New Sportsnet campaign touts its city-specificity

The Rogers net chose to shine a spotlight on its customized sportscasts during the World Series.

Not long after the first crack of a bat at last week’s opening game of the World Series, a new multimedia ‘Sportsnet Connected’ campaign for Rogers Sportsnet broke.

With creative by Toronto’s One on One Communications in collaboration with the Sportsnet On-Air Promotions team, and media buys by MBS (also of Toronto), the initiative spotlights the Rogers net’s geographically customized sportscasts on each of its four channels.

In television, radio, online, arena and other OOH venues in Toronto, Vancouver, Calgary, Edmonton, Ottawa and Montreal, the creative asks: ‘If you could create your very own sportscast, what would you include?’ City-specific answers come from Sportsnet anchors Martine Gaillard (pictured), Sean McCormick, Mike Toth and Don Taylor, along with a customized tagline: ‘Sports, Vancouver Style’; ‘Sports, Edmonton Style’; and so on.

The open-ended campaign ‘was designed to really tap into the psyche of the home-team sports fan – their passion and their animosity for their rivals,’ Sportsnet VP marketing Dave Ballingall tells MiC. ‘The creative has a real edge to it that we think will connect with our target on an emotional level – it’s fun, memorable and own-able.’