ATLANTA Blue Sky will launch its fifth campaign for the Atlanta Thrashers tonight.
Dubbed "True blue," the effort includes television, radio, print and outdoor ads. Conceived by Tim Smith, creative director at the Atlanta shop, the work expands on a previous campaign theme, "Hockey love," by urging fans to "get serious about hockey."
One spot that airs tonight on local network and cable channels features an obsessed fan ranting on street corners.
"Our true blue fan is really just a giant wake-up call to make people stop and think about what they have right here in Atlanta," said Smith. This includes Stanley Cup-winning coach Bob Hartley, who was hired from the Colorado Avalanche in January.
"This was where the campaign needed to go, now that the team has been around, it's time to show team support," said Judy Hackett, senior vice president, business development. "The fanatic takes it one step beyond love."
Thrashers owner AOL Time Warner sold the National Hockey League franchise earlier this month to a group of eight investors, including former owner Ted Turner's son-in-law, J. Rutherford Seydel.