Joe Thornton And Vincent Lecavalier Featured In Ground-Breaking TV Spot
CCM© Supports Vector™ Pro Skate Launch with Major Marketing Campaign
Montreal, Quebec, January 9, 2004...CCM©, the exclusive supplier of ‘away' jerseys to the National Hockey League, announces the beginning of its BREAK-AWAY campaign to support the introduction of its innovative Vector™ Pro high-performance skate.
The BREAK-AWAY campaign is headed by a TV commercial that features NHL stars Vincent Lecavalier and Joe Thornton playing an unusual one on one hockey game on an ice rink shaped like a half-pipe. Developed for CCM© by Toronto-based The Hive Strategic Marketing, the innovative concept had for objective to establish CCM's Vector sub-brand as one associated to attributes of speed, agility and new-school hockey. The 30-second commercial can now be viewed at www.ccmsports.com.
The launch of CCM's Vector Pro skate is also supported by a North-American print campaign, direct mail initiatives and rinkboard signage throughout NHL© arenas, already since January 1st. All major North-American hockey markets have been targeted by CCM for this important product launch. "The Vector Pro skate is an innovative new product that will enhance the performance of today's hockey players", says CCM's Director of Marketing, Yan Martin. "The campaign developed for its launch, especially the TV execution, is equally innovative and will have people looking at the game of hockey in a different way".
The Vector Pro skates are already worn by over 80 NHL© players and are making an impact in all professional hockey leagues around the world. The skates are now available in major hockey and sporting goods stores across Canada and the United States.