The Scott’s “Win A Hockey Turf Tour” promotion offered consumers an opportunity to see a game in one of the 3 cities when Scotty won Stanley Cups – Montreal, Detroit and Pittsburgh.
Steve Shutt and Bryan Trottier joined Scotty in the promotion.
Scotty’s standing with key trade customers like Canadian Tire (who were establishing a strong stake in hockey sponsorship) ensured a strong buy-in with prominent in-store displays during the key spring selling season.
A follow-up promotion the next spring gave consumers an opportunity to win an opportunity for Scotty Bowman to coach their kids’ minor hockey team.
Scottie Bowman Promotion
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