Rogers Sportsnet begins Sportsnet Connected campaign
By Adnews Staff
Toronto-based specialty channel Rogers Sportsnet began a new multi-media advertising campaign yesterday to promote its program "Sportsnet Connected." The campaign includes city-specific creative in Toronto, Vancouver, Calgary, Edmonton, Ottawa and Montreal. The creative features the hosts of the program and images related to sports fans in each town. Media includes television, radio, online, in-arena and out-of-home. The TV campaign broke during the Sportsnet broadcast of the first game of the World Series last night. "This campaign was designed to really tap in to the psyche of the home-team sports fan, their passion and animosity for their rivals," said Dave Ballingall, vice-president of marketing at Sportsnet. "The creative has a real edge to it that we think will connect with our target on an emotional level. It's fun, memorable, and own-able." The campaign was developed by One on One Communications in collaboration with the Sportsnet on-air promotions department.