The Penguins announced on Friday that they have a new marketing campaign for this year’s upcoming season. The campaign is called “Destiny Has A New Home” and was designed to promote the team’s newest arena. While the title implies that it is only for the new facility, it has a deeper meaning. The Penguins want this year to be about optimism through the team, but also the fans and the city of Pittsburgh. The campaign is aimed at fans aged 21 to 39. “Destiny Has A New Home” is replacing their previous campaign of “Defy Ordinary” and all involved are very excited about the new slogan.
The promoters of this campaign hope people will enjoy the simplistic nature of the message and hope people will use their imaginations during the Penguins advertisements. The Pens have a great history in hockey and are hoping this campaign will help to continue their success. However, they do not want this campaign to be throwing their titles in everyone’s face. They want it to be professional and respectable. “We didn’t want to go around posting pictures of the Cup everywhere. There is a bad mojo that comes with doing that. Such an attitude also isn’t consistent with the first-class reputation of the franchise.” – Dave Kwasnick, the lead creative director of the South Side-base advertising firm who helped the Penguins formulate this campaign.
The Penguins new campaign will hopefully be a success for the team and all of their fans. They want to assure their fans that the slogan of “A Great Day For Hockey” is not being replaced, just made stronger.
