[ Maple Leafs try to score new fans ]
October 29, 2008 | By Kristin Laird
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The Toronto Maple Leafs want fans to once again get into the spirit of the game with the launch of a new Toronto-based brand campaign.
The campaign from Taxi 2 includes a 60- and 30-second TV commercial, two 30-second radio spots, billboards, street banners, streetcar and GO train wraps.
The goal is to attract new fans, but also reignite the sense of pride and spirit that comes with being a Leaf fan, said Jeremy Gayton, vice-president, general manager of Taxi 2.
“Being a Leafs fan is part of what it means to be a Torontonian,” he added. “So [the campaign is] really playing upon that and trying to remind people why they are Leafs fans...and why they should want to become a Leafs fan.”
The commercials show people describing their favourite Leaf moments with friend and co-workers. The spot jumps back and forth to each description, while showcasing old and new footage of great Leaf goals. It ends with the super: “Leafs Nation. Spirit is Everything.”
“It has a nice balance of past, present or future moments that Leafs fans would always remember and sort of attribute their fandom to,” said Gayton. “They’re really allowing their fans to tell their own stories.”
This is the first Maple Leafs brand campaign since Taxi 2 won the account last June, though the agency has worked on other Maple Leaf Sports & Entertainment brands including the Toronto Raptors, Toronto FC, and the Toronto Marlies.
“We want to create a deeper connection with our existing loyal fans and start attracting new audiences that include youth and new Canadians,” said Tom Anselmi, executive vice-president and chief operating officer of MLSE, said in a release. “[The campaign] will create a visible impact for our team that reminds our fans why their relationship with the team is so important to them, while developing a relationship with new fans.”
The campaign launched earlier this month and runs until the end of November. Gaggi Media handled the buy and planning.
