In This Podcast:
Steve Hoffins, director of marketing, unitary products, Johnson Controls, speaks about the York brand’s role in sponsoring the NHL Winter Classic, which took place between the Detroit Red Wings and the Toronto Maple Leafs on Jan. 1 in front of more than 105,000 fans in Ann Arbor, Mich. Posted on Jan. 17.
Q: How did you get involved with Johnson Controls?
A: That goes back about 15 years. I transitioned from a different company to Johnson Controls. I was in a marketing role in our commercial service group. About four years ago, I transitioned into the unitary products group and manage all those brands right now.
Q: How did York get involved with the NHL?
A: For several years, York’s had a very strong partnership with the Olympics, especially with some of the winter venues where we would make a lot of snow and ice. We were in charge of manufacturing the ice- and snow-making equipment for downhill runs. About three years ago we were looking for a partnership in the sponsorship arena and worked with Van Wagner agency in New York and really identified the NHL as someone who had a lot of great alignment points with our business and customers.
Q: How was York involved with the Winter Classic?
A: The Winter Classic is a tent pole activation in our sponsorship. It had a huge following and is becoming one of the hottest and newest mega sports properties in the sports marketing world. We were a presenting sponsor, and it was a great opportunity to build some brand awareness on site and in the supporting media. We offered some customer hospitality, and it worked out to be a great event for us.
Director of marketing, unitary products, Johnson Controls
Publication date: 3/17/2014