"Back on the Ice" By Darrin Schwarz

Following the cancellation of the 2004-2005 NHL seasons, the Boston Bruins are launching a new marketing strategy to win back its fans and promote the NHL’s first U.S. franchise. Charlie Jacobs, the team’s executive V.P., claims they are just “illustrating what was already there”. Management teams and several alums feel that the lunch-pail ethic and the basic values of heart, hustle, desire, and dedication relate to the Boston hockey fans. It seems fitting that the new slogan, “It’s called Bruins”, may change the perception of some that the team, while being successful during the regular season, will not succeed in the playoffs.
Many executive decisions are still on the way, including $8 million in asset media on the New England Sports Network and regional print and radio will carry the campaign over the next two years. Even the inevitable reality show in which a fan will join the team’s front-office staff will be introduced. Still, the Bruins have a tough battle given the success of the Patriots and Red Sox but it remains a hockey town, and the current marketing strategy based on the team’s legacy is attempting to wake-up the fans that have been hibernating from hockey.