XM Canada conducts hockey campaign
By Adnews Staff
XM Canada has begun a new advertising campaign to coincide with the start of the National Hockey League season. The initiative focuses on the satellite radio company's hockey content. It includes a 30-second television commercial supported by online advertising and a 15-second online video. The animated TV ad depicts a hockey increasing in speed and size as it moves through various locations, eventually arriving at Toronto. The commercial will air during hockey-related programming though October on NHL Network, CBC and TSN. The online materials are running on NHL.com. The campaign was developed by Field Day of Toronto. "XM carries live broadcasts of every NHL game and 24/7 hockey talk and analysis," said Andrew Arntfield, president of Field Day. "It's the most in-depth hockey coverage in any medium, and it's exclusive to XM."