SBD/Issue 19/NHL Season Preview

Blackhawks Revamp Marketing Campaign In Wake Of Cup Win

Keith Discusses His Sacrifice In Last Year's
Playoffs In New "One Goal" Spot

The "style, tone and substance of a new TV advertising campaign for the Chicago Blackhawks have been completely -- and fascinatingly -- revamped in the wake of the team's winning the Stanley Cup last season," according to Lewis Lazare of the CHICAGO SUN-TIMES. The "One Goal" tag line "won't change" for the campaign, which was developed jointly by the team's in-house marketing department and Ogilvy & Mather, Chicago. The campaign breaks tonight during Versus' coverage of Blackhawks-Avalanche with three 30-second spots that "focus on three of the team's star returning players" -- C Jonathan Toews, RW Patrick Kane and D Duncan Keith. The spots are "beautifully shot," and each "shows one of the players practicing on ice." Blackhawks Senior Exec Dir of Marketing & Business Development Dave Knickerbocker noted that the spots include "super slow-motion segments." Lazare notes a "large part of the Hawks' marketing game plan for the past year -- as it will remain going forward -- has been to make the players more real and accessible to the team's large -- and rapidly growing -- fan base." The "most compelling -- and moving -- commercial stars Duncan Keith, who says he left seven teeth on the ice last season." After a pause, Keith adds, "I have 25 teeth left." The voiceover ad copy in each spot "suggests the Hawks have no intention of resting on their laurels" after winning the Cup (CHICAGO SUN-TIMES, 10/7).

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