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The Romann Group is in a decidedly New York state of mind with its new $2 million print and outdoor campaign for Sports New York, a regional Web site aimed at die-hard New York-area sports fans.
“It’s almost like a neighborhood sports bar,” said Gad Romann, the New York shop’s creative director, of the site.
The ads are colored in-your-face red and play off the stuff that local sports fans’ dreams are made of. One (shown here) features a bogus newspaper headline reading, “Yankees’ Owner Abducted!” and carries the tagline, “Share your secret sports fantasies with others.”
“This site has a New York character,” Romann said, “which is why these ads are so provocative.”
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