Thrashers' Tough Thoughts Turn to 'Hockey Love'

ATLANTA-“Hockey love” is the theme of the NHL’s Atlanta Thrashers’ new marketing campaign.

Print and radio advertising, created by Atlanta’s Blue Sky, addresses the issue troubling most pro sports expansion teams: How do you build attendance and loyalty for a team that gets drubbed two out of the three times it takes to the ice?

“The challenge is to provide fans with a full-rounded entertainment experience,” explained Derek Schiller, the Thrashers’ vice president of sales and marketing.

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