Enterprise Debuts its First-Ever Documentary Film, A New Content Milestone For The Brand
"The Road Through Warroad: Hockeytown USA™" Will Premiere on NBC Sports as Part of Hockey Day in America, Sunday, February 19
ST. LOUIS, Feb. 14, 2017 /PRNewswire/ -- Enterprise today announced the debut of its first-ever documentary film, a 30-minute feature called "The Road Through Warroad: Hockeytown USA™." The film tells the story of Warroad, Minnesota – a small town of less than 2,000 people that has produced seven Olympic hockey players, five NHL players and more than 80 Division I college players.
"The idea that there's this tiny, out-of-the-way town near the Canadian border that has produced so much hockey talent really captured our imagination right away," said Lee Broughton, vice president, Enterprise North American Brand Marketing. "Our evolving content strategy is all about telling stories that are emotionally rich and moving. It's part of our never-ending quest to be not just relevant, but deliver stories that pick people up emotionally and help place Enterprise top of mind and heart with consumers. Warroad is just that kind of story, and we jumped at the chance to bring it to life for a national audience."
"Now, more than ever, we view ourselves as a content producer and storyteller versus a traditional advertiser," continued Broughton. "Producing the Warroad documentary enables us take viewers on an epic hockey journey… a journey that we feel is most effectively brought to life over the course of a 30-minute film."
The documentary film is Enterprise's first long-form piece, part of an evolving content strategy focused on storytelling that inspires.
"In our various lines of business, we move people literally from place to place," Broughton said. "This film is one more way for us to move them emotionally, as well, and take them to new places in their hearts and imaginations. We see it as just the first step in an exciting new direction: producing content that creates an experience – that brings the viewer along for the ride."
The film was created and produced by Cannonball, creative agency of record for Enterprise.
"This story started as a four-minute piece that introduced viewers to Warroad. We found there was so much more to the story viewers would love to see. The fact that NBC Sports views it as compelling broadcast-worthy content is exciting for the brand and the agency," said Steve Hunt, Chief Creative Officer at Cannonball.
The release marks the latest major content production milestone for Enterprise, which recently announced a brand marketing shift as well as a new content strategy. Today, Enterprise is focused on highlighting its comprehensive transportation offerings – including car, truck and luxury vehicle rental, as well as car-sharing and car sales. It is also dedicating extensive resources to creating stories that tap into the things its customers are most passionate about, with a special emphasis on sports, particularly the brand's NHL and NCAA sponsorships, music and travel.
Recently, the brand launched Pursuits with Enterprise, a digital magazine that offers stories of exceptional travel journeys filled with purpose and passion.
The new documentary will premiere on NBCSN as part of the network's Hockey Day in America coverage on Sunday, February 19, at Midnight ET/9 p.m. PT. Following the premiere, the film will live on NBCSports.com where viewers can watch additional videos and browse profiles of the people featured in the film.
"The Road Through Warroad: Hockeytown USA™," delves into what makes Warroad unique. The town, for example, offers residents unlimited free ice time, and many of the town's hockey stars come back to coach, run camps and encourage the next generation of players. Two stars featured in the film are current NHL winger T.J. Oshie and two-time Olympic silver medalist Gigi Marvin. Oshie and Marvin graduated from Warroad High School together in 2005, and both represented Team USA at the 2014 Winter Olympics.
"As an NHL sponsor for the past seven years, producing a documentary focused on hockey is a natural fit for Enterprise," said Broughton. "From here, we will continue to push the envelope and showcase stories that we know our customers will connect with and want to experience across a variety of formats."
For more information about Enterprise, visit www.enterprise.com.
About Enterprise Rent-A-Car
The Enterprise brand – which comprises Enterprise Rent-A-Car, Enterprise CarShare, Enterprise Truck Rental, Enterprise Car Sales, the Exotic Car Collection by Enterprise, Zimride by Enterprise and RideShare by Enterprise – offers customers a total transportation solution. Its flagship brand, Enterprise Rent-A-Car, was founded in 1957 and is known for an extensive network of convenient locations, affordable rates and outstanding customer service. Enterprise Rent-A-Car was ranked on BusinessWeek magazine's annual list of "Customer Service Champs" for four years in a row. Enterprise operates not only as a key provider for insurance replacement, weekend getaways and special occasions, but also as a local transportation alternative. With more than 5,600 fully staffed airport and neighborhood offices located within 15 miles of 90 percent of the U.S. population, Enterprise can meet whatever transportation need customers may have – renting, buying or sharing.
SOURCE Enterprise Rent-A-Car
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