The Tampa Bay Lightning unveiled its ‘Be the Thunder’ marketing campaign for the 2011-12 regular season today, calling on all hockey fans throughout the Bay Area to come together and be loud in support of the Bolts all season long as the highly-anticipated start of the regular campaign quickly approaches.
Launched as the direct result of countless interviews with the same raucous crowds which packed the St. Pete Times Forum each night during an exciting and improbable playoff run, the ‘Be the Thunder’ campaign features a refreshed focus on the team’s identity and its brand, highlighting and paying tribute to the Lightning’s passionate fan base. Both the exterior and interior of the St. Pete Times Forum are being transformed to offer guests the best fan experience possible, presenting signage consistent with the campaign throughout various parts of the building.
“The new campaign calls on our dedicated, passionate fans to ‘Be the Thunder’ behind the Lightning,” said Chief Operating Officer Steve Griggs. “Through strength in numbers, our fans are encouraged to serve as that force of nature as we implore them to create a raucous atmosphere in our building for every home game and provide unwavering support in the community.”
The vision for the campaign is being brought to life through several traditional advertising mediums, along with a newly-placed emphasis on social media across multiple platforms; cultivating Lightning fans for life with interactive fan outreach initiatives and online contests. The campaign will also recognize the diversity of Tampa Bay Lightning fans, assisting in reaching the numerous demographics that encompass the fan base.
“Last season we placed great emphasis on our ownership and management’s commitment to the team’s long term success and to the community,” Vice President of Brand Management Lynn Wittenburg said. “Now, we’re turning our attention to the fans, the most integral players on our team. We encourage them to come together, be loud and share with us a one-of-a-kind experience as we continue to proudly cement our presence in Tampa Bay.”