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2022 One Show - Public Relations

Molson Hockey Night in Canada: Multilingual Ed.

Agency Citizen Relations / Toronto + Rethink + Wavemaker / Toronto

Client Molson Coors Beverage Company


Community Building

Annual ID


About the Work

Although hockey is widely considered to be “Canada’s game,” it is not known for representing the diversity of Canada, one of the most welcoming and diverse countries globally, where approximately 22 percent of Canadians are foreign-born, and 350,000 people are new to Canada each year. As a decades-long supporter of hockey, Molson Canadian wanted to further its dedication to bringing more Canadians closer to the game they love. We selected the most spoken languages, outside of English and French, in the seven NHL cities. Through this selection process, the languages for the campaign became Cantonese, Mandarin, Hindi, Vietnamese, Tagalog, German and Arabic. To help fans learn hockey lingo in their preferred language, we designed a lingo sheet detailing terms relevant to hockey broadcasts. The sheet was translated into seven languages and available to Canadians through a clickable link in the stream. To ensure we reached community audiences nationwide, we pitched multicultural and in-language media outlets across Canada with a press release and the lingo sheet, translated into each language. The coverage rolled out alongside the press release on March 31 and kickstarted coverage across mainstream, lifestyle, sports and multicultural media outlets. We secured exclusive interview opportunities for both the Molson and Sportsnet teams. In addition, we facilitated segments on Breakfast Television and Tim & Friends with spokesperson Randip Janda, host of Hockey Night in Canada Punjabi, through our partnership with Rogers. With the campaign based on increasing accessibility and inclusivity in hockey, leveraging authentic voices who could speak to personal experience was necessary to amplify it further. Through the partnership with Sportsnet, Molson could partner with Faizal Khmaisa, Randip Janda and Hazel Mae, and NHL players Matt Dumba and Leon Draisaitl, and Canadian figure skater Patrick Chan. 38MM earned impressions, 87 pieces of coverage The most diverse Molson Canadian program on record, 83% of campaign influencers from diverse backgrounds and 16% of multicultural outlets. Feature stories in top media including the Globe and Mail, CTV, and Forbes, and in-language multicultural media including Sing Tao Daily, Philippine News Today and Westcoast German News +1.1 million game day views

2022 Awards

Total Points: 3





PR / Marketing Agency

Citizen Relations / Toronto

Media Distribution Company

Wavemaker / Toronto

Account Executive

Alicia Olivera
Kate Dresser

Account Manager

Natalie Gardner

Sr. Account Executive

Jake Pare

Vice President

Joe Cariati

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