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5/21/06
Storm Launches 2006 Brand Campaign "Seeing is Believing"
The Seattle Storm today announced the launch of "Seeing is Believing," the team's brand campaign for the 2006 WNBA season. The campaign's concept was developed by Sedgwick Rd., the Storm's advertising agency since 2003. Sedgwick Rd. also developed the team's "Bring It" campaign featured over the past three seasons (2003 through 2005).
In early 2006, the Storm challenged Sedgwick Rd. to create a campaign illustrating the positive direction in which the team is heading. The Storm also asked Sedgwick Rd. to factor into the campaign its business goals for the 2006 season such as retaining season ticket holders, increasing attendance and growing the fan base.
"We are confident about the quality of basketball played by the Storm and the experience we provide to Storm fans each and every night at KeyArena," said Karen Bryant, Storm Chief Operating Officer. "The 2006 campaign is designed to reinforce the Storm game experience to existing fans while also inviting new ones to check it out. Seeing is Believing."
The strategy for the 2006 campaign was to focus on the Storm's energized, in-arena experiences and to invite fans to share their passion for the Storm and the arena's electric atmosphere with family, friends and co-workers. The organization is confident that once someone sees their first Storm game, they are hooked and excited to return.
"For pure excitement and passion, there's nothing like being at a Storm game for a sports fan, but you've got to go to a game to get it. The players, the fans and the in-game experience create a two hour adrenaline high," said Jim Walker, President of Sedgwick Rd. "'Seeing is Believing' is an invitation to find out what Storm fans already know, once you go, you'll be hooked."
In developing the campaign, Sedgwick Rd. utilized fan segmentation research from the WNBA and Storm that pointed to women and families as being the largest opportunities for growth of the fan base. The agency also took into account the WNBA's 2006 brand campaign "Have You Seen Her?" The "Have You Seen Her?" campaign underscores the depth and breadth of the athletes who play in the league are multi-faceted role models, believers, dreamers, achievers, students, teachers, leaders and champions.
The Storm's "Seeing is Believing" campaign will be displayed throughout the Seattle region in a variety of advertising channels including billboards, radio spots and print. For more information about "Seeing is Believing" log on to storm.wnba.com.
Tuesday, May 23, Seattle will host the Houston Comets at 8 p.m. The Houston game will be televised to a national audience on ESPN2. All Storm home games will be played at the Key this summer, the team's seventh season in the WNBA. For additional information on 2006 Storm single-game tickets, group tickets or ticket packages, call 206-217-WNBA or log on to storm.wnba.com.
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