To help promote NHL merchandise from 1997 -99 during one holiday shopping season, NMG implemented the NHL Coolest Gifts on Earth media tour for NHL Enterprises in 30 cities during the three years.

The program was deemed successful as a PR initiative generating more than 30 million media impressions. NHLE and NMG extended the program to retail in 1999 with Target, Modell’s, and e-retailer www.proteam.com to promote NHL licensed products for the holidays and help children in need.

The NHL Coolest Gifts on Earth program featured wives of NHL stars like Brian Leetch, Joe Sakic, Scott Stevens and Keith Tkachuk making local media appearances on the Talk Show circuit to promote NHL licensed merchandise and donate NHL products to children’s hospitals as part of the NHL’s Hockey Fights Cancer program. Since its inception, the program has donated over $50,000 worth of products to a variety of local children’s charities.

"Many great PR initiatives have died because clients challenged agencies, to make this program sell product," said Doug Drotman, VP, NMGPR. "We commend NHLE for not giving up on this great program and working with us to involve these national retailers."