"Be The Thunder" is the Tampa Bay Lightning's 2011-12 marketing slogan (image via Tampa Bay Lightning)
This time next week, the Lightning will be preparing for their first preseason game, against the St. Louis Blues. By this time next week, we'll be reverting to our regularly scheduled Tuesday link posts and ceasing the summer open threads.
But before we do that, let me take this opportunity to share with you the Bolts marketing slogan for the season - Be the Thunder:
"Last season we placed great emphasis on our ownership and management’s commitment to the team’s long term success and to the community," Vice President of Brand Management Lynn Wittenburg said. "Now, we’re turning our attention to the fans, the most integral players on our team. We encourage them to come together, be loud and share with us a one-of-a-kind experience as we continue to proudly cement our presence in Tampa Bay."
"The new campaign calls on our dedicated, passionate fans to ‘Be the Thunder’ behind the Lightning," said Chief Operating Officer Steve Griggs. "Through strength in numbers, our fans are encouraged to serve as that force of nature as we implore them to create a raucous atmosphere in our building for every home game and provide unwavering support in the community."
Of course, some of the reactions I've seen are not that flattering, but how many marketing campaign slogans are intially received in a flattering light anyway?
At least it's not a grossly unimaginative co-opting a song that has been played and parodied to death in the pop culture.