Case Studies

10 Countries in 10 Days

CLIENT

NHL Players’ Association

OBJECTIVE

Generate awareness about the NHLPA’s Goals and Dreams 10th anniversary tour, a 10-day whirlwind journey that saw NHL alumni donate new hockey equipment to grassroots hockey clubs in 10 countries

SOLUTION

Create a content-rich, visually engaging microsite, filled with communication apps, offering to-the-minute news and video from the road as equipment was distributed; feature NHL alumni in media interviews to discuss involvement in the tour and what it means to them

RETURN

84 media outlets followed the story, generating 54 million media impressions, including Coach’s Corner on Hockey Night in Canada