作者bunnyman ()
看板Rockets
標題[外電] 新賽季口號：Get Red, Houston!
時間Fri Sep 5 16:52:45 2008
http://www.nba.com/rockets/news/Rockets_launch_marketing_campa-281620-34.html
Thursday September 4, 2008 7:30 PM
Get Red, Houston!
Rockets launch marketing campaign for 2008-2009 season
Jason Friedman
Rockets.com Staff Writer
It’s the color of passion and energy. It represents fire, heat and intensity.
In so many ways, red is the color which perfectly reflects what the Houston
Rockets and their fans are all about, especially with regard to this upcoming
season - one in which excitement is already building to a fever pitch. So that
’s why, more than ever before, the Rockets are charging you to, “Get Red.”
Marketing director Ken Sheirr explains the concept behind this year’s powerful
marketing campaign:
“The idea began taking shape during the streak last year when the city was so
incredibly engaged. Houston fans were demonstrating passion like we haven’t
seen since the championship years. It got us thinking about the fans really
taking ownership of the team. We wanted a campaign that was a call to action –
something that would keep Rockets fans involved all season long.”
The campaign’s kick-off commercial shows Houston turning red in anticipation
of the season. Consider it a call to arms for a city possessing a rich
basketball history.
“For the uninitiated, ‘Get Red’ means ‘get on board,’ ‘get tickets,’ and
‘get downtown to Toyota Center,’” explains Sheirr. “The city is turning red
and you should too.
“It’s about getting energized, getting excited, getting red-faced and, quite
literally, wearing red. So for a fan, that means showcasing Rockets red all
around town. And perhaps more importantly, showcasing that red passion inside
the arena. We want to see a sea of red like we’ve seen in the playoffs. We
want that all the time. We want fans to always consider coming to the games in
red and being as excited and energized as possible.”
Now that the campaign is underway, get ready to see red everywhere you go - on
billboards, TV and, the internet. As you can see, Rockets.com has already
undergone the transformation to a bolder, cleaner and, yes, redder look. Of
course, all of this is only the beginning. Far grander plans will be unveiled
as Rockets fever continues to spread.
“Opening night is going to be uber-redified,” says Sheirr. “You’re going to
see red everywhere – signs, t-shirts, napkins, everything. The players are
going to be wearing their road red which we’ve never done in this arena. We’
re going to try to break the world record for most painted faces in a single
venue. We’re actually going to have a Guinness official here.”
This year’s campaign also marks the culmination of a process which actually
began back in 2003 when the Rockets returned to red as their dominant color.
Since that time, the franchise has been organically driving the team’s
association with the color red and it’s obviously something which has
resonated with the club’s core fans.
