Service: Experiential Marketing

The objective was to make Molson Canadian Hockey House The Place to Be at the 2010 Vancouver Olympic Winter Games, and in so doing, generate as much brand value for Molson as possible.

Molson Canadian Hockey House combined Canada’s passion for hockey with world class entertainment in a premium hospitality venue. We worked closely with Molson and their brand advisors in building the venue – making sure we could provide the best brand engagement experience possible.

VISION was responsible for managing every single aspect of MCHH. From developing the original concept and idea – to managing the execution of the project, VISION’s responsibilities included; sponsorship and ticket sales, advertising, public and media relations, construction, entertainment programming, and the hiring and training of staff.

MCHH was a four storey high structure located across the street from the Hockey arena. At over 62,000 sq ft in size, the venue was larger than a football field. In fact, it was the largest temporary structure ever built in Canada. The venue was open for over 12 hours a day for all 17 days of the Games, and maintained constant programming, from showing the broadcast of high profile Olympic events on huge HD projection screens, to live entertainment on the main stage.

Molson Canadian Hockey House did indeed become The Place to Be. The venue was sold out for all 17 days of the Olympics, with 40,000 customers experiencing the venue. Hundreds of millions from around the world experienced the venue through the massive global media coverage we generated. In fact, over 800 accredited media visited the venue and filed stories in one form or another on MCHH.

As a result of all of their efforts VISION were able to deliver over a 9:1 Return on Investment(ROI) to Molson. The 9:1 ROI was based on measuring the paid and earned media that MCHH received across all media – television, print, digital, and radio.
Some of the newspaper quotes MCHH received:

“…The place is a beer-chugging hockey fans wet dream come true”.
Vancouver Province, Michael Smyth, February 19th 2010,

“The gold medal for party pavilions goes to the Molson Canadian Hockey House…”
USA Today, Dennis Moore, February 24th 2010

Perhaps the simplest measure of success for MCHH is contained in the following statement from the CEO of Molson Coors.

“In Canada in the first quarter we saw growth in Molson Canadian for the first time in four years.”
Peter Swinburn
CEO
Molson Coors