Hockey Love Outdoor Board

Atlanta Thrashers

Challenge: The newness of the inaugural season had worn off and we were now an 14-57-7 team that had no starts to speak of.
Blue Sky Thinking: Created a cult-like following with “Hockey Love” campaign that focused on the other exciting aspects of being at a Thrashers game.
Results: Merchandise extensions added $1MM in revenue and radio spots got free DJ airplay thanks to fan demands.