Ryerson’s athletics department kicked off a new advertising campaign for the Rams hockey team this season.
In the last few weeks, listeners of TSN Radio 1050 Toronto and Sportsnet 590 The Fan were treated to something new during commercial breaks: advertisements for the Rams’ opening game at the Mattamy Athletic Centre on Oct. 9.
Although the soccer season has already begun, associate athletics director Stephanie White says that the first home game of the hockey season is very important.
“We’re really treating that game as the season opener,” White said. “It’s the first opening game at the MAC, and it’s kicking off Ryerson’s whole season.”
The ads were developed by Ryerson in conjunction with an external marketer. White wouldn’t disclose the advertising budget.
It is part of the athletics department’s continued push to strive for excellence, which includes the recent bidding for the national volleyball championships and the purchase of a bus for the sports teams.
White says the purpose of the ads is to spread awareness of Ryerson’s brand in the community and generate more interest in Ryerson sports, as well as increase attendance and revenue.
One of the ads’ key points is that Torontonians have the chance to watch exciting hockey at the former Maple Leaf Gardens.
“We want to bring new people in and let them get the experience of athletics,” White said.
Although this isn’t the first time radio has been used to promote Ryerson sports, it’s the first time it’s been used for hockey.
As the season progresses, White says more ads will be aired under different themes, one of which could be a push for the playoffs.
The ads are just one part of a new multimedia campaign for men’s hockey, which is planned to run for four to eight weeks. Other components include web ads, door hangers, newspaper ads and even a streetcar painted in Rams colours. White says it’s effectiveness can’t be judged until the season is over.
“It’s about building our reputation, bringing people to the MAC and of course, (creating) incredible spirit and excitement.”