Case Study

National Hockey League Teleconference-The Ideal Platform for NHL Power Play

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Summary

Determined to seize a groundbreaking moment, the National Hockey League turned to DVL Seigenthaler to generate awareness for an unprecedented partnership with Constellation Energy to offset the NHL’s total carbon footprint. By orchestrating a media relations strategy, DVL Seigenthaler produced dramatic results befitting the NHL’s earth-enhancing, industry-changing announcement.

NHL media relations campaign program brochure for energy conservation created by DVL Seigenthaler

 

Challenges / Objectives / Implementation

DVL Seigenthaler developed a media relations campaign that included a component to add depth to the NHL/Constellation partnership. By incorporating third-party environmental expertise alongside that of NHL’s Commissioner Gary Bettman, we positioned the partnership as a groundbreaking moment for sports and the environment.

DVL Seigenthaler developed the media advisory, run-of-show, teleconference call logistics, talking points and Q&As for the NHL Commissioner, top Constellation executives and Green Sports Alliance president. Rather than blasting the advisory to NHL reporters or sports writers or simply pushing to all environmental media, DVL Seigenthaler honed in on media who have written on topics where culture and the environment intersect. Additionally, we developed the concept, design and messaging for the “Power Play” infographic to help illustrate the groundbreaking partnership.


Results

Due to aggressive outreach and follow-up, 25 high-level media outlets attended the event. Beth Courtney, president of DVL Seigenthaler, moderated the call from New York while the team in Nashville kept everyone in New York informed and aware of the reporters on the call and worked with all media to finalize exposure. Subsequent coverage appeared in 45 unique stories including the New York Times, Fortune, Washington Post, Wall Street Journal, Newsweek, the Guardian, Huffington Post, ESPN, Bloomberg Business Week, and the Associated Press, which was picked up in 160 newspapers—ranging from the San Francisco Chronicle to the Denver Post to USA Today—across North America. A detailed report revealed the partnership announcement achieved more than 1.4 billion impressions in the span of two days.

The “Power Play” infographic became a central tool for this program. It successfully piqued media interest and was shared across all social channels, most notably on NHL’s Twitter page to its 3.12 million followers. Further, NHL and Constellation were so thrilled with the infographic that they used it as a billboard to cover the entrance to the 2015 Honda NHL® All-Star Game in Washington, D.C. And Constellation made it a central art piece at its corporate headquarters.