MLS San Jose Earthquakes

Earthquakes Announce New 2009 Marketing Campaign

Published on February 27, 2009 under Major League Soccer (MLS)
San Jose Earthquakes News Release


SAN JOSE, Calif. - The San Jose Earthquakes announced today their new, exciting marketing campaign for the 2009 season. The in-house campaign prominently features star midfielder Darren Huckerby, local product Joe Cannon and the up-and-coming midfielder Shea Salinas along with members of the entire team across a number of different media and outdoor advertising. To view elements of the campaign go to sjearthquakes.com.

"We are proud to announce this new campaign," said Earthquakes Executive Vice President David Alioto. "The goal of this campaign is to spotlight the personalities and stories of our players to create an even stronger bond between our team and the local community. We feel that this campaign will continue to increase our presence around Northern California."

The campaign will feature four different television spots, highlighting the personalities of the team. The first spot chronicles English midfielder Darren Huckerby's journey from stardom at Norwich City in England to a starring role for the Earthquakes. The commercial, titled "What's a Huckerby?", highlights his unmatched loyalty to both Norwich City and the San Jose Earthquakes.

The life of long-time Bay Area soccer star Joe Cannon is the focus of the second commercial spot, named "What's a Cannon?" Cannon grew up in Los Altos Hills and has spent nearly his entire life in the Bay Area as a soccer fixture, playing for the Mountain View Los Altos Shooting Stars youth club, St. Francis, Santa Clara University and finally the Earthquakes. One of the top goalkeepers in MLS, he also has developed one of the strongest fan followings in Bay Area sports.

Playing off the name Salinas, second-year midfielder Shea Salinas appears in the third spot, "Where's Salinas?" A lightning-quick midfielder, Salinas grew up in Texas and later blew by the competition at Furman University. As a rookie in 2008, he excited the crowds at Buck Shaw Stadium with his attacking style and enthusiastic personality.

A fourth spot will debut later in the season, featuring an eclectic mix of players that defines who the Earthquakes are, a diverse team composed of players from around the world.

The outdoor component of the campaign features freeway billboards with the "What's a Huckerby?" slogan in different locations around the South Bay. Surface street billboards will include Huckerby, along with long-time Quakes midfielder Ramiro Corrales. Corrales' billboard, "Corrale al Fútbol", and Huckerby's billboard will appear in a number of locations around San Jose. The outdoor elements also include street banners in Downtown San Jose, along with bus advertising, featuring Huckerby, Cannon and Salinas, from San Jose up the Peninsula.

The Earthquakes also have created an unprecedented new partnership with KNBR 680/1050. The partnership will feature regular advertisements on both KNBR 680 and 1050, along with an increased presence on station programming. Every Friday on KNBR 1050, a five-minute Earthquakes report will air immediately following the "Razor and Mr. T" show, which airs from 3-7 p.m. Monday-Friday. The Earthquakes and KNBR will also work together on a number of giveaways and promotions during the season, while the Quakes presence on the KNBR website will be significantly enhanced.

On radio, the Quakes will also continue their longstanding relationship with Mix 106.5. This partnership will include advertising along with collaboration on promotions and community events.

At the grassroots level, 2009 will see the debut of the Earthquakes/Amway Global Street Team. This group will appear at numerous festivals and events throughout Northern California to help increase visibility for both the Earthquakes and Amway Global brand. In the past, the Earthquakes have had a presence at Cinco de Mayo in San Jose, Carnaval in San Francisco and numerous youth soccer tournaments, among other events. Amway Global partnered with the Earthquakes to be the team's jersey sponsor beginning in 2009.




Major League Soccer Stories from February 27, 2009


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