The strategy is to brand its
weekend afternoon hockey as the "Game of the Week," much like it has tried to do with Sunday Night Football. NBC will tout young stars of the NHL that have yet to achieve mainstream name recognition,
like Sidney Crosby and Alexander Ovechkin.
The new campaigns also print advertising and promotional video at retail outlets, such as Wal-Mart, Sam's Club and Costco. NBC Sports creative director Mark Levy says the approach will feature elements in constant motion to emphasize the speed and movement of the game.
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