play on the ice or you sit in the stands or if you watch the game at home, we’re all part of it,” Bardocz said. “We are all part of the LA Kings and we’re all in this together.”

To watch the video series and the latest content, visit

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