Interview: Cory Dolich, VP Of Marketing For Portland Timbers + AMA Luncheon Tomorrow
September 12, 2011 — pdxpipelineBy Nathalie Weinstein & Will Conwell
Instead of inspiring terror, photos of Portlanders wielding axes posted prominently around town created an army. The Portland Timbers’ ‘We Are Timbers’ campaign has resulted in a sold-out stadium and a rabid fan base for our favorite soccer team, and is arguably the most successful ad campaign in recent memory.
PDX Pipeline had a chance to talk with the man behind the ax, Cory Dolich, VP of Business Operations and Marketing for the Portland Timbers. He’ll be speaking at an AMA Luncheon tomorrow, September 13.
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PDX Pipeline: The Timbers started their Major League Soccer advertising with a billboard across the street from the stadium of arch-rivals Seattle. Did that move set the tone for the Timbers advertisements that came later?
Cory Dolich: Yes, to a degree. We felt it was edgy, true to our roots and an engaging way to help further heighten the great rivalry between us and Seattle, while also having some fun prior to our first official MLS matches. We’ve always liked the use of the outdoors as a way to share our marketing messages and extend our brand.
PDX: The Timbers Portland billboard campaign was very popular, going so far as to spin off a series of photoshoots with axes and chain saws for fans to take part in. How were you involved in these spin offs, and were you surprised by their popularity? Read the rest of this entry »
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