Can Hollywood Save Hockey?

Promo Magazine: Departing from standard practice, the National Hockey League has hired an entertainment marketing agency to help restore the brand’s image and build a stronger emotional fan-player connection following a 301-day lockout during the 2004-05 season.
patrick_roy.jpg
Conductor, a Los Angeles, CA-based agency, will serve as the NHL’s lead marketing communications and integration agency to help unite fans and players for the new season.
“As we come out of lockout to a new era for the league, we recognize in addition to having the product on the ice as strong as possible, we also need to come back in a big, a bold and an innovative way,” NHL Enterprises President Ed Horne, said last week. “We believe Conductor can help us do that.”
Starting the third week of September, Conductor will launch a campaign using an entertainment-based cinematic approach to reveal the brand’s true identity.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.