Ad Tracker: Detroit Red Wings

Agency: Watercooler Advertising

Tag line: Hey Hey Hockey’s Back. We Missed You Too!

Media: Television spots on FSN Detroit during game broadcasts and Red Wings programming; spots also on other networks; radio spots primarily on WXYT-1270 AM; billboards; and print ads in community newspapers.

Time line: This is the Red Wings’ initial campaign of the season. It began in mid-September and will run through November.

Target: The campaign appeals to all Red Wings fans and highlights the experience of Detroit Red Wings hockey and Joe Louis Arena. It also makes a connection between the team’s players and fans.

Sample ad: The ad is constructed with various scenes of Red Wings employees, personalities and players welcoming fans back and making promises. An usher states, “I’ll have your seat waiting for you.” Red Wings players Steve Yzerman, Chris Osgood, Manny Legace, Chris Chelios and Nicklas Lidstrom all reinforce this message with promises of their own. The ad ends with Kris Draper and Kirk Maltby stating the tag line.

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