Ottawa Senators Hockey Club

Ottawa Senators Hockey Club

September 27, 2013 18:12 ET

Senators owner Eugene Melnyk officially opens the "Sens Mile" on Elgin St.

@Senators launch "Fearless" marketing campaign for the 2013-14 season

OTTAWA, ONTARIO--(Marketwired - Sept. 27, 2013) - The Ottawa Senators (@Senators) today officially launched the organization's 2013-14 season by opening up the Sens Mile on Elgin Street. The opening was celebrated with a rally for fans, while Senators owner Eugene Melnyk joined alumnus Todd White and Senators president Cyril Leeder to cut a ceremonial ribbon to open the season.

"Thanks to the loud and proud Sens Army this special stretch of Elgin Street has been transformed into the Sens Mile," said Senators owner Eugene Melnyk. "It has become a great gathering spot for our fans to celebrate their love of hockey and their passion and loyalty for the Ottawa Senators."

Ottawa begins its 2013-14 campaign on Friday, Oct. 4, in Buffalo against the Sabres before opening its home schedule on Thursday, Oct. 17, when they host the New Jersey Devils at Canadian Tire Centre. The first event this season on the Sens Mile will be a watch party featuring Senators executives, entertainment and prizes for the Oct. 4 game in Buffalo.

In addition to opening the Sens Mile, the Senators also officially introduced the Fearless marketing campaign, a season-long marketing initiative aimed to capture the spirit of the team's never-quit attitude and courageous style of play and share it with the Sens Army.

"This hockey season's Fearless marketing campaign really centres around the tenacity and adversity our team has faced over the years," said Senators owner Eugene Melnyk. "Fearless offers a perfect description of our players and the Sens Army who have never been intimidated by our opponents. This marketing campaign will be edgy and energetic and will have great appeal to all of our fans."

Defined as bold, courageous, dauntless, doughty, brave, gallant, gutsy, gutty, and heroic, Fearless will be the face of all Senators advertising for the 2013-14 season, including television, print and digital. The Fearless campaign captures the passion and enthusiasm of Senators fans of all ages, both young and old. It will use a series of powerful images and videos to represent the character and will that has been on display on the ice at Canadian Tire Centre over the last two seasons.

The campaign's primarily launch video was introduced to the fan base on Sept. 11, and can be viewed here:

Fans who visit Canadian Tire Centre this season will be welcomed to an enhanced game experience, with a theme patterned to match the team's unending desire to win at all costs. The #Fearless hash tag will be present in much of the team's in-arena activations as well as all of the Senators' rapidly-growing social media channels.

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