Event Marketing: Toronto welcomes Kidsummer ’93

David G. Wilkinson is president of The Wilkinson Group, a Toronto-based international event marketing, education and strategic planning company.Donna LeBlanc is research co-ordinator for the Event Marketing column, which appears in each issue. Contributions, ideas, media releases and feedback should be...

David G. Wilkinson is president of The Wilkinson Group, a Toronto-based international event marketing, education and strategic planning company.

Donna LeBlanc is research co-ordinator for the Event Marketing column, which appears in each issue. Contributions, ideas, media releases and feedback should be directed to Donna at (416) 510-1692, or fax (416) 510-1694.

With a focus on health, nutrition and well-being, Toronto and surrounding areas play host to Kidsummer ’93.

The seventh annual summer-long festival of activities for children and their parents begins June 26 and runs through to Aug. 29.

Offering free daily events, the festival kicks off with Metro Police Day on Olympic Island, and features events such as tree-planting with children and seniors.

Targetted to children aged 10 and under, a variety of local businesses, cultural and entertainment venues, and social service organizations open their doors to give families a rare chance to see what goes on behind the scenes in their community.

Attendance has increased from 25,000 in 1987, to just fewer than 90,000 in 1992, and the events now reach Ontario communities outside of Metro Toronto such as Hamilton, Pickering and Newmarket.

The corporate sponsorship opportunity is priced at $25,000 and includes company identification on the official calendar, on banners displayed at each Kidsummer event, and on all printed and promotional material such as letterhead, press releases and information kits.

Pre-registration cards totalling 200,000 will be distributed through Toronto Life and participating events, and a telephone hotline provides program-related information rounding out the benefits for attendees and sponsors.

The Kidsummer team of sponsors for ’93 include Brita Water Filter Systems and Wendy’s Restaurants of Canada.

They each bein their third year of corporate sponsorship, while Imperial Oil is moving into its sixth year of support.

For more information, contact Nancy Midwicki at (416) 364-3333.

Mush! Mush!

Named after the Yukon River, and formed in 1983 to support a sled-dog race between Fairbanks, Alaska and Whitehorse in the Yukon Territory, the Yukon Quest International begins its 10th run on Feb. 14 in Whitehorse, taking between 10 and 14 days to finish.

Travelling through to Dawson City, and ending in Fairbanks, the race covers more than 1,000 miles of gruelling trail, and is the only international long-distance sled-dog race in the world.

Mushers and their dog teams retrace the footsteps of Gold Rush trappers, miners, explorers and missionaries, and $100,000 in prize money is distributed to the top 15 mushers.

This northern event offers sponsors a chance to participate in part of the nation’s heritage, as well as positioning their logo and name in three levels of sponsorship.

Mini-events are also produced year-round as fundraisers, and carry their own advertising, T-shirts, awards, banners, participants and spectators.

Valued at $1,000 to $4,900, the supporter sponsorship includes company listing along the race route in the form of banners, posters and the option of an exclusive mini-event and award sponsorship.

The patron sponsorship is priced at $5,000 to $9,999, and offers company exposure along the race route, banners, radio advertising, pins, posters and an option to buy a combined sponsorship/advertising package.

As the final category, the benefactor sponsorship can be bought for $10,000.

The list of race sponsors to date include Air North Canada, Uniglobe Outbound Travel, Bank of Montreal, Pepsi-Cola, Ralston Purina Canada, Royal Bank, Computerland, City of Whitehorse, Lotteries Yukon and various regional companies.

Lee Lowery is the race business manager and can be contacted at (907) 452-7954.

Quality audience

Motion Picture Enterprises, an educational and training-based production company founded in 1990, is seeking sponsors for its production of the video ‘Employee Empowerment.’

The intent of the video is to instruct managers and executives on the benefits of employee empowerment through a dramatic case study of a fictitious company on the brink of closing.

Planned distribution, through Marlin Motion Pictures in Canada and a major u.s. distributor, will be directed towards businesses, libraries, government, colleges and universities.

Sponsorship is priced at $8,000, and includes category exclusivity and prominent acknowledgement in the video opening, on all credits and custom packaging.

A chance also exists to feature products or services where relevant to the content of the video. Exposure is long-term, with an expected run of about five years.

Corporations which have confirmed their partnership include Xerox Canada, Northern Telecom, the Ministry of Skills Development and the Ministry of Culture and Communications.

For more information, contact producer Cathleen MacDonald at (416) 891-0237.