The Columbus Blue Jackets are retiring the 3-year-old “Join the Battle” rallying cry in favor of a new slogan.
The National Hockey League club announced Friday that it is calling on fans to “March With Us” in its new marketing campaign for television commercials, team branding and social media.
The team’s marketing slogan has changed at least every three years since the expansion franchise came on in 2000, said J.D. Kershaw, vice president of marketing for the Blue Jackets. But they are not on predetermined timelines.
“The process started probably seven or eight months ago. I think it started with just a feeling that the team was headed in a very positive direction,” Kershaw told me. “I thought ‘Join the Battle’ worked well. (But) it had been around for three years. The combination of that with the team starting to really go – it was time for a change.”
Continue Reading: Blue Jackets adopting ‘March With Us’ battle cry
