NHL Rolls Out New Campaign With National, Regional Ads
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Kane Taking Part In NHL's Campaign
Promoting Start Of '08-09 Season |
The NHL is launching its "biggest new-season campaign to date" to promote the start of the '08-09 season, according to Karl Greenberg of MEDIA POST. The effort, via Young & Rubicam, N.Y. -- which uses the "Is This The Year?" tagline for the second straight season -- includes four national TV spots featuring Penguins C Sidney Crosby, Blackhawks RW Patrick Kane, Rangers G Henrik Lundqvist and Flames D Dion Phaneuf. The ads show the players as they "turn to face the camera and make dramatic statements about the previous year and how they are determined to do even more in the new season." Also included in the effort are 60 customized regional ads, a new Web site at NHL.com, retail activities and branding. The six-week campaign is part of the NHL's umbrella campaign, "Live Every Shift." NHL Exec VP/Marketing Brian Jennings said that the six-week campaign "is aimed at keeping the game top of mind for fans who are probably getting the same pitches from other pro and college sports." Jennings: "We want to build national scale at a time of the year where there is a lot of competition from football and baseball, so this campaign will run across all of our touchpoints." Jennings added that the push this season will include "building online marketing efforts." Greenberg notes the new ads will break first on NHL.com and social media sites (MEDIAPOST.com, 9/4).
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