When you're an NBA club that has lost more than two-thirds of your games, you'll do anything for a win.
If your loyal supporters happen to live in a city that has just gone through an obstructive three-day transit strike, you undoubtedly have a fan base that's doubly ticked off. This is the scenario the New York Knicks faced as they prepared to play the Utah Jazz on December 23 at Madison Square Garden.
Having triumphed so rarely on the court, Knicks' PR team staffers took it upon themselves to score a few points off of it.
The club created a one-time ticket discount for the Friday night tilt against the Jazz. Any fan who presented a Metro Card at the box office would get one ticket at a discount of more than 40%. Tickets that usually sell for $60.50 were available for $35, seats that go for $44.50 went for $25, and so on. The offer was guaranteed regardless of whether or not the strike was called off by game time, which, as it turned out, it was.
"We're all New Yorkers," said Knicks SVP of marketing and business operations Anucha Browne Sanders. "We all experienced the inconvenience that daily living and working created this week, particularly for commuters. We just thought people might appreciate a nice alternative to break up the commute on a busy Friday night, especially during the holiday season."
It was only fitting that the team won the game 98-90 before a sold-out crowd, which was no doubt helped by the deal. The following day's papers lauded the team for coming through for its fans with the promotion, not to mention the on-court victory.
By now, Knicks fans have no doubt returned to the gloom of rooting for an overpriced, underachieving team. But on this occasion, the team truly represented the city whose name is emblazoned across its uniform. Everybody wins, even if just for a night.
PR Play Rating:
3. On the right track