Originally posted on Fox Sports Ohio  |  Last updated 6/18/12
After another disappointing season that saw the Columbus Blue Jackets at their worst, finishing last in the NHL and seeing their playoff chances disappearing as early as Thanksgiving, the clubs marketing department is putting out a rally cry for fans to get behind. Ladies and gents, the clubs got a new marketing campaign going into a 2012-13 season that may not include Captain Rick Nash, but will include the NHL All-Star game in Columbus. And theyre hoping you Join the Battle. Its a rallying cry and an acknowledgment that we recognize we have work to do, said John Browne, the clubs senior vice president and chief marketing officer. Were excited about it. In some ways its got kind of a hybrid of Carry the Flag' and Gotta See It Live. Carry the Flag is a call to action to fans. Gotta See It Live was about the arena experience. Join the Battle is about embracing all that. We hear the players use its a battle out there, but its also a rallying cry for the fans to get behind the team as we continue to get better. The clubs first ad of the new campaign rolled out Sunday in the Columbus Dispatch. But the entire campaign in all forms will hit Columbus Monday via television ads, radio and other social media avenues. (The new campaign is) initially focused on promoting the draft party next Friday, said Browne of the free Friday event that begins at 6 p.m. at Nationwide Arena and will have live 2012 NHL draft coverage from Pittsburgh, Pa., beginning at 7 p.m. (The new campaign) will then move into ticket sale initiatives. Browne said ticket sales are up approximately 13 percent over last year at this time. Things are going actually well, he said. Renewals are better than expected. I think a lot of that is attributed to the All-Star game. Fans who visit BlueJackets.com or call 1-800-NHL-COLS for ticket packages for next season are able to get special access to the 2013 NHL All-Star game in Columbus, depending on what they purchase. Browne said the special promotion has certainly helped us. Whats also helped is reaching out to fans in social media, which Browne said will continue into the next season as part of the clubs digital platform. We recognize there are a number of people out there blogging (about the team.) Weve embraced it, said Browne. We are working closely with them and communicating with them often. We gather their feedback and try to answer questions and provide them information. The club also reached out to the fan base on the new campaign, looking for feedback on the slogan that was pitched to the club by a New York City advertising firm specializing in sports marketing. For the people weve tested it with, the reaction has been positive, said Browne. Its the message that we should be coming out with. Browne said hes aware of the critics that are cynical of a club thats yet to have a competitive on-ice product, but as far as this new campaign goes, All the feedback has been positive. Youre always going to have some critics and some level of cynicism. We get that. We know we need to improve, said Browne. And were excited to see what the next few weeks are going to bring to the on-ice product. Brownes hoping the NHL draft, where the Blue Jackets will have the second and possibly 30th pick in the first round, will bring some excitement to the fan base and let the new campaign come to life through them. One thing we like about the new campaign is that theres a natural extension with the activation of it. Theres a lot we can do with this theme. Its more than just a tagline, he said. We can actually bring it to life in the way we operate; our vernacular. Thatll be part of the experience. Speaking of the experience, the club is continuing to find ways to keep the in-game experience a good one at Nationwide Arena next season. In addition to an all new scoreboard that includes LED functionality, HD quality and an enhanced sound system, the club is looking to make the fan experience interactive. Were going to continue to build on the game experience. Its certainly a focal point, said Browne. We know people have a lot of entertainment choices in Columbus. So the experience of coming here needs to be special and unique.
GET THE YARDBARKER APP:
Ios_download En_app_rgb_wo_45
MORE FROM YARDBARKER

NFL Draft prospect charged with knocking woman out

Patrick Beverley criticizes NBA for not protecting players

Report: At least four teams looking to trade out of top 10

Bill Parcells on Tony Romo: ‘I was glad he retired’

Report: Garoppolo remains 'long shot' to be traded

LIKE WHAT YOU SEE?
GET THE DAILY NEWSLETTER:

Report: Packers coaches upset with GM Ted Thompson

Rondo fined $25K for attempting to trip Crowder

Logan Morrison curses out umpire CB Bucknor mid at-bat

Raptors jab Bucks on Twitter after Game 4 victory

Report: NBA GMs not hesitant to draft Lonzo Ball due to father LaVar

DeShone Kizer changes course, stands by Tom Brady-Cam Newton quote

The 'It's not good to play the King' quiz

Best of Yardbarker: David Fizdale and the Grizzlies won't go down quietly

Three Up, Three Down: Home run hitters are heating up

The 'Even the Browns can't mess this one up' quiz

25 times Mother Nature disrupted sports

In some ways, Dan Rooney was just another NFL owner

Box Score 4/20: When Westbrook isn't enough

The 10 best sports docs available for streaming

The '♫Happy Birthday Simpsons. Simpsons, it's your birthday♫' quiz

White House championship visits over the years

Biggest needs in the draft for every NFL team

The 'Baseball has been very, very good to its players' quiz

NHL News
Delivered to your inbox
You'll also receive Yardbarker's daily Top 10, featuring the best sports stories from around the web. Customize your newsletter to get articles on your favorite sports and teams. And the best part? It's free!

By clicking "Sign Me Up", you have read and agreed to the Fox Sports Digital Privacy Policy and Terms of Use. You can opt out at any time. For more information, please see our Privacy Policy.
the YARDBARKER app
Get it now!
Ios_download En_app_rgb_wo_45

The 'It's not good to play the King' quiz

Three Up, Three Down: Home run hitters are heating up

The 'Even the Browns can't mess this one up' quiz

In some ways, Dan Rooney was just another NFL owner

The 10 best sports docs available for streaming

The '♫Happy Birthday Simpsons. Simpsons, it's your birthday♫' quiz

NBA Referee Hotline Bling: David Fizdale calls B.S.

Kris Bryant can become the next Derek Jeter — and more

The 'Baseball has been very, very good to its players' quiz

NHL youth movement: How the 2016-17 rookie class fared

Today's Best Stuff
For Publishers
Company Info
Help
Follow Yardbarker