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Marketing campaign

2017 World Junior Fan Celebration
2017 World Junior Championship

The campaigns emotional story is based on the promise of a fun & raucous, hockey experience.

17.2 million Canadians watch the World Juniors from the comfort of their living room.

 

The client needed to convert those TV watchers, into ticket buyers.

 

After reviewing research on hockey fans, the creative team brainstormed slogan ideas, and I selected a visual theme.

The engaging campaign was expertly applied to hundreds of different materials, helping to exceed ticket sale targets.

Phase 1: Outbound
2017 World Junior Poster
2017 World Junior Poster
2017 World Junior Bus Shelter Poster
2017 World Junior Subway Poster
2017 World Junior Newspaper Ad
2017 World Junior Web Ads
2017 World Junior Geo-Targeted Mobile Ad

Geo-target mobile ad - Sent to everyone with an active mobile device, who attended a World Cup of Hockey game at the Air Canada Centre.

Phase 2: Inbound
2017 World Junior Google AdWord

Google Ads - Text ad displayed at the top of a search.

2017 World Junior E-Newsletter

Content marketing - An email sent to World Junior subscribers, providing them with valuable tournament content and a small WJC ad.

2017 World Junior Web Site
2017 World Junior Tablet Website

UI & UX - Ticket website, both desktop and mobile feature an easy to update modular design.

Phase 3: Venue signage

This signage helps to create the fun atmosphere promised by the marketing.

 

Applied to digital & print signage across two NHL arenas; the Bell Centre in Montreal and the Air Canada Centre in Toronto.

2017 World Junior Jumbotron
2017 World Junior Wall Graphic
2017 World Junior Pull-up Banner
2017 World Junior Fans with Signage
2017 World Junior Rinkboard
2017 World Junior Stair Raisers
2017 World Junior Hop-up Display
2017 World Junior Trophy Table