It has been more than 21 years since the Winnipeg Blue Bombers last won the Grey Cup, and the franchise has enjoyed just three winning seasons since 2004. Its fans, however, remain loyal. The Bombers achieved at least 88% capacity at the 29,533-capacity Canad Inns Stadium in four of the past six seasons, even exceeding capacity in 2011 – their last full season at their home since 1953 before moving to Investors Group Field this year.
The team’s new “Always Your Team” campaign from Winnipeg agency McKim Cringan George (MCG) – the franchise’s agency of record since 2004 – uses TV, radio, print, online and out-of-home to showcase the seemingly unbreakable bond between the Bombers and their fans.
All of the ads feature the word “always.” A print ad showing wide receiver Greg Carr, arms outstretched for the ball with a defensive player draped over him, is accompanied by the phrase “There is always a chance for glory,” while a web ad promoting the Bomber Store reads “supporting your team always looks good.”
The marketing also incorporates the Bombers’ “new” team logo, which abandoned the image of the football and lightning bolt in use since the mid-1990s in favour of the original stylized “W” used for much of the franchise’s history. The “W” in the team logo is front and centre in the “Always Your Team” tag.
A two-minute “brand story” video housed on the Bombers’ Facebook, Twitter and YouTube pages uses archival footage to showcase key moments in the team’s history. Cut-down versions of the video have been turned into a pair of 30-second TV spots currently airing during primetime shows including Hockey Night in Canada.
It is the Bombers’ first use of TV advertising since Winnipeg hosted the 2006 Grey Cup, said Jesse Cringan, account director with MCG.
“We wanted to elevate the brand,” said Cringan. “Not that it wasn’t in a good spot before, but it’s maybe the most exciting year the club has ever had – a new home, new logo, new revenue streams. The sporting environment in Winnipeg is unlike it’s ever been before.”
MCG’s long history with the Bombers helped bring the campaign to life, said Cringan. “There are Winnipeg football historians that work here,” he said. “They know the fine details and the ins and outs of the club and its history. [The campaign] was about bringing that to the forefront.”
The campaign also promotes the Winnipeg Blue Bombers Scratch Lottery – a first for the CFL – and the team’s retail outlet The Bomber Store. Future messages will also promote the Bombers’ new stadium, Investors Group Field, set to open midway through the 2012 season.
The campaign will also rely on extensive online advertising when the marketing focus shifts from season-ticket sales to game day sales, said Cringan.
