Lightning Outdoor Campaign to Hit Streets August 1
/ Tampa Bay Lightning
TAMPA BAY – The Tampa Bay Lightning’s new outdoor marketing campaign will hit billboards throughout Hillsborough, Pinellas and Manatee counties beginning August 1. The boards feature Lightning superstar Vincent Lecavalier, the Tampa skyline and the phrase My Game, My Team, My Town. The look and feel is dark and cool, incorporating the night-time Tampa skyline underneath ice.
"The new outdoor campaign is designed to show the community we are getting ready to do battle,” said Mark Gullett, senior director of marketing for the team. “The look and feel of the campaign mirrors the intensity our team looks to display on the ice. The breadth and depth of the outdoor messaging is yet another demonstration of Oren and Len’s fierce commitment to winning, not only on the ice, but off the ice as well."
The My Game. My Team. My Town. campaign unleashes the palpable excitement of a Lightning hockey game. With the use of the word “my” the message is personalized, creating ownership and a connection between the team, the fans and the community – calling upon Hockey Bay, USA for strength and support as an extension of the team. The campaign often utilizes images of Lecavalier, an immensely popular Lightning brand ambassador, and embodies the gritty hard-hitting vibe of the game with a bold and edgy tone.
Hockey Bay, USA was introduced as a moniker for the Tampa Bay area, speaking to the success of the team and the support it receives from its fans. This “umbrella” tagline was designed to be a proud, family brand with long-term staying power.
The campaign features 41 billboards during the month of August, with 21 in Hillsborough County, 15 in Pinellas County and five in Manatee County. In September the campaign changes to 17 billboards in prominent locations, including I-275, I-4, I-75, U.S. 19 and Dale Mabry Highway. The campaign will also be supported season-long with print, direct mail and radio advertisements.
Lecavalier, who recently signed an 11-year contract extension aimed at keeping him in Tampa Bay for the remainder of his career (age 39), is the focus of the campaign. He will be featured on all the billboards in various intense poses with “My Town” in bold letters, emphasizing the commitment by him and the team to the Tampa Bay community – Hockey Bay, USA.
FKQ Marketing & Advertising created the Hockey Bay, USA and the My Game, My Team, My Town. campaigns for the Lightning. Team photographer Scott Audette shot the pictures of Lecavalier which will be used in the outdoor campaign.