Strikers Unveil 2015 Marketing Campaign
Published on March 19, 2015 under North American Soccer League (NASL)
Fort Lauderdale Strikers News Release
FORT LAUDERDALE, Fla. (Thursday, March 19, 2015) - The Fort Lauderdale Strikers today unveiled elements of their marketing campaign in advance of the 2015 North American Soccer League (NASL) season and their April 4 home opener. Strikers Managing Partners Madison Stanford and Ricardo Geromel made the announcement.
In coordination with David, an affiliate of global marketing agency Ogilvy & Mather, the club will utilize the acronym F.O.O.T. - Florida's Official Other Team to promote the organization. The campaign will be a multi-pronged approach and include a variety of outdoor advertising including billboard and static displays, as well as print, digital, and radio segments.
See attached documents for samples of advertisements that will go to market in the coming days.
The acronym is a triple entendre. In addition to spelling the body part used most while playing soccer, it's also a play on football (fî=BAtbol) - the word most of the world uses to refer to what those in the United States call soccer. As evidenced in the attached billboard, it can also capitalize on fans' passion for American football, arguably the most popular sport in the U.S.
While the club is South Florida's only professional soccer team, the slogan recognizes the crowded South Florida sports and entertainment marketplace and acknowledges the pre-existing international soccer loyalties of fans in the region.
"We certainly appreciate our loyal fans," said Stanford. "We also appreciate the Strikers legacy dating back to the 1970s. However, the new NASL is relatively young, and we're aiming to secure a new generation of fans."
The campaign is one of inclusion and aims to be accepting and inviting of fans that have a low level of familiarity with the Strikers brand.
"What I like most about the campaign is that it's humble and it allows us to reach out to a cross-section of our market," said Geromel.
The Strikers open the 2015 NASL Spring season on April 4, when they host the New York Cosmos at Lockhart Stadium. Tickets to the match start at just $12 and are available at Strikers.com .
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