HOCKEY PLAYERS TO "FEEL THE DIFFERENCE" OF KOHO
By Adnews Staff
The Hockey Company of Westmount, Quebec is launching a marketing campaign this month for its new line of KOHO hockey skates with the tagline "Feel the Difference". KOHO is one of the company's major hockey equipment brands. The North American campaign includes a "Demo Day" tour and in-store promotions. The tour will travel to 150 locations in the United States and Canada, giving consumers the opportunity to try products in the KOHO skate line. In stores, consumers will receive a free gift for trying on a pair of KOHO skates. Buyers of skates have the chance to win tickets to the 2001 NHL All Star Game. Yan Martin, global brand manager of KOHO, said the campaign allows the company to interact directly with its customers. The target market for the brand is kids aged 12 to 16 years. All in-store promotional materials and posters were created in-house and feature an image from KOHO's print advertising created by Saint-Jacques Vallee Young & Rubicam of Montreal. Public relations are handled by Mastro Communications Inc. of Warren, New Jersey. The campaign runs until the end of September.