The Professional Women’s Hockey Players Association (PWHPA) challenged The Brand Amp to conceptualize, raise awareness and drive media coverage as the organization traveled to NHL hot spots across the country to showcase their talent and promote its mission of promoting, advancing, and supporting a single, viable professional women’s ice hockey league in North America.


The Brand Amp leveraged PWHPA’s concept of hosting tournaments in NHL “hot beds” across the country showcasing the top female talent in women’s professional ice hockey. Adding another level of social relevancy, TBA developed the “Dream Gap Tour” name, which focused on the idea that a young boy can lace up his skates and imagine himself circling the ice in his favorite professional team’s jersey as the crowd chants his name. He dreams it, because he’s seen it countless times. There is no realistic equivalent for aspiring female hockey players to imagine their futures which is by definition a “Dream Gap.”

The PWHPA Dream Gap Tour was designed to showcase North America’s best female hockey players while drawing attention to the PWHPA’s mission. The team provided corporate messaging support, created the official tour logo, drafted social media copy, managed event logistics, helped develop and gather press materials, and proactively pitched media to generate awareness for each of the 2019 – 2020 showcase events.


The PWHPA Dream Gap Tour was a huge success with three of the six weekend showcases selling out. The team secured over 1,000 media placements generating an estimated 382M media impressions. Coverage included top-tier publications such as Reuters, The New York Times, Forbes, Bloomberg TV, The Washington Post and The Wall Street Journal, among others.