Bauer Hockey Launches “OWN THE MOMENT” Campaign
25 Octubre 2012 - 9:27AM
Business Wire
Bauer Hockey, the world’s leading manufacturer of ice hockey
equipment, unveiled its “OWN THE MOMENT” brand campaign, a fully
integrated global initiative that focuses on the numerous moments
in hockey that make the sport truly unique and special.
OWN THE MOMENT - No goal ever comes
unassisted (BAUER AD #1) (Photo: Business Wire)
The campaign, which is the first Bauer Hockey campaign in more
than 15 years to focus solely on the brand itself, shines a
spotlight on the on-ice and off-ice moments of hockey when teams
come together and players better themselves through dedication,
hard work and preparation. In addition to highlighting the
distinctive and special moments that make up the sport, Bauer
Hockey utilized a unique approach to launch the international
campaign by focusing the creative execution exclusively on amateur
players.
“The ‘OWN THE MOMENT’ campaign connects to our consumers on a
personal level because those special moments in hockey are
universal to players around the world, regardless of age,” said
Kevin Davis, President & CEO, Bauer Performance Sports. “At
Bauer, we have been helping players elevate their game and excel in
these moments for more than 83 years. By focusing the launch of the
campaign solely on the youth players, we have definitely struck a
chord because those kids live these moments each day and can
envision themselves in each and every moment.”
The fully integrated campaign features a comprehensive print
media buy as well as an in-depth digital experience, through
Bauer.com and Bauer Hockey’s social media channels. The initial
phase of the campaign aims to spread the “OWN THE MOMENT”
philosophy and mantra as well as drive consumers to submit videos
of their moments for a chance to be featured in an upcoming Bauer
Hockey global television commercial. The television commercial will
debut during the IIHF Ice Hockey World Junior Championship in late
December and is also scheduled to run nationally during the 2013
NHL Winter Classic in both the United States and Canada.
In addition to its focus on amateur players to launch the
campaign, Bauer Hockey plans to unveil additional creative elements
in the coming months that feature some of the game’s best players
including Steven Stamkos, Alex Ovechkin, Claude Giroux, Henrik
Lundqvist, Patrick Kane and Jonathan Toews to name just a few.
“‘OWN THE MOMENT’ is much more than an advertising campaign, it
is a culmination of nearly two years of brand refinement and
consumer research to develop a campaign that not only connects to
players of all ages but also clearly defines what Bauer Hockey
stands for as a brand,” said Steve Jones, Director of Global
Marketing and Brand Strategy, Bauer Hockey. “This campaign is
already resonating with our core consumers as well as our top
professional players and will be an important element of our
overall marketing mix for years to come.”
To learn more about the “OWN THE MOMENT” campaign, visit
www.bauer.com or search #OWNTHEMOMENT on Twitter. The campaign can
also be accessed via Facebook at facebook.com/Bauerhockey or on
Twitter by following @BauerHockey.
ABOUT BAUER HOCKEY
Bauer Hockey is the world’s most recognized designer, marketer
and manufacturer of hockey equipment. Founded in Kitchener, Ontario
in 1927, Bauer Hockey developed the first skate with a blade
attached to a boot, forever changing the game of hockey. Since
then, Bauer Hockey has continued to develop the most sought after
products in the industry, including the widely successful SUPREME®
and VAPOR® lines of products. Bauer Performance Sports, a
publically traded company on the Toronto Stock Exchange, is the
parent company of Bauer Hockey, Mission Roller Hockey, Maverik
Lacrosse, Cascade Sports and Inaria International. For more
information, visit Bauer Hockey’s website at www.BAUER.com.
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