Hockey and Hamilton (Published Sept 30th 2017)

Hockey and Hamilton (Published Sept 30th 2017)

The Hamilton Spectator

Hamilton, Canada

Category Best New Print Product

Media associated with this campaign

Overview of this campaign

Our goal to produce a 64-page tabloid section was lofty, but we were confident it was achievable. We planned to include a variety of hockey content that was a combination of historical facts and memorable hockey highlights all related to Hamilton. The section was printed on white stock and strategically laid out in such a way that all ads sold were banners, making it easier to sell and more appealing for readers as a layout. We also launched a contest in the section, giving people and advertisers the opportunity to win tickets and a special VIP experience to the event.

Results for this campaign

Engaging content included homegrown NHL talent, a multitude of pictures and other local hockey stories, plus an in-depth account of the infamous 1987 win. The attractive layout and the advertiser contest also helped to achieve our target.  In fact, we made $24K in revenue, which is 10% higher than typical special sections.

The reader contest was also quite popular with almost 1,000 entries!  That’s definitely in the top 5 responses for our regular contests.

Extra copies were given to the event organizers as souvenirs, which extended our reach in the community.

Overall, a great success!


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