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TSN breaks World Juniors campaign

Specialty television channel TSN has begun a promotional campaign for its upcoming coverage of the IIHF World Junior Championship hockey tournament. The campaign, called "Here We Go," broke yesterday with a television commercial that ran during the broadcast of the Grey Cup. Developed in-house by Bell Media, the initiative consists of three 30-second television commercials and a number of 15-second TV and radio ads. These will be accompanied by out-of-home and digital advertising through December and early January, as well as social media activities.

The creative depicts World Juniors hockey players from Canada, Finland, Germany, Russia, Sweden and the United States, in their equipment, visiting various landmarks in Toronto and Montreal.

"The Grey Cup and the World Juniors are two annual Canadian sporting traditions that galvanize Canadians every year," said Shawn Redmond, vice-president of programming and marketing at TSN. "They are also two key tent poles on TSN's schedule of championship events. With the country celebrating the Grey Cup, we had the perfect opportunity to stoke viewer excitement for Canada's next major sporting event, which will be bigger than ever this year with Team Canada hosting the world."

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