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.
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 at Bonehook in Portland, Oregon.