MONTREAL – Just as the city prepares for Thursday night’s much-anticipated HABS home-opener against the Boston Bruins, the Montreal Canadiens launched their loyalty program, “Club 1909.”
The initiative is aimed at uniting the millions of faithful fans around the world.
READ MORE: Habs ready for Bruins in home opener
“Club 1909 will give us an opportunity, for the first time, to reach out to all these fans and not just speak with them but engage them, offering them a way to get closer to the team than ever before,” said Executive Vice-President and Chief Operating Officer, Kevin Gilmore.
He said while other sports teams have loyalty programs aimed mainly at season ticket holders, the Canadiens want to connect with all of their fans, wherever they are.
On Wednesday, the first of a series of campaign videos was released.
It features Montreal celebrity, Jay Baruchel breaking into Carey Price’s bedroom to watch him sleep.
The second video, called “Luggage” features Max Pacioretty.
Four more videos are expected to be released by Saturday.
Defenceman P.K. Subban said the team and its record 24 Stanley Cups has enough prestige to go global.
“It’s a historic franchise and it’s a great way for fans to stay in touch with the team and interact with the players, so I’m all for it,” said Subban.
“I think the Montreal Canadiens are definitely among that group of teams. A hundred and some-odd years of history definitely puts you in that group.”
Fans who wish to join Club 1909 can register online.
They’ll earn points for everything from spending money at the Bell Centre or at team boutiques to watching a game on television or following the team on social media.
The points can be redeemed for merchandise, but mostly the team hopes to offer things that aren’t normally on sale, like game-used pucks and other items, or auctions on experiences such as watching a game from behind the team’s bench with president Geoff Molson.
Among other things, members will also get their names embedded in the Bell Centre ice next time it’s remade, so fans will be supporting their favourite team from beneath the players’ skates.
-With files from the Canadian Press
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