With the coming major branding change, along with its name, the Outdoor Life Network or OLN, has hired Taxi, New York, to take over its rebranding efforts this fall as the National Hockey League season gets ready to begin.
Bill Bergofin, OLN's new senior VP-marketing said concerning the choice, "They're a boutique agency, and we're a smaller, kind of boutique sports network. A brand with maybe not the largest budget try to compete for share of voice."
Having had experience with Nike and Canadien hockey, along with using nontraditional media in its marketing campaigns, are also considered some of the reasons OLN chose Taxi.
The change of name from OLN to "Versus" is scheduled for September 25, close to the beginning of the National Hockey league opener on October 4.
OLN is owned by Comcast and has one year left on the two-year, $135 million deal with the NHL.
The network is going to spend between $7 million and $9 million for the campaign.
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