National Basketball Association

Become the 'I' as part of Orlando's new 'Pure Magic' campaign

Published Sep. 25, 2014 10:17 a.m. ET

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Orlando, Fla. -- To build off the organization's commitment to excellence, the fans and the community the Magic have unveiled a unique, engaging and integrative marketing campaign, "Pure Magic."  This rebranded campaign turns the page on the next chapter in Orlando Magic history.  As the team and the Magic brand continue to grow, this evolution speaks to the Magic's continued desire to achieve excellence through authenticity, from the players' effort and play on the court to the experience and quality found in the Amway Center during every game. Pure Magic is about building a sustainably successful team and integrating the Magic brand as part of the fan's lifestyle. 

Pure Magic speaks to what the Magic organization strives to display on the court, in the community and with the fans.  The new campaign updates the Magic's message and reaffirms the franchise's unwavering pursuit to unmitigated, pure success while focusing on the fan experience and excitement of what it means to be a Magic fan.  Pure Magic is the collection of unique, memorable experiences that fans encounter at Amway Center, enjoying the venue, friends, fans and above all the game. Hallmarks of the campaign are in the Magic's mantra of competing every night, believing, leading and inspiring as the Magic strive for excellence via integrity, strength, passion and hard work.

"The Orlando Magic's mission is to be world champions both on and off the court.  Pure Magic really reflects our philosophy and how our team, coaches and staff work towards accomplishing that mission," said Magic CEO Alex Martins.  "This new campaign builds on the tradition and legacy of our organization and signifies the beginning of a new era of excitement for the Orlando Magic.  We are focused on this team, our fans and the future and look forward to creating more Pure Magic moments together."

"Pure Magic is a great statement and a strong message that we wanted to provide to our fans, employees and all of our partners," said Magic Vice President of Marketing Lisa Cotter. "It's designed for the fans to know our commitment to building a team that makes them proud and our commitment to their experience.  We want them to feel like they are part of a family as we all work together to build this team and compete for a championship while creating memories and experiences to remember."

A team of 25 Magic staff members, including Martins, worked with local advertising firm, GoConvergence, to create the new slogan which was designed to remind fans and partners that the Magic are a cornerstone of this community, a lifestyle, a rallying point.  The Magic officially unveiled the new marketing campaign to the Central Florida market on September 25. 

As part of the campaign debut, a large "MAG_C" structure (photo link included) has been developed in partnership with FOX Sports Florida that will make its way around Central Florida for fans to take photos with as they fill in the "I" to remind them they are an important part of the team and its success. Fans are encouraged to upload their photos with the "MAG_C" structure to participate in the season-long "How are you Pure Magic?" social media sweepstakes using the hashtag #PureMagicSweeps for a chance to win tickets to home opening night, luxury suite night and other prizes throughout the season. The "MAG_C" structure will first appear at Lake Eola beginning Thurs., Sept. 25.

"MAG_C" Structure Locations/Dates:

-- Sept. 25:          Lake Eola Park (in downtown Orlando)
-- Oct. 26:           Park Ave. (in Winter Park)
-- Oct. 27:           Carver Middle School
-- Oct. 28:           Wall Street Plaza (in downtown Orlando)
-- Oct. 29:           UCF
-- Oct. 30:           Amway Center Plaza (corner of Church St. and Division Ave.)*

*beginning on Oct. 30, the structure will live in the Amway Center plaza for next two years

"We want the fans, season ticket holders and clients to feel connected to our team," added Cotter, "and the values that we carry as an organization."

In addition, "Pure Magic" will be seen in a variety of other areas including the team's website – orlandomagic.com, through corporate partners, social media, digital vehicles, collateral pieces, grassroots efforts and on the side of the GEICO Garage bridge connecting to Amway Center. The team will also utilize television, radio, billboard and digital advertising for the campaign. 

Single-game tickets for games through Jan. 3, 2015 of the 2014-15 Orlando Magic season will go on sale Oct. 10 to the general public.  Tickets can be purchased several ways: online at orlandomagic.com, the Chase box office at Amway Center, all TicketMaster outlets or by calling 1-800-4NBA-TIX. The Magic will open the regular season in the Amway Center when they host the Washington Wizards on Thurs. Oct. 30.  Tip-off is set for 7:00 p.m. 

In its relatively short 25-year history, Orlando has won five division championships (1995, 1996, 2008, 2009, 2010), had seven 50-plus win seasons, and won the Eastern Conference title in 1995 and 2009.  In addition, Orlando Magic players, coaches and executives have garnered 23 major NBA awards over the last 14 seasons, from player performance awards to coach/executive accolades.

Since the DeVos family purchased the team in 1991-92, the Orlando Magic have finished with a .500 record or better in 16 of the last 22 seasons (since 1992-93), which is tied for the second-best in the Eastern Conference and tied for eighth-most in the NBA.  Orlando has also reached the playoffs 14 times in the last 21 seasons (since 1993-94), which is tied for the third-most in the Eastern Conference and tied for sixth-best in the NBA.

Off the court, on an annual basis, the Orlando Magic gives more than $2 million to the local community by way of sponsorships of events, donated tickets, autographed merchandise and grants. Orlando Magic community relations programs impact an estimated 100,000 kids each year, while a Magic staff-wide initiative provides more than 7,000 volunteer hours annually. In addition, over the last 24 years more than $18.8 million has been distributed to local nonprofit community organizations via the Orlando Magic Youth Fund (OMYF-MFF), a McCormick Foundation Fund since 1994, which serves at-risk youth.

Ticket highlights for the Magic's 2014-15 season in the Amway Center, honored with TheStadiumBusiness Awards' 2013 Customer Experience Award and named SportsBusiness Journal's 2012 Sports Facility of the Year, include: 2,500 seats priced $20 or less, 8,000 seats priced $40 or less and 9,000 seats priced $50 or under. 

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