'Loving' initiative launched

The National Basketball Association announced its first marketing campaign geared specifically toward international fans titled, "One Game One Love" before the 2013 Global Games series.

The campaign tipped off in conjunction with NBA Global Games, one of the most comprehensive schedules of international games in the league's history.

Focused on basketball's ability to connect with fans globally, the season-long campaign is designed to communicate the shared love for the game from country to country and across different cultures.

It will include a series of six television commercials, print and online advertisements, and integration at NBA international events.

The "One Game One Love" television commercials have been shown to fans in each of the eight cities across five continents hosting games as part of NBA Global Games, which began on Oct. 5 in Istanbul.

The preseason Global Games boast the Chicago Bulls, Golden State Warriors, Houston Rockets, Indiana Pacers, Los Angeles Lakers, Oklahoma City Thunder, Philadelphia 76ers and Washington Wizards.

Following their in-arena debuts, the TV spots will begin airing in 43 countries and territories and in 10 languages at the tip-off of the 2013-14 season on Oct 30.

The spot opens with NBA players and fans going through their pre-game rituals and the anticipation builds to a crescendo. Finally, a basketball is heaved up for the opening tip-off and viewers are reminded, "It's the NBA. And it's for all of us. One Game One Love".

- China Daily

(China Daily 10/14/2013 page23)