THE HEART OF THE GAME
IN A CAMPAIGN AIMED AT FOREIGN VISITORS, WE ASKED HOCKEY LEGENDS FROM 16 PARTICIPATING NATIONS: WHAT DOES “THE HEART OF THE GAME” MEAN TO YOU? THROUGH DEEPLY PERSONAL STORIES, THEY SHARED THEIR GREATEST CAREER MOMENTS, SYMBOLISED BY A PERSONAL OBJECT CLOSEST TO THEIR HEARTS.
THE PROBLEM
Ahead of the World Championship, Czech Republic faced a significant issue: while games featuring the Czech national team were already sold out, there was a notable lack of enthusiasm among foreign fans to travel and support their national teams. This imbalance threatened the tournament’s international spirit, with empty seats at key games risking diminished energy, spectacle and revenue.
OUR SOLUTION
A campaign tailored to each participating country was drawing foreign fans into the heart of the event, resonating deeply with their passion for hockey. It delivered outstanding results: the six-week last minute targeted campaign sold more than 5 300 of those hard to sell tickets in countries like Switzerland, Austria, Latvia, Germany, Poland or Sweden. It generated ticket sales 10x the size of actual investment, contributing significantly to the tournament’s record-breaking attendance and revenue.
