It's simply: 'We're Seeing Red'.
The new red jerseys are coming, but won't be unveiled today. They'll likely be brought out for the first time at the draft later this month.
Here's a link to the official team video.
Here is the release from the team:
Sunrise Sports & Entertainment today announced “We See Red” – the Florida Panthers’ marketing campaign which launches today, June 6, and will continue through the 2011-12 NHL season.
Video link: http://video.panthers.nhl.com/videocenter/console?catid=892&id=117041
“We See Red” signifies the Panthers’ passion, aggressiveness, new blood, attitude, desire and commitment to winning under the leadership of General Manager Dale Tallon and now, Head Coach Kevin Dineen. Coinciding with the campaign, the Panthers will also unveil a new home jersey at the 2011 NHL Entry Draft on June 24. The jersey will feature the Cats’ “true colors” and will be worn by the team’s first pick – currently No. 3 overall.
“‘We See Red’ is one of the most aggressive and fitting marketing campaigns this franchise has ever had,” said Panthers president & COO Michael Yormark. “Red represents passion, desire, commitment and aggressiveness and that’s exactly the type of team GM Dale Tallon is building here in South Florida. It also represents our franchise’s desire to achieve success on and off the ice, to win, and to build a team and a franchise that our fans and the South Florida community can be proud of.”
That stage was set last summer when Cliff Viner took over as General Partner of the organization and hired Tallon to build the franchise into a consistent winner and contender. Tallon subsequently reshaped the hockey operations department with top notch hires in the front office and behind the bench, implemented a new attitude and environment around the locker room, and set the Panthers up to be aggressive in remaking their roster during the critical 2011 offseason. Tallon and his staff have made no secret of their goals: to build a consistent playoff team and to eventually bring a Stanley Cup to South Florida. “We See Red” signifies the desire and commitment to achieving those goals.
“We See Red” is a fully-integrated marketing campaign developed by Zimmerman Advertising and will be activated through radio, television, print and online over the course of the campaign. The campaign was officially launched today through the “We See Red Manifesto” video on FloridaPanthers.com and linked here: http://video.panthers.nhl.com/videocenter/console?catid=892&id=117041.
As part of the campaign, the Panthers also announced a special “We See Red Pack” for new ticket buyers. All new full season of half season ticket buyers in the lower bowl or Lexus Club Level will receive a new replica Panthers home jersey, a 2011-12 team signed stick, an invitation to an exclusive 2011-12 New Florida Panthers Welcome Party, entry in a Panthers fly away road trip contest, and more.