Relaunch and communications partnership for Finland's most popular sports brand
Helsingin Jokerit will return to top Finnish hockey in autumn 2023. Korner will act as Jokerit's comprehensive marketing communications partner.
Before the launch of the new Jokeritarina, we were tasked with updating the team's brand and visuals, conceptualising and building the Jokerit's own communication channels and creating an operating model for open media communication. The diverse needs also included developing a marketing plan, conceptualising outdoor advertising and designing new kit and fan merchandise for the fan-favourite club.
Starting point
Korner has supported the building of the new joker story with its exceptionally diverse expertise. We have implemented all the marketing communication pieces for the club in an agile and efficient manner, from brand guidelines to building websites and presentations and effective media communication. The launch of ticket sales, jersey launches and other key milestones have been implemented with high visibility on social media through quality content.
Korner regularly spars Jokerei's media strategy with the club's management. Among other things, we organised a launch event for the team, which attracted more than 20 journalists. Media representatives were full of praise for the content of the event, and MTV, among others, streamed the entire event live on its news website.
Solution
Results
There has been a huge amount of interest in the Jokeri, and the marketing choices that honour the club's history have been praised from many quarters. Thousands of media articles have been written about the Jokers during 2023. The team has been kept in the media conversation through active communication, interview offers and press conferences.
The new Jokerit.fi website, built by Korner, received 75 000 visitors on the launch day, breaking all previous records set by the club.
The club's own channels, meanwhile, have a built-in model to provide fans with the content they need on a regular basis.
Korner will continue to be a strategic partner for Jokerei's marketing communications.
- Mikko Saarni, Chairman of the Board