YEARS O F B U I L D I N G B R A N D S

To attract fans and partners back to the brand after the cancelled 2004-2005 NHL season and to develop a new long-term position-ing based on the notion of teamwork, home, tradition and loyalty – hallmarks of the Boston Bruins brand.

The Boston Bruins engaged SME to develop The Hub of Hockey brand campaign, a compelling platform re�ecting the team’s rich heritage and placing the Boston Bruins brand at the epicentre of all things hockey in New England. The Hub of Hockey is scalable to grass roots and youth initiatives, to high school/collegiate hockey, to NESN, the Bruins’ RSN, and to partner activation opportunities. The Hub of Hockey was inspired by the words of Oliver Wendell Holmes, “Boston is the hub of the universe.” The campaign’s visual expression was in�uenced by the patriotic spirit of those words, intensifying the emotional bond for fans and making the brand a destination of the heart.

In the past three seasons, the Boston Bruins have become a transformed organisation both on and off the ice. The 08/09 season has seen record increases in attendance and team performance.

In developing a more consistent, concise, and effective brand for Boston Bruins, SME employed the following services: