The World Junior Hockey Championship is a holiday tradition for millions of Canadians, but recent tournaments hosted in Canada have experienced declining ticket sales. TORQUE was first engaged to create the 2019 World Juniors bid for Vancouver and Victoria, and then retained to create a ticket marketing program that could stem the sales decline.
With an experienced group of leaders who were instrumental in securing the 2010 Olympic Winter Games in Vancouver, we knew the importance of creating a sound, responsible bid with multi-tiered governmental support, and our effort to bring World Junior hockey back to the West Coast was ultimately successful. We also knew the importance of tapping into a deep sense of national pride that only Team Canada could evoke. The result was “REPRESENT,” a campaign that served as a rallying cry both locally and nationally and brought to life via an omni-media strategy to drive ticket sales.
We used TV, OOH and digital video to build the brand and remind fans the tournament was coming- more than a year before the tournament began to harness the attention around the 2018 tournament broadcast. We supported brand media with a highly targeted digital and social media campaign to drive online sales conversion for tickets. The campaign was very successful – we exceeded our phase 1 goals by 10% and provided the ongoing marketing support needed to help the organizing committee meet their revenue targets more than a month before the event descended upon Vancouver and Victoria.