BOURBONNAIS, Ill. – The Bears on Thursday announced the launch of a new advertising initiative featuring the special bond between the city, team and its fans.  The “One City. One Team.” brand campaign kicks off during Saturday night’s Bears-Seahawks preseason game on WFLD-TV beginning at 8 p.m. Chicago time.

 

Bears fans take a starring role alongside players and coach Lovie Smith as the campaign focuses on the passion exhibited throughout all aspects of Bears football. To enhance the authenticity, fans were chosen over actors or models throughout the majority of the campaign. The Bears selected advertising agency Two by Four to lead the creative process.

“We feel it is important to let our fans and business partners know they are a part of our team and we appreciate the unbelievable support they provide every year,” said Bears President and CEO Ted Phillips.

The campaign is scheduled to be featured on outdoor mediums (billboards, buses and bus shelters) beginning August 18, television beginning August 16, on-line beginning August 18 and radio beginning August 28.  All aspects of the campaign will be available for public viewing on ChicagoBears.com beginning Monday, August 18.

The brand campaign is an extension of the year-round opportunities offered to Bears fans.  In addition to the programming provided during the football season, the Bears host events throughout the offseason and maintain an interactive Web site where fans are able to enjoy unparalleled access to the team.

In conjunction with the brand campaign, the Bears also will be releasing a new merchandise catalog which also features fans in their “Bears Den.” The fans were selected based on pictures sent to the team’s Web site.