Crain’s Detroit Business’s Bill Shea examines the Red Wings’ revamped “Hockeytown” logo and advertising campaign:
“Hockeytown” as it was felt dated, the team’s top marketing executive said.
“It was time for a refresh,” said Craig Turnbull, senior vice president for marketing and communications for the Red Wings and Olympia Entertainment. “It’ll be much more featured. We’re happy with the way it came out. The reaction from guests has been very positive.”
“Hockeytown” has been a backbone of the team’s branding since the expression was introduced by the Detroit office of ad agency Bozell Worldwide in 1996 to commemorate the Red Wings’ 70th anniversary. It’s become ingrained with the team, players, fans, and was legitimized by the team’s playoff success and six Stanley Cup appearances.
It’s also a registered trademark, along with the Winged Wheel logo. Using “Hockeytown” as a fan-base reminder of the team’s glory years and to reinvigorate their sense of community is one strategy. So is playing defense against any suggestion that anywhere else is Hockeytown.