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The integration with the Montreal Canadiens includes media, retail activations, in-arena experience and charitable initiatives.
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Starting Tuesday, the NHL Network Radio channel will feature expert analysis and live play-by-play of every game.
QSRs consistently top the ranking as the #1 category across all four cities.
Plus, Alterra Mountain Company gives Icebreaker and Smartwool marketing access to select properties in Canada.
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English-language version to roll out first, with French-language edition to come.
The multichannel plan includes OOH, paid social, influencer collabs and in-store activations within the channel mix.
The retailer says the activation was all about creating a 'core memory' in a familiar space.
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