Kukla's Korner Hockey
by Paul on 09/18/06 at 10:35 AM ET
OLN doesn’t officially become Versus until next Monday, but the Comcast Corp.-owned sports service will begin pushing its new moniker in earnest this week with a multimedia campaign that over the next year will exceed $10 million in value. Bergofin said the “relative value” of the campaign will be in the “eight figures.” He said that this week the campaign’s emphasis is on getting the word out about the name change, and looking to “build buzz and interest for our primetime lineup.” During the campaign’s second week, there will be more of an NHL focus, ahead of Versus’s second season covering the ice sport, which faces off Oct. 4 with a doubleheader. Bergofin said the plan includes USA Today, as well as to local newspapers in NHL markets. Also on the print side: ESPN the Magazine, Sports Illustrated, The Sporting News, FHM, Men’s Health and Maxim. The name change will also be trumpeted on various sports sites, including ESPN.com, SportingNews.com, foxsports.com, sportsillustrated.com and cbssportsline.com.more...and how about this idea, why not advertise on some hockey websites and blogs?...
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