Despite the ongoing labour dispute between the NHL and the players’ association that threatens to derail the 2012-2013 hockey season, RBC wants Canadians to know that hockey is still an integral part of the Canadian identity.

To this end, the financial institution has launched its “Hockey Never Stops” campaign, which shines the spotlight on the local hockey that is still being played all across the country, while trying to cement the brand’s reputation as a supporter of grassroots hockey.

“Hockey is still being played at the community level, and that is where RBC has focused its efforts and had the most impact with its grants and partnerships,” Jessica Tan, manager, brand marketing, RBC, tells MiC.

The campaign, with creative by Entrinsic and media by M2 Universal, features TV ads, which are currently airing on TSN alongside the World Juniors Hockey Championship, with additional support online via YouTube, Facebook and Twitter, and rinkboard signage in communities across the country.

The TV spot features narration by sports commentators weighing in on the state of hockey, while kids all around the country get ready to take to the ice. Tan adds that the social media aspect of the campaign, which includes messages from NHL players, is targeted specifically at parents with children who play hockey.

“With a short TV campaign that coincides with the World Juniors tournament, we felt that adding a targeted social media component would help to better engage the hockey community, reinforce our commitment to grassroots hockey and get our brand in front of key influencers,” she explains.

The TV portion of the campaign will run until the end of the World Juniors on Jan. 5.

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