NHL Declares “History Will Be Made” with New Campaign

Matthew Hogan@MattNHLHoganAnalyst IMay 17, 2010

PITTSBURGH - MAY 2:  Michael Cammalleri #13 of the Montreal Canadiens celebrates his third period goal against the Pittsburgh Penguins in Game Two of the Eastern Conference Semifinals during the 2010 NHL Stanley Cup Playoffs on May 2, 2010 at Mellon Arena in Pittsburgh, Pennsylvania. Cammalleri had two goals to pace the Canadiens to a 3-1 win over the Penguins.  (Photo by Jamie Sabau/Getty Images)
Jamie Sabau/Getty Images

Every postseason in the NHL brings forth a new leader, a new hero, and a new legend.

The NHL’s new “History Will Be Made” campaign has made fans remember the heroes of playoffs past, and the possibilities of what the future may bring.

“It’s always an extraordinary time of the year,” NHL Executive VP of Marketing Brian Jennings said in an interview with Bleacher Report on Friday. “…The playoffs have done nothing but capture the imagination of our fans.”

The campaign shows some of the greatest moments in the history of the NHL playoffs and rewinds them in slow motionleaving the fans with the question, “What if this didn’t happen?”

From Bobby Orr’s “flying” goal in the 1970 Stanley Cup Final to Mark Messier raising the Cup with the New York Rangers in 1994, no iconic moment is spared.

“We’re constantly seeking to figure out what are those connective threads that we can capture and spark the imagination of our fans in not just an authentic way, but in a unique way,” Jennings said.

The NHL has continued the brilliant campaign by featuring videos from this year’s playoffs, reminding fans that history is in the process of being made.

Montreal Canadiens goaltender Jaroslav Halak had his own piece of the campaign just hours after upsetting the Washington Capitals in the first round, and one of his teammates, Mike Cammalleri, followed shortly thereafter.

“What we wanted to do was transition from the historic into the fact that history is being made—it’s being made every night. So we transitioned into what I call more topical type of moments, where something big happens the night before and [the fans] live it.”

The NHL has had their hands in marketing campaigns before, like the mildly entertaining “NHL Road Trip” commercial from several seasons ago, but nothing to the extent of their current campaign.



The significance and substance behind each historical video shows the NHL took its time in selecting moments that not only hockey fans could identify with, but sports fans as a whole.

The idea to incorporate the videos of events taking place in the ongoing postseason was extremely intelligent in the sense that it will remind all viewers that every game is important and that they are in the process of watching what could be the next great iconic sports moment.

The campaign has radically grown in strength since its debut, and will only continue to grow as the playoffs march on.

The NHL hasn’t always hit its mark in the past, but things have been getting progressively better in the last five seasons since the lockout. The Winter Classic was an incredible start, and the History Will Be Made campaign only solidifies the fact that the NHL is heading into a larger part of the sports food chain.

Thanks to Jennings and his team, NHL fans, as well as sports fans in general, have another reason to watch the playoffs unfold.

“We feel we can reach and mobilize our fans and meaningful ways, and that is certainly what this [campaign] is about,” Jennings added. “…When you see your fans react to it in such a way you know you hit that core and connection.”


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