کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
139723 | 162514 | 2008 | 5 صفحه PDF | دانلود رایگان |
![عکس صفحه اول مقاله: Re-branding the NHL: Building the league through the “My NHL” integrated marketing campaign Re-branding the NHL: Building the league through the “My NHL” integrated marketing campaign](/preview/png/139723.png)
This article is a case study examining promotional efforts undertaken by the National Hockey League (NHL) via integrated marketing initiatives launched during the 2005–2006 season. Following the 2004–2005 season player lockout2, the NHL worked to promote itself to both fervent and casual fans. By briefly assessing past marketing efforts and the dwindling popularity of the league in recent years, the article provides a fuller picture of how professional hockey was marketed in North America when the NHL returned to play. The focus is on “My NHL” and the league's re-branding efforts as part of its new integrated communications plan. This research reveals that in its attempts to revive the sport the NHL has done a better job than with past efforts, however the current campaign must be aggressively maintained in order to successfully re-brand the league.
Journal: Public Relations Review - Volume 34, Issue 2, June 2008, Pages 156–160