With the NHL season around the corner, OLN is launching an aggressive tune-in campaign centered around one central tagline: We Believe in Hockey. The campaign was developed to convey the commitment and passion of hockey fans, while igniting excitement for the new season. In the series of 30-second television spots, clips of memorable hockey footage are accompanied by a voiceover of thousands of fans declaring statements like: “we believe we can score on the opening face-off” and “we believe in the unbelievable.” Through the creative executions, the spots demonstrate OLN's passion for the sport and excitement at being its new national cable home.
“We wanted to make an emotional connection with hockey fans,” said Wendy McCoy, Vice President of Marketing at OLN. “There is so much to look forward to when hockey returns to the ice, between the new players, the new rules and the unprecedented access the league is allowing. Hockey is a huge priority for OLN and we can’t wait to show fans a new game when the puck drops on the fifth.”
“’We Believe in Hockey’ is such a pure statement that we plan on using it for all promotional material throughout the season,” said Michael Magnotta, Vice President and Creative Director at OLN. “The tagline speaks to every true fan of this game – from the league to the players, and from the guy who won't wash his lucky hat to the kid who gets his first hockey stick at age three.”
McCoy and Magnotta were responsible for the campaign development, which was created by Fort Franklin, a Boston-based advertising agency. “We Believe in Hockey” also includes a print component, firmly establishing the NHL on OLN. The campaign’s full-page ads will run in newspapers, consumer and trade magazines including The New York Times, Wall Street Journal, USA Today, Outside Magazine and Advertising Age. There will be a large internet component, as well as local market promotion in markets where OLN is featuring a game to include TV, radio, print and internet placements.
“‘We Believe in Hockey’ is an expression of the dedication and passion for the sport in the voice (literally) of core hockey fans. Featuring actual game footage instantly connects with the core and is the most honest way to show OLN’s commitment to the sport and its fans,” said Marc Gallucci, CEO and Creative Director of Fort Franklin. “As an agency, we were meant for this assignment, not only due to our past campaigns for the NHL and ESPN, but because we are religious hockey fans who truly believe in the game.”
If you haven't seen the 30-second spot from OLN, you can view (will open wmp video) it now and here is an advertising poster they are using.