Anthem wins job of promoting London Knights ice hockey

By FRANCESCA NEWLAND, campaignlive.co.uk, Friday, 04 December 1998 12:00AM

Anthem has landed the task of promoting ice hockey to the British public by winning the advertising account for the London Knights, the only London team in the UK’s eight-strong Ice Hockey Superleague.

Anthem has landed the task of promoting ice hockey to the British

public by winning the advertising account for the London Knights, the

only London team in the UK’s eight-strong Ice Hockey Superleague.



The club, based at the London Arena, aims to promote the sport by

advertising in the specialist press and then using other media, before

finally moving on to TV.



Anthem’s first work is a print campaign which will run in specialist

publications until Christmas. The drive will begin in earnest in the new

year with a series of targeted subscription drives.



The press ads use the puck as the star, playing on its physical

similarity to a pill. The first execution runs the line, ’to be taken

twice a week’, and copy at the bottom explains that games are played at

the Arena twice weekly.



The second, ’will not cause drowsiness’, highlights the screaming that

goes on during the games and the third, ’can be taken with alcohol’,

explains that that you can have a good night out as cold beer and hot

dogs are available.



Andy Stevens, the Knights’ project manager, explained: ’The Knights are

a new brand within a new product category as far as the UK is

concerned.



We needed an agency which could understand that dynamic as well as work

alongside our public relations and design partners.’



This article was first published on campaignlive.co.uk

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