PUTNAM CLUB AT GILLETTE STADIUM OFFICIALLY OPENS, OFFERING STATE-OF-THE-ART FAN EXPERIENCE
Putnam Launches Co-Branded Multi-Media Campaign with the New England Patriots
BOSTON, August 31, 2011 – At a ceremony late yesterday, Putnam Investments President and CEO Robert L. Reynolds and Patriots Chairman and CEO Robert Kraft formally unveiled the Putnam Club at Gillette Stadium, which is part of a broader multi-year marketing partnership between the Boston-based investment management firm and the New England Patriots.
Putnam also announced the official launch of its co-branded multi-media campaign, which includes extensive use of television and radio, mobile applications and in-stadium signage, as well as print, digital and social media elements. The campaign will underscore the partnership and shared values of Putnam, a leading investment management firm, and the New England Patriots, one of the strongest, most recognizable and successful brands in professional sports.
Commenting on the evolving partnership with Putnam and the opening of the Putnam Club, Kraft said, "Putnam's passion for improving the fan experience through this partnership has been evident from our first discussions. We're excited about the new Putnam Club, and the feedback we've received from those who have seen it has been tremendous. We look forward to a long and productive partnership for both companies."
"By teaming up with the New England Patriots, who signify performance excellence and a winning tradition based on hard work, talent, accountability and persistence, Putnam is aligning its brand with the very embodiment of the core values at the heart of what we seek to do everyday in serving our clients and investors," said Reynolds. "The opening of the Putnam Club and launch of our multi-media campaign are the initial steps in a partnership that we believe will hold tremendous value for both organizations."
The Putnam Club is two 60,000-square-foot indoor club spaces, which will serve as the game-day home of more than 6,000 club seat holders. The facility will offer fans a highly modern and entertaining experience, providing enhanced views of the field from indoors, new high-resolution digital signage, and interactive messaging.
Putnam-Patriots Multi-Media Campaign Launches
Putnam is expected to run a rotation of performance-themed ads on CBS affiliate WBZ-TV and other Patriots broadcast programming during the remaining preseason game and throughout the season. The first two 30-second TV spots are "Kick," which demonstrates that success is a result of getting every detail right, and "Fingertip," which focuses on earning trust through consistency and commitment. To view Putnam's TV spots airing during New England Patriots games, visit Putnam's Facebook page at http://www.facebook.com/PutnamInvestments.
In addition to television ads, Putnam's campaign with the New England Patriots will be promoted through:
"The new advertising campaign will not only be entertaining, but will also deliver a clear and memorable message to fans — and the broader marketplace — about Putnam's commitment to performance excellence," explained Reynolds.
Putnam's agreement with the Kraft Sports Group is part of a natural progression that includes Putnam's connecting its brand to "performance in motion" activities over the past two years, including sponsoring PGA Tournament champion Keegan Bradley, Olympic gold medal-winning Alpine ski racer and World Cup Champion Ted Ligety, the U.S. Ski Team and U.S. Snowboarding and equestrian events in the Greater Boston area.
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