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ST. MICHAEL'S MAJORS

The St. Michael's Majors are one of Canada's oldest and most celebrated junior hockey teams. Over the past 95 years, 146 St. Mike's players have gone on to be NHL stars, yet few people know who they are. Downtown Partners' idea stemmed from the national curiosity among hockey fans to see who the "next big thing" is going to be. The campaign focused on the fact that Ontario Hockey League games are just as action-packed as the NHL, without the cost and arrogance of professional sport. Bob Cole, easily recognizable as the "voice of hockey" in Canada, appeared in radio spots to reinforce the idea. To appeal to a wide audience, tongue-in-cheek humour, as well as light-hearted pokes at the NHL, were woven into the Hardcore Hockey print execution. Walk-up ticket sales have increased nearly 35% since the campaign's launch.

Radio

Unknowns	3 Star Selection
Hockey Cards

Print

Drafted	Fight For Cameras
Over His Shoulder	Retirement
Uncorrupted