NEW YORK—The National Hockey League, looking to reconnect with fans and rebuild its reputation after losing a season to a lock-out of players by the owners, has retained CarryOn Communication for strategic brand and consumer public relations, and Rogers & Cowan for entertainment public relations. The two firms will work alongside Conductor, a Los Angeles-based entertainment and brand agency that applies its Hollywood storytelling skills to marketing global consumer and entertainment brands, which has been selected as the NHL’s lead marketing communications and integration agency.
A comprehensive campaign for the new NHL is slated to launch the third week in September and carry throughout the 2005-2006 season and will include traditional broadcast, print, outdoor and digital media, as well as events and other non-traditional initiatives.
“The NHL has been polling our fans who have consistently told us, that when we come back it should be in a big, bold way. To do that, the NHL, together with its players, have recruited an exceptional creative team,” said Ed Horne, NHL Enterprises president.
At CarryOn, the NHL account will be serviced out of New York with support from its Washington D.C. and Los Angeles offices under the direction of Chris Foster, senior vice president and general manager for the agency’s east coast operations and CEO Kevin Grangier. Meredith McHale Howard, vice president in New York, will help lead and manage the media relations campaign.
“We’re excited to be a part of the strategic marketing team as the new NHL is reintroduced to media and consumers,” says Grangier. “This assignment leverages our growing expertise in the brand building arena, having launched new market leaders like Razor Scooters and helped re-energize established brands, including Johnny Rockets restaurants.”
At Rogers & Cowan, the NHL account will be managed out of the Los Angeles office under the direction of Tom Tardio, chief executive officer. Heather Krug, vice president, will oversee the account working with her team to help garner additional attention to the NHL and its players. Integration of the league and its players into relevant films and television shows will be headed up by Tara Walls, executive vice president.