WNBA Minnesota Lynx

Minnesota Lynx Joins Forces With A|B GroupOne

March 3, 2008 - Women's National Basketball Association (WNBA)
Minnesota Lynx News Release


MINNEAPOLIS/ST. PAUL - The Minnesota Lynx announced today that they have hired Minneapolis advertising agency A|B GroupOne to work on all marketing and advertising efforts for the 2008 season, including the promotions for the Lynx 10th Anniversary celebration. The agency's work will begin rolling out this week with the debut of a new campaign for the Lynx, "Primal Aggression, Passionate Basketball."

Based on the premise that every athlete has a bit of animal in them, the Lynx players embody the strength and fierceness of the lynx species, which they demonstrate through their playing style and emotion on the basketball court. The 2008 marketing campaign will focus on the primal aggression and pure passion of basketball. This campaign centers on exposing the Twin Cities to the organization's biggest asset - the players - while emphasizing the personality and the passion that they display on and off the court.

Along with a re-branding of the Minnesota Lynx that highlights the athleticism of the Lynx players, A|B GroupOne will also create a campaign that spotlights some players on the Lynx roster. The initial creative of the campaign will feature an illusory image combining the faces of All-Star guard Seimone Augustus and a lynx.

"As we head into our 10th Anniversary, we felt that this was the perfect opportunity to elevate our marketing efforts by focusing on a brand strategy that would allow the Minnesota Lynx to establish our brand and increase awareness in the market on a year-round basis," said Lynx Vice President of Business Operations Angela Taylor. "The women's game continues to evolve into an amazing combination of skill, finesse, teamwork, and athleticism reminiscent of what James Naismith and John Wooden envisioned decades ago. Our players are amazing women who are the best women's basketball players in the world, as well as incredible role models in the community. Those commendable characteristics will be conveyed throughout this campaign."

The campaign placement will include the prominent billboard on the corner of 1st Avenue and 7th Street overlooking the Target Center, as well as various billboards across the Twin Cities metro area, the advertising on the sides of Metro Transit buses, and inside bus shelters throughout the Twin Cities. The campaign will also explore new media relationships through television, print, radio, and the Internet.

The initial phase of the campaign will run throughout the next 10 weeks, culminating with the "10 Days of Mayhem," a 10-day celebration full of events, player appearances, and community service that will lead up to the opening game of the Lynx 10th Anniversary Season on May 18 against the Detroit Shock. The campaign will continue throughout the regular season and the playoffs.

The Lynx will also roll out a street team that will visit local nightlife and community events, signing fans up for grand prizes, tickets, as well as giving away Lynx gear.

A|B GroupOne is nationally recognized for building brands by "advertising with buzz" through media outlets such as Time magazine, The New York Times, USA Today, and CNN. Their clients include Barton Brands, H&R Block, The Minneapolis Public Library and United Way.

"Getting a blue-chip brand to buzz begins with tapping great assets. We are incredibly excited to tap the hidden value in both the Minnesota Lynx, the WNBA and the sport of professional women's basketball," said Chris Birt, A|B GroupOne Principal. "Ultimately we have a team and a sport that is played with a passion that is unmatched anywhere in the world. It is all about world-class basketball with a whole new vibe."

"We are committed to becoming the model franchise in the WNBA in all phases of the business, and A|B GroupOne was the agency that we felt could help us accomplish that goal," Taylor said. "The work they have done in strengthening the brands of both local and national companies is phenomenal and we look forward to building the Lynx brand with Chris Birt and his team."

The Minnesota Lynx will open their 10th Anniversary Season on May 18, 2008, against the Detroit Shock. Season and group tickets are on sale now for this historic season. Be a part of the celebration by calling 612-673-8400, e-mailing tickets@lynxbasketball.com or visiting www.lynxbasketball.com.

Check out the Minnesota Lynx Statistics



Women's National Basketball Association Stories from March 3, 2008


The opinions expressed in this release are those of the organization issuing it, and do not necessarily reflect the thoughts or opinions of OurSports Central or its staff.

OurSports Central