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Marketing The Islanders
by Paul on 07/17/06 at 07:00 AM ET
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from Newsday,
Hockey wasn’t new to the two. Fleming grew up in hockey country, Vancouver, British Columbia, Canada. Blumenfeld went to Rangers games with her family while growing up in New York City. Both had sports-related accounts working for agencies in Manhattan. “The male mindset thing, that was not an issue for me,” Fleming said.
What made things work was that the Islanders weren’t looking to sell hockey. “It’s not just a matter of saying hockey’s a great game, come out and watch hockey, which is sort of the facile, superficial approach,” Fleming said. “You’ll see that with a lot of sports advertising.” Instead, she said, the Islanders wanted to combine “the excitement of the game as well as the feeling of pride one has in their hometown team.”
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