NHL.com: In its quest to compete with the social media world, the Pittsburgh Penguins are trying to make a bigger splash with a new advertising campaign featuring “The Journey,” a music video featuring singer and songwriter Jamie Cullum.
The campaign has been running in conjunction with the team’s home opener against the Toronto Maple Leafs on Oct. 29, and is expected to run throughout the first six weeks of the regular season.
While the Penguins are likely to spend a lot of time on the road during the regular-season, the campaign is also designed to build awareness for the franchise in a way that could potentially draw in a lot more fans, which could boost the franchise’s brand value.
Here’s a look at the marketing campaign and how it could work.
The Journey In the video, Cullum plays guitar with singer and producer Jamie Cullums Journey, a song by singer/songwriter Jamie, as he sings about “living in the moment” and “going from one thing to the next.”
Cullums song, “The End of Days,” is an old-school folk-rock song, with its roots in the blues.
While many people who have listened to the song in its entirety don’t care much for the subject matter, it’s still a great song and one that resonates with the audience.
Cullums is the same age as the current Pittsburgh Penguins star Sidney Crosby, so it’s a good sign that the Penguins will be trying to bring the song into the spotlight.
The video was shot at the same studio as Cullums previous song “I Feel So Lonely” and features Cullums guitar playing, as well as some of the same props.
The Penguins also used some of Cullums original artwork in the video.
The album covers in the music video feature images of people in traditional costume.
It’s not the first time that the team has used the Journey video to promote the team.
In 2014, the Penguins used the song “The Last Song of Our Journey” in a promotional video for the team during a road game against the Los Angeles Kings.
The song is currently No. 1 on iTunes’ charts in the United States.
The “The Final Journey” song has also been used in other promotions.
The Pittsburgh Penguins used an “I feel so lonely” version of “The Finale” in their 2015 Stanley Cup Final win over the New York Rangers.
And in 2016, they used a version of the song from the Journey album as the backdrop for a video in which Cullums performs.
Cullum has released a new album, “I Love It,” with his longtime band, the Allman Brothers Band.
He is currently on tour promoting the album.
The band’s first album, 2016’s “Songs We Love,” debuted at No. 9 on the Billboard 200 chart, selling 1.5 million copies.
The latest album, 2018’s “The Greatest Story Ever Told,” is slated to arrive in theaters on Nov. 14.
The team’s marketing campaign also includes an advertising campaign with “The Voyage,” a YouTube series that chronicles the journey that Cullums and his band members have taken since they began playing together in 1999.
Cullers “The Great Journey” is available on Spotify.