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Ottawa Senators

Case Study

blackiron has partnered with the Ottawa Senators for their 25th Anniversary and the Stanley Cup’s 125th year celebration.
Ottawa Senators


The Ottawa Senators required blackiron’s skill and expertise to drive consumer engagement to celebrate the organization’s 25th Anniversary and the Stanley Cup’s 125th year celebration.
Ottawa Senators


2017 is a very significant year for Canada. It is celebrating its 150th anniversary, and given the fact that hockey is truly Canada’s game, the celebration would be incomplete without paying tribute to the NHL. Leveraging the Canada 150th momentum in Ottawa and reinforcing hockey’s significance as Canada’s national pastime would help create buzz and excitement around the Ottawa Senators’ 25th Anniversary.
Ottawa Senators


blackiron supported a series of events to celebrate the history of hockey in Canada and 25 years of the Ottawa Senators. From the Stanley Cup 125th evening event to the Canadian Museum of History’s Hockey Exhibit, which showcased hockey-related items with heritage significance. Acting as a liaison between all the donors and the City of Ottawa Archives, blackiron planned and executed the artifact collection for the event. In order to build momentum ahead of the season, blackiron also managed several experiential marketing campaigns to encourage social media engagement and brand interaction, including hitting the streets of Ottawa-Gatineau with giant XXV letters. An important part in the planning, development, and execution of the Red Zone pre-game festivities throughout the 2017 Stanley Cup Playoff run, blackiron built programming schedules, and helped coordinate activation opportunities for national brands such as Bell, Molson, Premier Paint, Curling Canada, and more.



The Red Zone saw record numbers in 2017

 · Record social media interaction across Facebook, Twitter, and Instagram
 · Developed a custom Ottawa Senators exhibit at Canadian Museum of History

2017 marked an important year for the Ottawa Senators, and blackiron was a fundamental part of our success. No matter the task, blackiron went above and beyond to make sure our events were well planned, organized, and created excitement in the Ottawa community. Working with blackiron has proved to be a fruitful partnership.”

Mike Wallace
Senior Director Marketing at Senators Sports & Entertainment

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