Editor's note: This story is revised from the print edition.
“Questions Will Become Answers” is the tag line for the NHL’s new early-season marketing campaign, replacing the “Is This The Year?” campaign that debuted in 2008.
Like the old campaign, “Questions” is aimed at increasing viewership by engaging the hopes of fans at the outset of the season. It will feature five national spots as well as customized options for all 30 teams. League officials valued it at $10 million in media buys across television, print, radio, digital and in-arena properties.
That value marks a 15 percent increase from last year and comes on the heels of strong postseason TV ratings for the NHL. While the 2009-10 regular-season ratings were relatively flat, the Stanley Cup Final averaged 5.4 million viewers, a jump of 14 percent. The 4.7 rating for the clinching Game 6 on NBC was the highest-rated NHL game in 36 years.
Each of the national spots features one of five NHL stars — Buffalo goalie Ryan Miller, Washington winger Alex Ovechkin, Pittsburgh center Sidney Crosby, Chicago center Jonathan Toews and Montreal winger Michael Cammalleri — dressed in his personal workout clothing performing obscure training regimens. The ads show Crosby balancing on a pipe while working out with a medicine ball, Cammalleri turning over huge industrial tires, Miller performing a strength and balance workout using tennis balls, Toews performing squats, and Ovechkin twirling Tabata ropes.
In the Ovechkin ad, the audio clips question whether the Capitals have the drive to be the best team in the regular season and the playoffs. Playing off the “Questions Will Become Answers” tag line, Ovechkin shows his motivation by launching into a vigorous round of Tabata rope twirls.
“Fans are hoping and anticipating the possibilities of this season. We wanted to capture the notion that the players are, too,” said Brian Jennings, NHL executive vice president of marketing. “And we wanted this year’s campaign to really show the athleticism of our players. When they get the uniform on, we tend to forget the incredible workouts they do in the gym.”
The campaign will be featured on Versus, the NHL Network, NHL.com, CBC and TSN, as well as via digital banners and print ads. Individual clubs will be able to customize ads for regional TV. The NHL produced the ads with Young & Rubicam — the league’s creative partner since 2006 — and filmed the ads at the Hansborough Recreation Center in Harlem, N.Y.
Jennings said the NHL will launch the campaign with the NHL Face-Off season opener, Oct. 7 in Toronto, where the Maple Leafs will host the Canadiens.
