Here is the official word from the Magic:
Orlando Magic Unveil Bold, New Marketing Campaign
Orlando, Fla. —To build off the organization’s history of success and resiliency, the Magic have unveiled a new, bold marketing campaign, “WE WILL.” This rebranded campaign ‘turns the page’ on the next chapter in Orlando Magic history. As the team and the Magic brand continue to grow, this evolution speaks to the Magic’s continued desire to put a championship product on and off the court.
“WE WILL” promises the Magic will do whatever it takes to put a winner on the floor and create a product Magic fans and partners can be proud of on all fronts. The shift from “Be Magic” to “WE WILL” was made to update the Magic’s message and reaffirm the franchise’s desire to be great. Hallmarks of the campaign are in the Magic’s mantra of hard work, competing every night, leading and inspiring as the Magic strive for excellence via integrity, strength, resilience and togetherness.
“The Orlando Magic is an organization whose mission is for excellence both on and off the court. “WE WILL” really reflects our team, coaches, staff and our mission,” said Magic CEO Alex Martins. “This new campaign signifies the beginning of a new era of excellence for the Orlando Magic and our fans. We are excited about the direction we are headed as we build on the legend and success already created and look forward to what the future holds.”
“For us, this campaign was relevant with or without the roster changes. We feel strongly that it’s a great statement and a strong message that we wanted to provide to our employees, our fans and all of our partners,” said Magic Vice President of Brand Management Roman Vega. “It’s designed to shatter any questions about us not wavering in our mission to compete for a championship and that everything we do is designed to put us in the best possible position to accomplish this.”
A team of 25 Magic staff members, including Martins, worked with local advertising firm, Great Big Circle, to create the new slogan which was designed to promise fans and partners that the Magic will rebuild. The Magic officially unveiled the new marketing campaign to Orlando and the Central Florida market on September 24. The team will utilize television, print, radio and billboard advertising as well as non-traditional avenues such as online, social media and in-areas. “WE WILL” will also be seen on game tickets, pocket schedules and in digital formats.
“We want the fans, season ticket holders and clients to establish that interpersonal connection with us as an organization,” added Vega, “and the values that we carry as an organization.”
Orlando’s NBA franchise since 1989, the Magic’s mission is to be world champions on and off the court, delivering legendary moments every step of the way. On the court, Orlando has won five division championships (1995, 1996, 2008, 2009, 2010), had seven 50-plus win seasons, and won the Eastern Conference title in 1995 and 2009.
Since the DeVos Family purchased the team in 1991-92, the Orlando Magic are tied for first in the NBA’s Eastern Conference with a winning percentage of .544. The Orlando Magic have finished with a .500 record or better in 16 of the last 20 seasons (since 1992-93), tied for fifth-best in the NBA. Orlando has also reached the playoffs 14 times in the last 19 seasons (since 1993-94), also tied for fifth-best in the NBA.
Off the court, on an annual basis, the Orlando Magic gives more than $2 million to the local community by way of sponsorships of events, donated tickets, autographed merchandise, scholarships and grants. Orlando Magic community relations programs impact an estimated 75,000 kids each year, while a Magic staff-wide initiative provides more than 6,000 volunteer hours annually. In addition, over the last 22 years more than $17 million has been distributed to local non-profit community organizations via the Orlando Magic Youth Fund (OMYF-MFF), a McCormick Foundation Fund since 1994, which serves at-risk youth.
Ticket highlights for the 2012-13 season in the Amway Center, named SportsBusiness Journal’s 2012 Sports Facility of the Year, include: 2,500 seats priced $20 or less, 8,000 seats priced $40 or less and 10,000 seats priced $50 or under. For ticket information log on to www.orlandomagic.com or call 407-89-MAGIC.
(Andrew Melnick is Howard the Dunk’s lead blogger, ESPN Florida’s Magic Insider (http://ESPNFlorida.com) and is the co-host of the ESPNFlorida.com Insiders Show Sunday mornings at 10:00 am EST. Subscribe to his RSS feed, add him on Facebook and follow him onTwitter to follow him daily. You can download the HTD app here)