The Washington Football Team has launched a fan-focused ad campaign titled “No Name but TEAM” that will “highlight the organization’s full roster, marking the WFT’s first major creative work since dropping its former “Redskins” name nearly two months ago,” reports AdAge.

“We’re heading into a new season; and not only a new season, but a new era of football,” says Stephen Perkins, the team’s VP of Marketing. According to AdAge,  Perkins hopes its placeholder identity can act “as a catalyst for fans to engage with the team’s evolution and history.

“The name change came amid sexual harassment claims from more than a dozen former employees and a Washington Post exposé that alleged the team shot lewd videos of its cheerleaders during a swimsuit calendar photography session. The NFL is considering fining or taking other measures against the team over the accusations, and some don’t rule out pressure on Daniel Snyder, owner since 1999, to sell the franchise.

“The organization—which is not yet choosing to disclose what creative agency or agencies worked on the new campaign—will focus much of its messaging on an immersive new website built to engage with fans. Visitors to the web hub, www.washingtonjourney.com, will be able to submit suggestions for new team names, logos, uniform designs and more during its ongoing rebrand.”

Perkins notes that “No Name but TEAM” will be a “full-funnel integrated campaign,” initially launching with a heavy digital footprint that will then grow to encompass broadcast, print, out-of-home and social components.

More here.

Photo: WJLA

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