The Atlanta Thrashers have launched the team’s 2008-09 marketing and advertising campaign, which calls for fans to “Become One in Blueland.” The creative concept was designed in conjunction with the Blue Sky Agency, building on the successful, nationally-recognized “Blueland” campaign, originally introduced in 2005.

The campaign’s theme line, “Become One,” challenges fans to experience the contagious excitement of Thrashers hockey and to join their passionate following. Creative elements of the campaign feature players and fans with intense blue eyes that represent the adrenaline rush felt during a game in “Blueland.”

“Our campaigns continue to capture our brand in a unique and memorable way that lends itself to the devotion and enthusiasm of our fans,” said Thrashers Vice President of Marketing, Advertising and Branding Jim Pfeifer. “Become One accurately portrays what this sport is about and what makes a Thrashers game in Blueland so exciting.”

The Become One campaign rolled out in print, radio, television, online and outdoor elements in late September. Blue Sky Agency has represented the Atlanta Thrashers for the past nine years, partnering with the team for numerous campaigns, including the highly memorable fan favorite, “Hockey Love.”