MEJO 634: This is How the South Does Hockey Public Relations Campaign


Over the course of the Spring 2020 semester, I have been enrolled in a PR Campaigns capstone course. During this course, I have joined a team to create and pitch an extensive campaign for the Carolina Hurricanes to increase awareness of events and games and improve the in-game experience.

Similarly to the MEJO 379, our group, Slapshot PR, conducted research of young adults in the Triangle region to back our campaign. In this, we were able to boil down three major pain points of consumers. Firstly, young people desire interactivity and digital connectivity. Secondly, they require a higher quantity and quality of social spaces within PNC arena. Thirdly, current communication channels are not effective in communication events and specials to this demographic.

Instead of just simply providing solutions to these problems, Slapshot PR was tasked with creating an all-encompassing campaign that brings more recognition to the beloved Carolina Hurricanes. This is where “This Is How The South Does Hockey” comes in.

In this campaign, we wanted to expand the Hurricanes’ preexisting commitment to supporting the local community and embrace not what makes the Hurricanes the same as other NHL teams but instead what makes them special. This campaign includes a variety of tactics such as hockey tailgating events, a new Cyclone Bar and arcade, an interactive app and exclusive digital content within the arena. All of these tactics reiterate the Hurricanes’ current motto of “Bold. Regional. Fun,” and we hope this campaign attracts new fans and reflect #HowTheSouthDoesHockey.

Read the final report here: