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"In Brooklyn" Theme of Arena Pitch

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Barclays Center will use "In Brooklyn" as its marketing theme. The marketing campaign for the arena launches this week with black-and-white ads on billboards and in the subways, as well as newspapers. There will be a radio campaign as well. The campaign will focus on the return of professional sports 55 years after the Dodgers left for L.A.

Translation, the ad agency that has the account for the Nets transition from New Jersey to Brooklyn, developed the "In Brooklyn" theme. It's co-owned by Steve Stoute, a former music promoter, and Jay-Z. The first ads will tout college basketball, boxing, concerts and family-friendly shows like the circus, in addition to the arrival of the Nets. Brett Yormark added that the arena will try to attract tourist traffic.

Meanwhile, the city has decided to beef up NYPD's 78th Precinct, which will cover events at the arena.