S1 E1: NHL All-Star Weekend is Here

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What Happens in Marketing Ep 1: NHL All-Star Weekend is Here – Chief Content Officer Steve Mayer

Our first episode focuses on a first for our city as we welcome the NHL All-Star Game to Las Vegas. We have a conversation with local marketing guru Justin Cohen of REQ and the Chief Content Officer of the NHL, Steve Mayer to talk about the thought that goes into an event that aims to connect with the local audience while the world watches. 

The conversation touches on connecting with multiple generations while bringing the product to the market and inspiring the imagination of the next generation. We discuss the overall marketing lessons of utilizing the assets that you have in the opportunity while embracing the cornerstones of your brand. We speak to the opportunities (not challenges) of encompassing all individual facets of your product while presenting a unified brand. We dig into the question of how you activate the audience in a way that builds your brand and aligns content with the opportunity to engage. 

About our guest Justin Cohen

I’ve been a part of digital almost since the beginning, helping great media companies and platforms meet As Executive Vice President at REQ, Justin leads a team working at the nexus of marketing and technology to transform and grow brands, from start-ups to Fortune 100 companies.

He heads up REQ’s Las Vegas office where he leads strategy for clients in the vibrant and fast-changing travel and entertainment industry. Justin has worked with some of the world’s most renowned brands including Hard Rock International, Eldorado Resorts, Hakkasan Group, Cirque du Soleil, MGM Resorts, Tao Group, and many others.

About our guest Steve Mayer

Steve Mayer joined the NHL in December 2015 as the Executive Vice President and Executive Producer of Programming & Creative Development. In September 2016, Mayer was promoted to Chief Content Officer and Executive Vice President. In his role, Mayers oversees the Events & Entertainment department at the NHL as well as the production and distribution of all original NHL content. Since joining the NHL, he has been the creative force behind several of the League’s most buzzworthy moments and storytelling initiatives. As the head of NHL Original Productions, Mayer has delivered a myriad of successful NHL projects from concept to completion, including Hockey 101 with Snoop Dogg, Quest For The Stanley Cup, Road to the NHL Winter Classic, The Great One on 1 with Wayne Gretzky, Skates Off, Cup Confidential, Behind the Glass, Lazlo Holmes and many others. Mayer also is the executive producer for each NHL tentpole event, including the NHL Winter Classic, NHL All-Star Game, NHL Stadium Series, NHL Heritage Classic, NHL Awards and NHL Draft, among other events. Prior to joining the NHL, Mayer spent 20 years with IMG. Most recently, he served as IMG’s Executive Producer and SVP of IMG Productions.

About show host Tom Heaton

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My career has been built around my talent of using design to bring both marketing and strategic solutions to life.

Working for some of the best print and digital companies in the world has given me exposure to an incredible amount of training, resources, and products. With this knowledge and personal commitment, I have earned the responsibility to perform in an agency-type setting; acting as the trusted advisor for both local and national brands. I have developed and transformed concepts into a beautiful message and delivered results for these clients’ brands.