The revered Ottawa Senators franchise seeks to re-establish its brand position, uniting fans in the homeland of the sport of hockey.

The Ottawa Senators teamed up with SME to better position the brand with fans and corporate partners. Market insights showed an immense regional love and dedication to hockey in Ottawa, the birthplace of the Stanley Cup. SME developed the Heart of Hockey Country communication platform, evoking pride in Canada’s Capital City team. The brand strategy also guided the development of the Senators’ ‘08-09 advertising campaign A Force United.