Maple Leafs try multimedia shot at netting new fans

From nostalgia to spirit-raising, the new Toronto Maple Leafs campaign certainly has Toronto covered.

Hoping to attract new audiences, such as younger and newer Canadians, and create a deeper connection with existing hockey fans, the Toronto Maple Leafs teamed up with Toronto’s Taxi 2 to create a multimedia brand campaign. Media buying and planning for the effort, which runs through November, was handled by GAGGI Media.

Unveiling in stages, the campaign includes 30-sec and 60-sec TV spots running until Oct. 31. The ads centre on all-time favourite Leaf goals and keep in mind that ‘spirit is everything.’ OOH billboards and superboards, as well as streetcar and GO Train wraps, are the newest editions to the campaign that will dominate the streets of Toronto and surrounding suburbs like Markham and Brampton, along with radio ads, throughout November.

The Air Canada Centre is featuring an array of hockey-themed ads, including banners, window and door clings and resto-ads, possibly until the end of 2008 (the duration is not yet finalized).

‘Reinvigorating the relationship between the team and the fans was an objective we took very seriously,’ says Jeremy Gayton, VP/GM at Taxi 2, which won the account in August 2008 following a competitive review against two other Toronto agencies.