Rogers TV and Chevrolet will bring Hometown Hockey back for yet another season, and for first time will be broadcasting the 2009 World Junior Championships, involving the world’s best junior players.
Rogers will also micro-target its coverage. For the first time, viewers will experience more games played in their hometown rather than across the province. There are ad opps for advertisers during the event as well, adds Julie Henson, director, creative service and new media at Rogers, which include sponsorships and frozen-frame product previews.
To create buzz for the holiday hockey programming running Dec. 26 to Jan. 2, the company has created a hearty multiplatform ad campaign including TV, radio and online, plus a new microsite www.rogerstv.com/hometownhockey launches Dec. 15. Henson tells MiC that a grassroots campaign involving hundreds of clubs and hockey arenas across the province is also in the cards. Posters and promotional postcards geared to kids will be blanketing community centres.
