David G. Wilkinson is president of The Wilkinson Group, a Toronto-based international event marketing, education and strategic planning company.
Donna A. LeBlanc is research co-ordinator for the Event Marketing column. Contributions, ideas, media releases and feedback should be directed to Donna at (416) 510-1692 or fax (416) 510-1694.
Presenting an exciting mix of jazz, blues and music from around the world, the eighth annual du Maurier Ltd. International Jazz Festival Vancouver opens June 25 and runs until July 4.
With about 220 performances by more than 125 groups of professional musicians, the festival will feature more than 600 artists from North and South America, Asia, Europe and Africa staged at 20 venues throughout Vancouver.
Produced by the Coastal Jazz & Blues Society, a not-for-profit society incorporated in 1986, the festival attracted an audience of 170,000 in 1992.
With an even split between male and female attendees, and a production budget valued at $1 million, organizers aim to educate, as well as entertain the public.
A major draw for the public is the numerous free outdoor concerts at the Gastown Jazz and Jazz at the Plaza venues.
While du Maurier has been the title sponsor since 1986, the festival has developed effective associate sponsorships to service a wide range of regional, national and international companies.
There are three sponsorships available.
The Opening Night category is priced at $20,000, Gastown Jazz at $30,000 and Jazz at the Plaza for $30,000. All monies are considered as a contribution to the Coastal Jazz and Blues Society.
Sponsorship benefits include identification in all promotional materials and press releases, logo accreditation, product signage, a full-page ad in the official jazz festival program, complimentary tickets and invitations to the opening-night vip reception.
Each category also contains benefits special to that category alone.
Promotion of the festival begins a minimum of eight weeks before opening night.
The $190,000 strategically placed campaign will include 125,000 programs, 325,000 supplements, 5,000 posters and 100 transit shelter ad placements.
Major media sponsors are bctv, cknw-am radio and The Vancouver Sun daily newspaper.
Corporate sponsors confirmed to date include American Express, Air Canada, Tom Lee Music, BC Tel Mobility, Okanagan Spring Brewery, Gastown Business Improvement Society and CMHC Granville Island.
For more information, contact Robert Kerr, the festival’s executive director at (604) 682-0706.
Wild, wild west
It began four years ago in conjunction with the 1988 Calgary Winter Olympics, and this year, the 1993 Calgary Winter Festival returns for 10 days of winter activities Feb. 12-21.
Second only to the Calgary Stampede in terms of special events, featured are 18 venues, attracting more than 200,000 participants and spectators.
Wheeze ‘n’ Sneeze, Parade of Light, Calgary Herald Ice Magic Figure Skating Show, Putt Parade, Co-op Winter Village and The Icebreaker are just a few of the events and venues available for sponsorship.
Sponsorship has grown significantly as a result of a number of initiatives which include the Partners in Promotion Program.
This cross-promotion pairs a media sponsor with a corporate sponsor to promote and market a certain Calgary Winter Festival program.
Emphasis has also been placed on the development of pesonalized marketing programs whereby sponsors and co-sponsors work together to develop their own promotional/marketing programs that relate to the direct sales and promotion of their products/services at the retail level.
There are four main sponsorship opportunities available.
The bronze sponsorship, valued at $1,000 to $4,999; the silver sponsorship, at $$5,000 to $9,999, and the gold, priced at $10,000 to $24,999.
These categories are directed at certain events throughout the festival.
The diamond sponsorship has been priced at $25,000 and is handled on an individual basis.
Extensive media support is generated by advertising and promotion reaching more than two million people in Calgary, southern Alberta and the Northwest U.S.
Portions of the 1992 festival were broadcast across Canada in a one-hour special by cbc.
Funding partners are the Calgary Olympic Development Association and the City of Calgary.
Bronze sponsors include: Royal Bank and Cardinal Coach Lines, Canadian Airlines International, Deloitte & Touche, General Mills Canada, Kraft General Foods, Quaker Oats Company of Canada, Sony of Canada, Westin Hotel Calgary; and Labatt’s has bought the silver sponsorship.
Remax, Nestle, Pepsi-Cola, The Calgary Herald, Channel 5 (cfcn) television, SunLife, Husky Oil and the Calgary Zoo are gold sponsors and Alberta Lotteries and Calgary co-op are diamond sponsors.
For more information, contact festival general manager Carolann Johnson at (403) 268-8092.
Athlete endorsements
The Landmark Group, a Toronto-based event marketing and athlete management company, announces the endorsement signings of three major Canadian female athletes.
Silken Laumann, the bronze medalist in women’s single sculling at the 1992 Summer Olympics in Barcelona, has signed on with Unitel as its spokesperson.
Also, a multi-year extension has been arranged with Brooks Athletics for Laumann to act as a spokesperson and consultant.
Kerrin Lee-Gartner, who captured the gold medal for downhill skiing at the 1992 Winter Olympics, is now the spokesperson for Midland Walwyn in a three-year deal.
The deal also includes competing with its corporate logo on her ski headgear.
As well, Lee-Gartner will represent Lake Louise Resorts and will be involved in its promotional activity, which will include conducting on-site ski camps.
Dawn Coe-Jones, the leading Canadian on the lpga tour and winner of two major events in 1992, will represent Joni Fashions of Canada with her own line of golf wear and casual clothing.
Canadian Airlines International has also signed a one-year deal with Coe-Jones, who will make a number of personal appearances on behalf of the airline, as well as display its logo on her golf bag.
For more information, contact Sharon Podatt at (416) 593-1991.
