TSN promotes six-hour hockey tribute
By Adnews Staff
Toronto-based sports specialty channel TSN has begun a marketing campaign in support of a six-hour tribute to hockey called "Canada's Game: Hockey Lives Here" that will air on Feb. 19. The effort includes print advertising, on-air promotion, Web-based materials and a tie-in with the Hockey Hall of Fame. Print ads are running in the local media outlets in markets from which TSN will broadcast during the program, including the Thunder Bay Chronicle Journal, Fredericton Daily Gleaner, Ottawa Sun, Calgary Sun, Vancouver Province, Saskatoon Star-Phoenix and Whitehorse Star. The English-language on-air promotion consists of five-, 15- and 30-second commercials on TSN and CTV. The creative was produced in-house. The TSN.ca website is hosting a special area for the program where visitors can vote on the greatest Canadian hockey players by province and territory. In association with the TSN, the Hockey Hall of Fame will include two free admissions for visitors under 17 years of age with a paid general adult admission on Feb. 20. TSN will have a booth on the site that day where visitors can win hockey prizes, including a limited edition framed lithograph signed by Mike Bossy, Johnny Bower, Marcel Dionne, Paul Henderson and Guy Lafleur. "Canada's Game: Hockey Lives Here" is being sponsored by General Motors, Tim Horton's, Bell Canada, CIBC, General Mills, Home Depot, Castrol, Subway and Ford.