Rogers Hometown
Hockey Tour
Role: Creative Direction
This project was developed while working with SDIMKTG
The Brief.
After obtaining the NHL broadcast rights, Rogers was eager to find new ways to transform the hockey landscape in Canada via their media channels (including a weekly national TV broadcast) and in the grassroots communities themselves.
The Idea.
Working with Rogers, we created the Hometown Hockey Tour, a season-long (6 months) cross Canada touring festival that is a celebration of all things hockey.
The Tour’s free festival features a full weekend of live entertainment, NHL alumni, hockey-themed activities and community events, culminating with a live outdoor viewing party of an NHL broadcast from the Sportsnet Mobile Studio.
Sharing local hockey stories across the nation, the experience gets to the heart of Canada’s insatiable passion for the game of hockey.
We also created a series of individual partner activations, catered to different ages and interests. Blue chip brands like, Hyundai, Scotiabank and McDonald’s have been long term partners.
Hometown Hockey began it’s 6th season at the end of 2019. Upon completion of this tour, the event will have stopped at over 300 communities and travelled over 100,000 kilometres coast to coast.
