Pomp & Circumstance PR has been selected as agency of record for the Scotiabank World Cup of Hockey Fan Village, the fan festival that takes place during next month’s World Cup of Hockey in Toronto.
The agency was chosen by the NHL and the NHL Players Association (NHLPA) after a competitive review.
Tens of thousands of visitors are expected at the 10-day fan festival, which will be free of charge and take place in Toronto’s Distillery District from Sept.16 to Sept. 25.
Amanda Alvaro, president of the 11-person agency, said P&C was invited to pitch because of the role it played in handling the recent launch of rugby franchise Toronto Wolfpack and its experience in driving attendance to big-name events.
“It’s a big deal,” said Alvaro of her seven-month-old agency working with established brands like the NHL and NHLPA.
It’s a given that the event will drive sports media, “but one of the things we’re really good at, outside of sports media, is creating more of a lifestyle story and angle,” she said. “We have a good sense of how to generate news outside of those outlets that would typically cover just a sports announcement.”
Alvaro hopes to tell the stories of why the fan village would be a fun trip for everyone from families and students to music lovers.
The fan village will include activations and experiences from such World Cup of Hockey partners as Scotiabank, Molson, Canadian Tire and Rogers Communications. These include the Scotiabank Virtual Arena, which will provide a virtual reality viewing experience, the Scotiabank Sport Pad ball hockey rink and what is being called the first-ever Molson Canadian human bubble hockey game.
Organizers are “finding unique, cool ways to intrigue people,” Alvaro said. Among the events planned are viewing parties of hockey games, music concerts, a citizenship ceremony for 100 new Canadians, autograph signings, food offerings from participating tournament countries and giveaways.
The World Cup of Hockey features eight teams from Canada, Czech Republic, Finland, Russia, Sweden and the U.S., along with Team Europe (European players from countries outside those that have teams) and Team North American Young Stars (players 23 and younger from Canada and the U.S.).