World Juniors hit the streets for TSN

The sports network's new campaign aims to spark excitement around Canada hosting the holiday-period tournament.

Before the final whistle of the season had blown on TSN’s CFL coverage, the network hit go on its next big ratings event – the World Juniors.

The first TV spot in its #HerewegoCanada campaign aired Sunday during the Grey Cup. That puts the network in high gear for the 2015 IIHF World Junior Championship being hosted in Montreal and Toronto, as the sports network gives a big push to its tent-pole hockey property.

The campaign creative – which features World Juniors players from several countries walking the streets of Toronto and Montreal in full hockey gear – was created in-house by the Bell Media agency. The campaign will include three 30-second TV spots as well as several 15-second spots airing across Bell Media platforms.

In addition to the TV spots, two weeks before Boxing Day (the date of the tournament’s opening game), the Bell Media-owned channel will embark on an outdoor, radio and digital campaign on Bell Media properties.

Last year more than 14.5 million Canadians watched some part of the tournament, which was broadcast from Sweden, on TSN or TSN 2. That made it the most-watched World Juniors tournament hosted outside of North America.

With the tournament taking place on home soil, Chris Taylor, senior marketing Manager, TSN says the network expects a larger audience for the 2015 edition.

Last year TSN partnered with McDonald’s Canada to execute Canada’s first live-sports Twitter Amplify campaign during the tournament.