General Motors taps into NHL

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.

General motors Canada parts and service division has linked the launch of its Goodwrench Service Plus program to the National Hockey League.

The regional program, targeting Ontario males aged 35-54, is tied to the publication of The Official National Hockey Stanley Cup Centennial Book, a new book which commemorates the 100th anniversary of the Stanley Cup.

The book will be used as a cornerstone of a dealer rebate program that positions gm’s vehicle service as ‘quality service at competitive prices,’ says gm’s parts marketing manager Paul D’Aurelio.

Owners of cars taken to participating dealers between March 15-April 15, 1993 for an oil, lube and filter can purchase the commemorative book for $19.95, which is less than half the retail price of $40.00.

Over 175 dealers across Ontario have signed on for the program to date.

Radio advertising, featuring 60-sec. spots, is one component of the marketing support for the program.

As well, an official launch took place March 11th with over 500 Ontario dealers in attendance.

After a luncheon, participants viewed a Toronto Maple Leafs practice, mingled with Maple Leafs players Doug Gilmour, Peter Zezel and Felix Potvin and received a complimentary copy of the centennial book.

For more information, contact Paul D’Aurelio at (416) 644-7882 or Michael Lysko of Branada Sports Communications at (416) 696-1320.

Festival of Friends

From Aug. 7-9, Gage Park in Hamilton, Ontario will stage the 18th Annual Festival of Friends.

The festival brings the best of Canada’s contemporary arts community together with visitors from Southern Ontario and surrounding areas for three free days of art and music. Over 200,000 people are expected to take in the sights and sounds.

Organizers have booked Bruce Cockburn to perform in addition to the usual roster of talent from coast to coast.

Sponsorship categories are exclusive, presenter, food area, stage, arts and craft area and awards, Kidsfest and Buskingfest. The cost runs from $4,000 to $150,000.

Benefits vary with each package and can include the use of on-site banners, flyers, posters and program book for company name and logo. As well, all sponsors have the option of a promotional/sales booth on site, car passes, v.i.p. backstage passes and product exclusivity where applicable.

Corporate sponsors to date include Tim Horton Donuts, Bell Telephone, Domino’s Pizza and radio stations cham and K-lite fm.

For more information, contact general manager Bill Powell at (416) 525-6644.

Western Theme

Regina’s Exhibition Park in Regina, Sask., offers a number of sponsorship opportunities for 1993.

Buffalo Days celebrates its 26th year from Aug. 3-8. Pancake breakfasts, barbeques, beard derbies and costume contests will herald the opening. Festivities will include a kick-off parade, the infamous Rowdy Gang, free grandstand shows and the Conklin Midway.

The Western Canada Farm Progress Show, Regina’s highly-rated farm machinery and services exposition, welcomes thousands of exhibitors, farmers, ranchers and producers, June 16-20.

Other on-site venues throughout the year include Queensbury Downs harness racing and the Buffalo Buck Casino.

For information on sponsorship opportunities, contact marketing manager Tom Mullin at (306) 781-9200.