BC Lions side with DDB Canada in agency partner turnover

Agency named AOR to bolster team branding and drive attendance

VANCOUVER, March 17 /CNW/ - The BC Lions, of the Canadian Football League (CFL), have selected DDB Canada as its new agency of record (AOR). DDB Canada has been tasked with re-imagining the BC Lions brand in an effort to expand the current fan base, as well as attract new and past fans to the team.

The agency's Vancouver office was passed the ball without an agency review and starts work immediately providing strategic counsel, branding, advertising and communications expertise to help the BC Lions ramp up their marketing efforts for the upcoming 2010 season.

"We've followed DDB's work closely; it has a tremendous record for big ideas and results. And an all-star creative team to help us champion the BC Lions brand to grow and deepen our fan base," says George Chayka, Vice President of Business for the BC Lions.

Due to the installation of a retractable roof in BC Place, the Lions will play the 2010 season at an outdoor temporary 27,500-seat stadium at Empire Fields at the PNE, beginning with a pre-season game on Sunday, June 20, 2010. The site of the temporary stadium is on the former Empire Stadium grounds in east Vancouver, which was home to the Lions from 1954 to 1982. In 2011, the Lions will permanently return to BC Place - the home of the 2011 Grey Cup.

"Growing up in Vancouver, I have enormous pride in the BC Lions and their winning heritage, says Richard Sandor, Senior Vice President, Managing Director, DDB Canada, Vancouver. "Partnering with a team that's won the Grey Cup five times is very exciting for us. Growing the fan base for when BC Place hosts the Grey Cup in 2011 and promoting the Lion's temporary home at Empire Fields offers a unique opportunity that DDB is ready to tackle."

About BC Lions

The BC Lions kick off the 2010 campaign with a pre-season tilt versus the Edmonton Eskimos on Sunday, June 20th at Empire Fields. For more information on the BC Lions Football Club, or the complete 2010 schedule visit www.bclions.com. Follow the Lions daily on Twitter at www.twitter.com/bclions.

About DDB Canada:

Named Strategy's 2009 Agency of the Year and Top Creative Agency, DDB Canada is the most creatively acclaimed, internationally recognized marketing communications agency in Canada. Known for advertising that generates significant results for clients, DDB Canada is a "total communications company" whose fundamental belief is that creativity is the most powerful force in business. DDB Canada has offices in Vancouver, Edmonton, Toronto and Montreal. The agency's integrated groups include: DDB Kid Think (youth marketing), DDB Public Relations, Tribal DDB (online and interactive), Karacters Design Group, Rapp Collins (direct) and Radar DDB (social media marketing).

For further information: or interviews please contact: Paige Calvert, DDB Canada, [phone], [email protected]; Jamie Cartmell, BC Lions, [phone], [email protected]