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NHL re-launches after lockout with new ad campaign released Wednesday
Copied from www.Sportsnet.ca
September 21 @ 19:11, EST
NEW YORK (CP) - My NHL.
That's the catchy slogan as the embattled league announced its new adverstising campaign at the Museum of Televison and Radio on Wednesday, attempting to re-launch after a labour battle wiped out the 2003-04 season.
"When the season begins on Oct. 5, we will celebrate the return of hockey, and honour the values, tradition and emotion of the game we all love," said NHL commissioner Gary Bettman. "To salute those virtues, we have teamed with (ad agency) Conductor to create a marketing message that captures hockey's intensity, drama and power."
A series of TV commercials and print ads will be released next week. The TV spots will be packaged in a five-part story, the first of which depicts a hockey player preparing for a game with the backdrop of a mythical temple, like a Sumarai warrior getting ready for battle.
Other spots then progress into players facing off head to head and giving fans an ice-level view of the game. The last commercial culminates with a celebration of the fans and the game, with a glimpse of the Stanley Cup.
Fans can get a glimplse of the first TV spot at nhl.com.
"We wanted to get deep inside the soul of the game to reach the rabid fan who is starved for hockey and the casual fan who might have overlooked it," Thomas C. Cotton, president of Conductor, told the New York Times.
The commercials are directed by Sam Bayer, a recent MTV Video Awards winner for his work on Green Day's Boulevard of Broken Dreams video.
"The powerful creative and high production value of the My NHL campaign is what sets it apart from any other sports marketing," said NHL Enterprises president Ed Horne. "Both our clubs and our business partners have embraced the unique opportunity that this five-part story offers. The total reach, scope and impact of My NHL will be far greater than any previous NHL effort."
Notes: In other NHL news, new U.S. cable right-holder OLN has hired longtime colour commentator John Davidson to be their lead analyst on their Monday and Tuesday night games.
Copied from www.Sportsnet.ca
September 21 @ 19:11, EST
NEW YORK (CP) - My NHL.
That's the catchy slogan as the embattled league announced its new adverstising campaign at the Museum of Televison and Radio on Wednesday, attempting to re-launch after a labour battle wiped out the 2003-04 season.
"When the season begins on Oct. 5, we will celebrate the return of hockey, and honour the values, tradition and emotion of the game we all love," said NHL commissioner Gary Bettman. "To salute those virtues, we have teamed with (ad agency) Conductor to create a marketing message that captures hockey's intensity, drama and power."
A series of TV commercials and print ads will be released next week. The TV spots will be packaged in a five-part story, the first of which depicts a hockey player preparing for a game with the backdrop of a mythical temple, like a Sumarai warrior getting ready for battle.
Other spots then progress into players facing off head to head and giving fans an ice-level view of the game. The last commercial culminates with a celebration of the fans and the game, with a glimpse of the Stanley Cup.
Fans can get a glimplse of the first TV spot at nhl.com.
"We wanted to get deep inside the soul of the game to reach the rabid fan who is starved for hockey and the casual fan who might have overlooked it," Thomas C. Cotton, president of Conductor, told the New York Times.
The commercials are directed by Sam Bayer, a recent MTV Video Awards winner for his work on Green Day's Boulevard of Broken Dreams video.
"The powerful creative and high production value of the My NHL campaign is what sets it apart from any other sports marketing," said NHL Enterprises president Ed Horne. "Both our clubs and our business partners have embraced the unique opportunity that this five-part story offers. The total reach, scope and impact of My NHL will be far greater than any previous NHL effort."
Notes: In other NHL news, new U.S. cable right-holder OLN has hired longtime colour commentator John Davidson to be their lead analyst on their Monday and Tuesday night games.
