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HOLIDAY PACKS ARE "LAMP LIGHTERS" FOR BOSTON BRUINS FANS

Third year of "Holiday Hat Trick" Packs see an increase in sales of 477%.  That's a positive revenue difference of $739,000.

CONTACT

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Leigh Castergine
Director of Ticket Sales and Fan Relations
Boston Bruins
[email protected]

ORGANIZATION

Boston Bruins

PROGRAM TITLE

Bruins' "Holiday Hat Trick Pack"

OBJECTIVES

'Tis the season to be jolly; and for the Boston Bruins, it is better to give AND receive. The organization had used the "Holiday Hat Trick Pack" program in the past, acting on the notion that fans want a unique and affordable holiday gift to give to friends and loved ones. This year, the Bruins started their Holiday Hat Trick Pack initiative with goals of positioning this opportunity in the minds of fans and surpassing last year's sales mark by 20%. This gave the Bruins a chance to increase both revenue and new sales for games during the second half of the season, and also to up-sell Hat Trick purchasers to larger ticket packages down the road. 

PROGRAM DESCRIPTION

Purchasers of the Holiday Hat Trick Pack have the option of choosing from seven different packages. The Pack includes tickets to three games, a Bruins hat, and comes pre-wrapped in a Bruins gift box. Prices for this unique gift package range from $99-$199, depending on location of the seats purchased.

MEDIA

All traditional forms of media have been used for the initiative, including, television, radio,print, online, and e-mail direct marketing.

PARTNERS

TD Banknorth, the Bruins' naming rights sponsor, is also the team's partner for the Holiday Hat Trick campaign. "The Bruins are always looking for ways to keep our engagement with the fans fresh and innovative," said John Ratoff, Senior VP of Corporate Sponsorships for TD Banknorth, "The hat trick packs are a good example of this, adding value to both of our brands and giving the fans a great value as well."

RESULTS

One can get an idea of just how much success this program has achieved by simply looking at the numbers from the previous three seasons:

• 2006-'07: 3,500 seats for $128,000
• 2007-'08: 14,600 seats for $607,000
• 2008-'09: 18,000 seats for $867,000

There has been a 43% increase in sales compared to last year; and a 477% increase since 2006-'07. "The Holiday Hat Trick Packs presented by TD Banknorth have been a huge success for our sales department especially over the past two years" said Leigh Castergine, the Bruins' Director of Ticket Sales and Fan Relations, "Due to its great value, we have many new clients that purchase it to get a taste of Bruins hockey." Because of an increased ticket sales staff and an inside sales staff, the Bruins have a team that is focused on this product starting in November through the end of December. In addition, the biggest difference has been the number of internet purchases. With the low price point, the Hat Trick is a very convenient online purchase. Increased numbers over the past two years are definitely attributed in part to offering the packages online.

LOOKING AHEAD

Since the program has been successful, there are no immediate plans in changing the set-up. However, because of increased season ticket sales and larger mini-plans, fans might eventually see a limited number of the Hat Trick packages available.

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