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Owens Corning is ex panding its involvement with college basketball’s National Invitation Tournament, and is backing the sponsorship with a campaign that includes a new tagline.
The company’s relationship with the post season NIT began last March with an interactive game, a print campaign and a re-edited television spot. It now extends to the Preseason NIT, scheduled for Nov. 27-29 in New York.
The new effort, created by Doner in Southfield, Mich., features the company’s Pink Panther mascot and includes a reworked version of previous TV and radio, more extensive print, another interactive game and a presence at Madison Square Garden during the tournament’s semi finals and finals.
The new tagline, “In novations for living,” replaces “Owens Corning.
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