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.

Toronto area residents, corporate citizens and celebrity ambassadors will come together on Oct. 17 at the Fourth Annual From All Walks of Life, Toronto’s Walk for AIDS.

This 10-kilometre walk has established itself as the largest event of its kind in Canada and the largest single-day fundraising initiative to benefit aids care, education and research.

From All Walks of Life has grown rapidly in the last four years, from $190,000 raised in 1990 to $575,000 in 1992.

With an aggressive business plan, strong support from media and corporate sponsors, the registration of many corporate teams and a goal of $1 million, 1993 promises to be the best walk.

This year’s Walk Ambassador’s Program will feature celebrities from the fields of sport, film, music, tv, politics and business.

Tina Turner, Michael J. Fox, and Doug Gilmour of the Toronto Maple Leafs are a sample of those who will promote the walk.

Publicity for the walk will be reinforced by more than 50,000 walker kits placed in hundreds of point-of-purchase displays in Royal Bank branches and Coffee Time stores throughout Metro Toronto and in other retail venues, and by an extensive poster program.

There will also be direct mail targetted to more than 10,000 past walkers and donors.

The Toronto Sun, The Financial Post, Citytv, chum am and fm and MuchMusic/ MusiquePlus have been secured as media sponsors.

There are four sponsorship categories available: underwriter, walker, promenader and stepper.

Costs range from $1,000 to $25,000, and recognition can include name and logo on posters and pledge forms, articles and advertisements in the Walk newsletter and program and a tax receipt.

Participating companies include Royal Bank, Your Chevy Geo Olds Dealers of Central Ontario, Molson Breweries, Coffee Time, Echo Springs and Apple Box Productions.

For more information, contact Gerry Hawes, the Walk campaign manager, at (416) 320-2437.

Coca-Cola, Always

The Pacific National Exhibition in Vancouver and Coca-Cola Bottling have joined forces, with Coca-Cola receiving suppliership of soft drink beverages and allied products for a five-year term.

Begun July 1, it is one of the most significant sponsorship and on-site advertising signage commitments for the 89-year-old institution.

This partnership, along with satisfying all technical requirements of the pne in terms of equipment loan, servicing, product pricing and point-of-sale support will generate a number of off-site retailer promotions and on-site events.

A ‘$101,000 PNE Dream Challenge,’ to be conducted at the annual pne fair, and a ‘MuchMusic Video Dance Party’ to celebrate the end of each school year are two events which will provide the pne with promotional opportunities on and off the 167-acre property.

In return, Coca-Cola has unlimited brand profile, pouring and sampling opportunities.

Further details on sponsorship opportunities are available by contacting Ken Munro, manager of marketing and sales for the pne at (604) 253-23ll.