Case Studies


client: Nashville Predators

Introducing a New NHL Hockey Team in a Non-traditional City

capabilities/industry:   Advertising |  Broadcast & Video |  Collateral & Print |  Marketing Communications |  Sports & Entertainment







In 1997, the city of Nashville won a conditional franchise from the National Hockey League. The franchise was contingent on selling 12,000 season tickets by March 1998, the largest number of season tickets ever required of a new franchise. DVL was retained to help create the brand, generate interest and, therefore, ticket sales, and transform this new NHL team into Nashville’s team. 

Research revealed a news story from the 1970s that detailed the discovery of saber tooth tiger bones in downtown Nashville. History noted the saber tooth tiger had disappeared during the Ice Age. DVL used this story as a spring board for the campaign: Nashville was experiencing the return of the Ice Age. Based on this premise, DVL concepted and executed the initial logo sketches that would become the brand visual for the team. DVL then produced all launch advertising, primary sales brochures, business-to-business marketing pieces, corporate sponsorship video presentation, event invitations, banners and signage to support the campaign.

results: The city was awarded a franchise. The 12,000 full-season ticket sales requirement was met, and the franchise’s marketing efforts were highlighted in a number of sports business industry publications. DVL helped to create the brand, generate interest and ticket sales and transform this new NHL team into Nashville’s team. In fact, the campaign became the model for the three other cities entering the NHL in subsequent seasons.