“We want to be like Celtics’ green and Lakers’ gold," says Sheirr. "We want
Rockets’ red to be nationally recognized as a big part of who we are and what
our brand is. We want to own the color locally and, quite frankly, when we win
the championship this year, we’ll own it nationally, too.”
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http://sports.tom.com/2008-09-05/0424/26006119.html
火箭新賽季新口號激情出爐 火紅飛揚盼書寫新篇章
TOM體育訊 北京時間9月5日消息，細心的火箭球迷已經發現，如今火箭官網的色調改變明顯
，原來的多色混雜正悄然被通篇火紅取代，而就在這一片火紅之中，火箭新賽季的口號今日
正式出爐：火紅飛揚，休士頓！
2008-09賽季，火箭的將大力推廣紅色這一球隊主色，作為一種洋溢著激情與能量的色彩，
紅色代表了火焰、熱忱和強悍，而從多個方面來看，紅色也完美地象徵了火箭隊和它的球迷
們，尤其是即將到來的新賽季，預料中的狂熱觸手可及。有鑑於此，火箭新賽季的口號定為
“get red Houston(火紅飛揚！休士頓)”。
背靠火箭新賽季的龐大球市，球隊市場部經理肯-謝爾向媒體詮釋了新口號的意義。他坦言
新口號的創意成型于上賽季火箭連勝的輝煌時期，當時火箭球迷展現的熱情令球隊感到震撼
，自1994-95奪得總冠軍後，火箭已經久違了這一份激情。球隊管理層意識到，球迷才是火
箭真正的主宰，由此他們希望，在整個新賽季中球迷都能夠始終如一地對火箭濃情似火。
謝爾還指出了這個口號的另一層意思，那就是火箭將在新賽季中志存高遠，紅色將激勵火箭
將士為休士頓再創歷史而奮鬥。謝爾同時指出，“火紅飛揚”其實也吹響了球迷們的“集結
號”，鼓勵他們去獲得球票、去豐田中心為火箭呐喊。
謝爾還表示，新口號還致力於鼓舞球迷的興奮勁，鼓勵大家塗著油彩去為火箭呐喊、身著紅
杉去為火箭加油。對於一名球迷來說，這個口號要讓“火箭之紅”遍佈整個休士頓，當然更
重要的還是能在球場內見證那種紅色詮釋的激情。去年在季後賽裡，豐田中心那一片紅色的
海洋依舊歷歷在目，大家都希望這一幕能夠長久，管理層希望球迷能在去加油的時候身穿紅
色的衣服，同時盡力展現他們的激情和能量。
如今火箭的新口號已經誕生，謝爾號召球迷做好紅色遍佈休城的準備，屆時看板、電視、網
路將“層林盡染”，在這一點上火箭官網已經先行一步，一切才剛剛開始，後續的推廣工作
力度更大。
謝爾透露，新賽季火箭的揭幕戰上，紅色將成為鋪天蓋地的主題，到時候放眼望去一定紅火
遍地，各種標識、T恤甚至連餐巾紙都是紅色的，火箭將士則會身披紅色的客場隊服亮相，
這在豐田中心也是破天荒的第一次，屆時臉頰塗紅的球迷數量有望打破世界紀錄，球隊管理
層已經在為此做著準備。
2003年火箭就將紅色作為球隊主色，自那以後，火箭一直在宣傳紅色火箭的主題，對於許多
火箭的鐵杆球迷來說，紅色也已經深入人心，而此次新口號的推出也將這一宣傳推向高潮。
謝爾最後表示，球隊管理層的終極目標是將火箭的紅色變成和凱爾特人的綠色、湖人的金色
一樣的球隊標誌色，火箭官方希望全美球迷都能認可紅色代表火箭並成為球隊的品牌，不只
是在休城擁有這一抹紅色，將來等火箭奪得總冠軍的時候，火箭能在全美範圍內擁有這一片
亮紅。
而對於中國球迷來說，紅色是再親切不過的顏色了，或許這也是火箭管理層考慮的重要方面
。
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◆ From: 202.175.121.107
推 happyhello:Get Red, Houston! 09/05 16:54
→ bunnyman: Get Red, Houston! 09/05 16:56
推 bank1000: Get Red, Houston! 09/05 16:58
推 sen0411: Get Red, Houston! 09/05 17:00
推 madeB: Get Red, Houston! 09/05 17:01
推 mixco: Get Red, Houston! 宣傳廣告快出阿！ 09/05 17:08
推 alex1009: Get Red, Houston! 09/05 17:11
推 turtlelee: Get Red, Houston! 09/05 17:12
推 jorden: Get Red, Houston! 09/05 17:14
推 temma: Get Red, Houston! 09/05 17:29
推 homocat:剛想轉，翻譯過來，就是，休斯頓，破處！！ 09/05 17:32
推 red0718: Get Red, Houston! 09/05 17:32
推 ACROMA: Get Red, Houston! 09/05 17:48
推 ggne: THIS IS TIME 09/05 19:04
推 RonArtest93:什麼!? 新賽季將找來reed跟前射手Houston組成五巨頭 09/05 19:51
→ RonArtest93:!? 09/05 19:51
→ RonArtest93: redd 09/05 19:51
推 tracy2817038:Get Red, Alston! 09/05 20:29
推 mkflyk23: Get Red, Artest! 09/05 20:50
推 kinman1015: Get Red, Artest! 09/05 20:54
推 SMALLZCH: Get Red, Houston! 09/05 22:12
推 nofun:大家有沒有發現火箭的隊旗和五星旗以及台灣國旗顏色一樣耶！ 09/05 22:54
→ nofun:姚明正好也加入火箭，民民之中自有天意!! 09/05 22:54
推 james20631:接下來會發現出場音樂會改成義勇軍進行曲嗎?? 09/06 00:02
推 shower0713:Get Red, Houston! 09/06 00:07
推 MCKING: Get Out, Round 1! 09/06 00:17
推 ggne:推大溼 09/06 00:22
推 shinn816:大紅燈籠高高掛! 09/06 01:29
→ SMALLZCH: 血染整個NBA吧，休士頓！ 09/06 09:43
推 Arbay:要來迎接紅色警戒惹~! 09/06 10:48
推 xz0310022:Get Redd, Houston! 09/06 11:47
推 party100046: Get Red, T-Mac! 09/06 23:33