The Bears announced the launch of their first advertising campaign in years Thursday: "One City, One Team."
The multimedia effort attempts to emphasize the team's legacy and its connection with Chicago by combining images of the city, fans, Bears legends and current stars like Devin Hester and Peanut Tillman.
The campaign, which debuts during the Bears-Seahawks preseason game Saturday night on WFLD-Ch. 32, is the Bears first since the opening of the new Soldier Field in 2003.
Blackhawks president John McDonough, the former Cubs marketing chief, praised the campaign to the Tribune's Phil Rosenthal:
"It's a very good strategy," said John McDonough, the one-time Chicago Cubs marketing wizard who's now president of hockey's resurgent Chicago Blackhawks. "It's probably under the 'never take anything for granted' philosophy to which I certainly subscribe.
"I'm a Bears fan," said McDonough, whose own pro franchise is driving meteoric sales through a "One Goal" campaign. "I think it's great that they're doing that. It's brand reinforcement. Maybe it's trying to attract a more vast audience, a younger audience. But a constant reminder of their presence in the marketplace is a good thing, even as big as they are."