The National Hockey League launched a brand new marketing campaign this week entitled "My NHL". The idea behind this campaign is to attract back the "rabid, hardcore fan" that they could have potentially lost because of the lockout that resulted in the first ever loss of a complete season of any professional sport due to a labor dispute.
"The new advertising creative is intended to connect fans and players through an emotionally-charged campaign unlike any other in professional sports. Directed by acclaimed video director Sam Bayer -- recent MTV Video Music Awards winner for his direction in Green Day's "Boulevard of Broken Dreams" video -- the campaign depicts the hockey experience in a story told through the course of five vignettes. The first vignette is strategically designed as an attention-grabbing "teaser" and will be unveiled at the event. The broadcast campaign will debut across North America the week of September 26, 2005."--NHL.com
The campaign will not only feature five different vignettes to be released throughtout the season, but personalized advertisements for each NHL market, as well as integrated online, outdoor and print media.
It will be interesting to see these advertisements unfold, and to see the NHL get back on its feet as (in my opinion) the greatest sport in the world. The first night of action for the NHL since the 2004 Stanley Cup Finals will be October 5, when every team in the league is in action.
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