Hope you’re ready for the CFL, because avoiding the league’s marketing message is about to become difficult.

The CFL kicked off a marketing campaign Wednesday based on the “What We’re Made Of” re-brand unveiled at last year’s Grey Cup, and it’s aimed at strengthening the league’s presence in Toronto and Montreal.

For now, the blitz consists mainly of posters showcasing attributes — like “Grit,” “Heart” and “Soul” — that endear the league and its players to would-be fans. But it will grow to include billboards and on-screen commercials at Cineplex theatres, says the CFL.

“The biggest difference about . . . the marketing around the upcoming season is that we are going to be a little louder and prouder,” says Christina Litz, the CFL’s senior vice-president of content and marketing in an email to the Star.


You can read the full article here.