Montrealer said:
You're right. It's awful. I will not watch NHL hockey this fall because of their horrible, horrible new slogan.
Heavens to Betsy!
Actually, Montrealer, it is a horrible slogan. Ask any advertising student, any communications major and they'll tell you that to your face. "Its a whole new game" is a brutal slogan. Why? Lets break it down:
"Its A Whole New Game"... really?...Ya, so, what on earth does that mean to your target audience? That its new? Ya, whoppie-doo, so is Rodeo and Poker... and both get better ratings; So is the CFL... and its cheaper and more entertaining. So what if its new? Dodgeball is new. So is the WWE. What does that slogan convey to the avg. 18-25 yr old who has completely taken the NHL off their sports-radar for a whole year? That its new? If thats it (which it is) then "Its A Whole New Game" fails completely to set apart the brand, which is the prime objective of a slogan: to identify and set apart the brand in order to maximize the brand's public awareness. It fails to convey what IS different and, thus, worth spending money on IN the "newness". What that difference MEANS for the fans and how that difference is better than the myriad of other sporting options that they have. Practically, how does "Its a whole new game" translate into a 18-25 yr old dropping an average of 43.7$ into watching the NHL live? It doesnt.
Because I'll tell you what, Toronto is the Mecca of Hockey and the Argos are the hottest thing in town. Why? B/c ppl are POed at the NHL, the CFL is entertaining and it is cheap! And for the Argos, it is their prime objective to convey to the avg. fan "guess what, we're not like those stuck up NHL players who are unreachable, overpaid and completely unlike you, the regular joe. We're approachable, were real people with real jobs.. in short, we're just like you". And their slogan? "See you on the field". Why is that key? Well, besides the fact that it conveys their desired double meaning of having you at the game and that you are important to the experience, its also completely truthful: ya, thats right, they invite fans on the field after the game to meet the players. ... "wait, you mean "ME", a soccer mom/dad with disposable income, on the field with real players, who are projected as regular people yet positve role models for my bratty kids? And my family of 4 gets entertained for under 75$? Wow!! My kids will love that!!" ... exactly. CHA-CHING! Whodathunkit: a slogan that actually means what it says and does what its supposed to: open people's wallets. Thats marketing.
Now, what ISNT marketing and why is the NHL so good at screwing it up? Well, its b/c they dont "GET IT"... as in the name of their last ad campaign. You remember, the one where B actors yammered on in empty warehouses about how you, the fan, should GET IT about the NHL. With the Stanley Cup in tow in the background, each spokesperson babbled on at high-speed using obscure hockey terminology and emplored the watcher to "GET IT" about the NHL. Why was this such a flop? Well, in short, because it had NOTHING to do with Hockey. To the illusive 18-25 market it a) showed nothing to intice them to "GET IT" (unless you find Dennis Leary screaming at you to get it inticing) and it b) confused them even more about this crazy game where grown men chase a black circle on ice by throwing in weird lingo then looking at you like you were stupid if you didnt understand it. In short, it insulted them. To the hockey purist the insult was simple: it had NOTHING to do with hockey. Take away the Stanley Cup, and you're left with a bunch of "who are they"s chattering about hockey terms in a abandoned shed. Theres no hitting. No action. No scoring. No Hockey... and, in the process of doing so, came off sounding like it was accusing you of being an idiot for not getting it too. Pure Marketing Genius: Insult, not only the people who dont "Get It" but also insult the intelligence of those who do. It goes to show that the people who were in charge of such masterful ad campaigns shouldnt be in charge... Thats some great marketing there! Lets insult the very people were attempting to reach and alienate them more by going on that is rarely used anyways instead of, you know, SHOWING HOCKEY.
So, in conclusion, it does suck. "Its a whole new game" sucks massive. And we will see just how bad it sucks when we're into October and the February and the AFL is whooping the NHL in ratings. Though, I doubt the marketing folks over at the NHL will "get it" even then.