The Lamoureux Twins and Dare to Make History

As three-time Olympians and North Dakota born twins Jocelyne and Monique Lamoureux were preparing to end their decorated hockey careers and publish a joint memoir, they needed to present their departure from the ice not as a conclusion but a new beginning.

With the completion of a previous publicity campaign and the end of their hockey-centric national spotlight, Jocelyn and Monique wanted to make it clear that they weren’t exiting the stage. Rather, they were beginning the second act of their career, dedicated to inspiring others with the Lamoureux Foundation and Dare to Make History, the story of their determination to pursue their dream and fight for gender equity.

The Lamoureux twins needed a bold strategy to use this period of transition as a launching point for the movements they cared about as well as their future careers, so they enlisted our expertise.

The Athena Assist

We developed a promotional campaign involving public relations messaging, publicity material, and a strategic marketing plan with comprehensive execution services. Our support included press outreach and media bookings, social strategy and execution, paid advertisements across six national media outlets, promotional giveaways and influencer campaigns, three full-day production and content capture shoots, website overhaul, new branding, and a virtual book tour.