Hockey Team Shoots Account To Cashman




BOSTON-The Hartford Wolf Pack last week awarded its advertising account to Cromwell, Conn.-based Cashman & Katz, beating out KGA in Middletown, Conn., and Elkinson & Sloves in Farmington, Conn.
The assignment includes print and broadcast creative development, media buying duties and public relations. Billings were estimated in the high six figures.
A member of the American Hockey League, the Wolf Pack is a farm team of the New York Rangers, a National Hockey League franchise owned by Madison Square Garden L.P., which manages the Hartford Civic Center. The NHL’s Hartford Whalers earlier this year moved to North Carolina.
“The obstacle is that there [are] still a lot of disheartened hockey fans in Hartford. A lot of people are still upset that we don’t have an NHL team. We want to prove that every game in the AHL is like the Stanley Cup finals because the players are trying to make the NHL,” said agency principal Tony Cashman.
“[Cashman & Katz’s] creativity caught my eye,” said Tom Mitchell, executive vice president of operations for the Hartford Wolf Pack. “Their approach to the TV ad we’re thinking about also caught my attention.”
The final task of the pitch was to create an ad in 24 hours to sell season tickets, according to Michael Guinan, general sales manager for both the Wolf Pack and the Hartford Civic Center. Cashman & Katz’s winning print execution, headlined “Sink your teeth into Wolf Pack season tickets,” recently ran in the sports section of The Hartford Courant, Guinan said. Bite marks on both sides of the ad revealed the copy.