Coming off the success of the Toronto RaptorsB次元官网网址� B次元官网网址淲e The NorthB次元官网网址� brand campaign, the pressure was on the organization to deliver for the 25th anniversary of the NBA franchise.
The marketing bosses with the teamB次元官网网址檚 parent company Maple Leaf Sports & Entertainment are confident that B次元官网网址淩aptors Two FiveB次元官网网址� will do just that.
B次元官网网址淚tB次元官网网址檚 one thing to be relevant but relevancy is continually renewing,B次元官网网址� said MLSE senior marketing director Jerry Ferguson. B次元官网网址淭hereB次元官网网址檚 no complacency because you continually have to refresh and do something different.B次元官网网址�
The B次元官网网址淭wo FiveB次元官网网址� image features a right hand with two fingers making a victory sign and a left hand with all five digits extended.
B次元官网网址淔or us the logo becomes an opportunity for fans to participate and it doesnB次元官网网址檛 have to be rigid,B次元官网网址� Ferguson said. B次元官网网址淚tB次元官网网址檚 more flexible and itB次元官网网址檚 more participatory. ThatB次元官网网址檚 why we think itB次元官网网址檚 cool.B次元官网网址�
ItB次元官网网址檚 part of wide-ranging promotional plans released Thursday night that will celebrate the RaptorsB次元官网网址� history. An 18-foot B次元官网网址淭wo FiveB次元官网网址� installation will be unveiled Saturday during the cityB次元官网网址檚 all-night Nuit Blanche art festival, which begins Friday evening.
The regular-season opener Oct. 22 against the visiting New Orleans Pelicans will be devoted to the ring ceremony and unfurling of the championship banner.
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The next game at Scotiabank Arena, on Oct. 28 against the Orlando Magic, will be the first of six B次元官网网址�95 RewindB次元官网网址� nights. The Raptors will wear white and purple dinosaur jerseys and play on a 1995-style hardcourt.
With the Grizzlies also celebrating their 25th anniversary, the teams will wear throwbacks in Memphis on March 28 and on the return date in Toronto on March 30.
Other B次元官网网址�95 RewindB次元官网网址� games are set for Dec. 11 against Kawhi Leonard and the L.A. Clippers, the Jan. 28 and April 10 games against Vince Carter and the Atlanta Hawks and the Feb. 25 game against the Milwaukee Bucks.
B次元官网网址淲eB次元官网网址檙e thinking of these nights as like a time machine or a stepback jumper through different ages,B次元官网网址� Ferguson said. B次元官网网址淲eB次元官网网址檒l be having a lot of fun remixing music, fashion, moments from the past to make that in-game experience really fun.B次元官网网址�
A promotional graphic featuring the B次元官网网址漈wo FiveB次元官网网址� gesture combines a wide variety of hands from young to old with different ethnicities. Shannon Hosford, the chief marketing officer at MLSE, said authenticity was key for the promotional effort.
B次元官网网址淲eB次元官网网址檙e talking about the Raptors brand but also the game, where the game has come and how itB次元官网网址檚 representing Toronto and Canada now,B次元官网网址� she said. B次元官网网址淭o do the right things and not just to do them because we want to be different, but do it in a way that weB次元官网网址檙e relevant and culturally relevant.B次元官网网址�
鉁岎煆拣煠氿煆�
B次元官网网址� Toronto Raptors (@Raptors)
A tagline for the promotion references the RaptorsB次元官网网址� early years when they played home games at SkyDome, the venue now called Rogers Centre thatB次元官网网址檚 home to Major League BaseballB次元官网网址檚 Toronto Blue Jays.
B次元官网网址淭wenty-five years ago we were a basketball team, playing in a baseball stadium, in a hockey town,B次元官网网址� it reads. B次元官网网址淭oday weB次元官网网址檙e world champs.B次元官网网址�
An estimated two million supporters were on hand for the RaptorsB次元官网网址� parade and celebration last June. The team defeated the Golden State Warriors in a six-game final to win the NBA championship for the first time.
B次元官网网址淥ur challenge is not to convince people that we are a serious contender anymore,B次元官网网址� Ferguson said. B次元官网网址淲eB次元官网网址檙e here and weB次元官网网址檝e arrived. WeB次元官网网址檝e proven everyone wrong and now weB次元官网网址檙e opening up the next chapter.B次元官网网址�
Gregory Strong, The Canadian Press
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