Blues Unveil “Long Live the Note” Marketing Campaign

Blues Unveil “Long Live the Note” Marketing Campaign


The St. Louis Blues unveiled their marketing campaign, announcing that their slogan for the upcoming season is “Long Live the Note”. Three commercials (one above, two below) also were released on the team’s YouTube page. Each ad connects the present to the past and honors the legends of the organization.

It’s worth noting that the ads MIGHT be removed as the team could face fines by using player images prior to the new bargaining agreement being ratified.

The slogan is a tremendous leap forward when compared to the “Don’t Stop Believing” campaign (and this commercial) which were axed during the course of last season. The slogan’s failure was noticed by the Blues as well, as evidenced by their decision to award their account to a new agency – Kuhl/Swaine.

It’s clear that the commercials were created prior to or during the NHL lockout. However, they resonate well following the work stoppage. The strategy to connect the current Blues to legends of old will inspire nostalgia and warm feelings, ones that might erase some of the anger and sorrow created by the lockout.

The commercial at the top, titled “Legends” is accompanied by the two below, “Goalies” and “Traditions”.

Last, but not least…

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