Omsk and St Petersburg are getting ready to meet the participants of the 9th Gazprom Neft Cup Kids Hockey Tournament with a large-scale advertising campaign launched in both of the tournament host cities. While Omsk is a traditional site for the games of the tournament, St Petersburg welcomes the participants of the West Group for the first time.
A comprehensive advertising campaign, with announcements on TV, radio, in press, on the web and outdoor billboards, was deployed to attract attention of the cities’ residents to the games of the Cup and get the ice rinks’ stands full with spectators and ice hockey fans to support the young athletes.
Street advertising is helping spread the message of the Gazprom Neft Cup in St Petersburg, where tourist signs, 250 billboards, and advertising pillars are raising public awareness of the children’s ice-hockey tournament. Some of the advertising space on city streets has been provided by the city administration, which is committed to making the tournament a success.
In St Petersburg, in addition to traditional media, city direction signs are also serving the tournament advertising campaign supported by flags on the Dvortsoviy Bridge which are an exclusive advertising medium that may be allowed for use by the city’s Government only for the most significant social projects.
The Dvortsoviy Bridge, creation of the famous St Petersburg architect A. Pshenitsky, is one of the city’s main tourist attractions and can be seen on almost every second postcard of the Northern Palmyra. About 176,000 people pass over the Dvortsoviy Bridge every day.
The Gazprom Neft Cup’s symbol, the White Bear, printed on a
The campaign employs 17 electronic displays placed on the main highways of the mega city and, of course, the monitors of Petrovsky stadium, most popular among those fond of sports, the home arena of the city’s favourite football club Zenit.
Of course, the Gazprom Neft Cup arenas will be „dressed up” for the event as well: banners with the tournament dates and detailed information will be placed on facades of Yubileyny and Ice Palace.
Passengers of St Petersburg’s underground will learn about the tournament from audio advertisements broadcast at all stations, while those traveling by car will hear information about the Gazprom Neft Cup on Dorozhnoye Radio station.
A campaign of a similar scale will be deployed in Omsk, the East Group’s host city. The tournament participants landing at the Omsk Central airport will see the official welcoming banner of the Gazprom Neft Cup’s, and information and advertising materials will traditionally appear in city streets and will be broadcast on TV and radio. And of course, the tournament’s symbol, the White Bear, will welcome the Gazprom Neft Cup guests at Omsk Arena.
„This is the biggest-ever advertising campaign in the history of the Gazprom Neft Cup. A combination of traditional advertising channels and some imaginative new approaches has put the tournament at the centre of attention in Omsk and St Petersburg, and we expect an excellent turnout for games,” said Yulia Dubrovina, head of Marketing Communications at JSC Gazprom Neft".