America's Cup Team Taps Blazing Paradigm
SAN FRANCISCO--The America True team, challengers for America's Cup 2000, has hired Blazing Paradigm here to handle advertising and marketing assignments to attract corporate sponsors.
The business was awarded without a review, according to creative director Sam Pond. Blazing Paradigm was recommended by America True's marketing director, Chuck Riley, who is also marketing director for American Motorcycle Technologies, another of the agency's clients, said Pond. Billings were not disclosed.
"We selected Blazing Paradigm based on past accomplishments of key people at the agency as well as the outstanding work they are doing for active clients," said Riley. "I've been very pleased with their initiative and creative talent."
"The great thing about this client is that their positioning is unique," said Pond. "This sport is male-dominated and has been associated with the elite. But America True is a people's boat, with a coed team and a female captain [Dawn Riley] who challenge the old concept of sailing."
One of Blazing Paradigm's first tasks is to develop a CD-ROM targeting potential corporate sponsors. "The CD-ROM will explain the technology of the boat, define what America True stands for and demonstrate how a corporate sponsor can benefit from supporting [the yacht]," said Pond.
Blazing Paradigm will also launch a national print campaign later this year, said Pond. "We have to develop a media plan, but you can expect to see the ads in magazines that CEOs and advertising and marketing executives would read," he said.
Headquartered in San Francisco, America True operates a store and visitors' center at Pier 17 along the city's waterfront. Blazing Paradigm will create advertising to promote the center, which is being expanded, Pond said.