SBD/Issue 16/Sponsorships, Advertising & Marketing

Hair Cuttery Officially Launches Ovechkin Ad Campaign, Web Site

Capitals' Alex Ovechkin Featured In
Series Of New Ads For Hair Cuttery
Hair salon company Hair Cuttery yesterday officially launched a new ad campaign and Web site, Oviestyle.com, dedicated to Capitals LW Alex Ovechkin as part of his endorsement deal with the chain. Ovechkin ads during the NHL season will appear in the DC market on city buses and bus shelters, while a mobile billboard will travel outside Verizon Center during 36 Capitals home games this season. As part of the campaign, via TBC Advertising & PR, Baltimore, Ovechkin will appear in Internet ads slated to run on sports and entertainment Web sites (Hair Cuttery). In DC, Tim Lemke reported Oviestyle.com "touts a feature that keeps statistics of how many games Ovechkin plays and how many goals he scores, as well as the number of times he shampoos, rinses and repeats." The ads feature slogans such as "Alexander The Great Haircut," "What He Is To Hockey, We Are To Hair" and "Most Valuable Hair" (WASHINGTONTIMES.com, 10/6). MEDIAPOST's Les Luchter noted Oviestyle.com also features "behind-the-scenes videos and images of Ovechkin at his Hair Cuttery photo shoot, hockey tops, grooming and hair care advice, wallpapers and more" (MEDIAPOST.com, 10/6).

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