MIAMI – The Miami HEAT announced today the formal unveiling of its 2011 NBA Playoffs promotional campaign: White Hot: The 2011 HEAT Playoffs presented by Miccosukee Resort & Gaming. White Hot: The 2011 HEAT Playoffs re-establishes the color white as the focal point for all playoff-related activities. The color white will serve as a community-wide rallying point; something everyone in South Florida can get behind and participate in. White will not only be the color fans wear to the game, it will become a recognizable symbol of support for the HEAT in all daily activities.
"We’ve revived the White Hot theme because it’s such an integral part of Miami HEAT history," said Eric Woolworth, President of The HEAT Group’s Business Operations. "The 2010-11 season has also been an historical season and with the level of intensity expected to increase during the playoffs, a return to White Hot is exactly what HEAT fans have been clamoring for."
The HEAT has revolutionized the use of color schemes in the playoffs. In 2004, Black was introduced in the "Back in Black" playoffs. The next season, HEAT fans proved they were "red-dy" for its 2005 playoff campaign, "The Red Zone." During the HEAT’s championship and championship-defense seasons (2005-06; 2006-07), South Florida felt "the heat of a flame burning at its highest intensity" in the "White Hot" playoffs. And "Black was Back" in both 2008-09 and 2009-10 playoff runs.
The presenting sponsor of White Hot: The 2011 HEAT Playoffs is Miccosukee Resort & Gaming. As the presenting sponsor, Miccosukee will be entitled to have its name and logo incorporated into the HEAT playoff theme. The Miccosukee name and logo will also be present on various forms of signage, both inside and outside of the AmericanAirlines Arena, on print and outdoor advertisements promoting the playoffs, and on in-arena giveaway items.
The AmericanAirlines Arena and the surrounding area will undergo a White Hot transformation. White Hot playoff partner, Kumho Tires will help the HEAT “Drive to the Championship” through an integrated promotion which will feature highly visible elements on the front exterior of the Arena. Sixteen palm trees will be wrapped in white fabric. Additionally, each tree will have a tire graphic and number affixed to it representing a countdown of the games needed to win the 2011 NBA Championship. Fans that text the word DRIVE to 77577 will be entered to win a pair of playoff tickets.
Other White Hot graphical elements will be installed on Thursday, April 14, from approximately 3:00 to 4:00 p.m., including the following:
- White Arena Seat Covers
- Miami HEAT Player Banners (N.E. 8th Street and HEAT Street)
- Miami Hoops Gear Store White Hot Changeover
- P2 Parking Garage Gate Arms
- P1 and P2 Parking Booths
- 8th Street Banner
HEAT broadcast partner Sun Sports will air all first round playoff games made available for local team broadcast. Home and road telecasts will begin with a special half hour edition of HEAT Live,the pre-game show hosted by Jason Jackson. Each telecast will also feature extended post-game coverage live from site. Eric Reid will handle play-by-play duties, with Tony Fiorentino providing color commentary and analysis. Jackson will reprise his role as courtside reporter.
WAXY 790 The Ticket will carry all HEAT playoff games and will have expanded HEAT playoff coverage featuring HEAT play-by-play announcer Mike Inglis, and color commentator John Crotty. 790 The Ticket will also present a three-hour radio special called "White Hot HEAT Playoff Preview!" on Friday, April 15 from 10:00 a.m. to 1:00 p.m. hosted by Jason Jackson, a frequent 790 guest host. Jackson will interview HEAT guests, provide a look ahead at the HEAT playoffs, and will take listeners’ calls about the HEAT during the program. 790 The Ticket will also broadcast live from many White Hot HEAT Playoff activities, further highlighting their position as “home of the HEAT.”
All HEAT playoff games can be heard en Español on Univision Radio’s WQBA-1140 AM. José Pañeda will handle the play-by-play duties, with Joe Pujala serving as host/color commentator.
Expanded Playoff coverage can also be found online at HEAT.com and its playoff companion site WhiteHotHEAT.com (which will launch on April 11), on the HEAT Facebook page(Facebook.com/MiamiHEAT) and via the HEAT Twitter feed (Twitter.com/MiamiHEAT). The HEAT will create exclusive programming and content that will only be found on its digital properties, including extended video coverage, exclusive blogs and promotional activities.