Featured image credit: Wells Fargo Center
Comcast Spectacor, which owns Wells Fargo Center, has launched a new marketing campaign to promote the ongoing $400m (£329m/€377m) transformation of the Philadelphia arena.
The ‘New Wells Fargo Center’ campaign will include a 30-second commercial that will run on local TV broadcasts and digital channels, a new microsite, social media advertising, out-of-home advertising, and more.
The campaign has been launched after the arena, home of the NBA’s Philadelphia 76ers and the NHL’s Philadelphia Flyers, recently unveiled a range of new event-level upgrades for the new basketball and ice hockey seasons.
The event level overhaul was one of the final stages of the arena’s transformation, with this phase representing a $30m investment. Upgrades to the exterior of the arena are still ongoing.
As the arena transformation project concludes, Comcast Spectacor will also focus on major development plans in the wider Sports Complex, which also houses Citizens Bank Park, home of Major League Baseball’s Philadelphia Phillies, and Lincoln Financial Field, home of the NFL’s Philadelphia Eagles.
The 76ers are planning on moving away from Wells Fargo Center into a new $1.3bn arena. Plans for the new arena were unveiled in July last year, and it is hoped the project will be completed in time for the 2031-32 NBA season.
At the time, the 76ers said they were “thankful” for the renovations being carried out at Wells Fargo Center by Comcast Spectacor, but claimed these improvements are “typical for arenas that are 20 years old and will not significantly extend the life of the building”.
Following the launch of the new campaign, Christine Mina, vice-president of content and digital marketing for Comcast Spectacor, said: “The New Wells Fargo Center has been completely transformed, and we’re excited to show everyone that we have a brand new, world-class venue right here in the heart of Philadelphia’s famous Sports Complex.
“From basketball and hockey to concerts, lacrosse and more, the New Wells Fargo Center offers the best guest experience in the industry with new technology, new designs, and new features that you won’t find in other new arenas. As we kick off hockey and basketball seasons, we have a pretty simple message for our fans here in Philadelphia: you’ve got to come check out the New Wells Fargo Center for yourself.”
Georgieann Michels, vice-president of marketing for Comcast Spectacor, added: “Comcast Spectacor has always been committed to the city of Philadelphia, and as we conclude the transformation of the New Wells Fargo Center, we’re also very excited about the plans we have to turn the Sports Complex into a world-class sports and entertainment district, so there’s more to come.
“Comcast Spectacor has long been an important part of Philadelphia’s culture and economy, and we plan to build on that legacy of making smart, civic-minded investments that will benefit the City of Philadelphia for decades to come.”
In August, the 76ers added plans for a $250m mixed-income housing development to its proposals for a new arena, which has been given the provisional name of 76 Place. The arena would have a capacity of 18,500, which is lower than the 20,478-capacity Wells Fargo Center.
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