CFL goes on marketing offensive in its biggest markets
New league-centric campaign is meant to work alongside new Argos rebrand
Morgan Campbell Staff Reporter thestar.com May 18, 2016
Hope you’re ready for the CFL, because avoiding the league’s marketing message is about to become difficult.
The CFL kicked off a marketing campaign Wednesday, based on the “What We’re Made Of” re-brand unveiled at last year’s Grey Cup, and aimed at strengthening its presence in Toronto, Montreal and Vancouver.
For now the blitz consists mainly of posters showcasing attributes — like “Grit,” “Heart” and “Soul” — that endear the league and its players to would-be fans. But it will grow to include billboards and on-screen commercials at Cineplex theatres, says the CFL.
The league’s campaign unfolds the same week the Argos are going public with their brand makeover, and soon TSN’s CFL-themed advertising will begin appearing around Toronto.
CFL spokesperson Paulo Senra says the three marketing blitzes spring from a months-long planning process designed to ensure they complement each other instead of drowning out each other’s messages.
Senra says the first posters connected with the CFL’s campaign will begin appearing in strategically-targeted neighbourhoods, like Queen St. West and Liberty Village, that surround BMO Field, which will host both the Argos and the Grey Cup this season.