Snow excitement

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

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

Challenge Kanada, an international snowmobile event to be held on the best snowmobile sites across Quebec from Feb. 25 to March 6, 1994, is proud to announce Bombardier/Ski-Doo as an associate sponsor, and Heli-Max helicopters as the official supplier of emergency air safety support and aerial footage for the inaugural 10-day event.

Challenge Kanada consists of two distinct options. A nine-leg, 2,000-kilometre race on untracked snow, with $60,000 in prizes for professional snowmobilers, and a 1,500-kilometre circuit of snowmobiling at your own pace on groomed scenic trails for amateurs and spectators.

Thirty teams from Canada, the u.s., France, Japan and Russia are expected to participate in the event, and attendance over the 10 days should reach 50,000.

Promotion activities will include a snow festival in La Tuque, a casino night at the grand Manoir Richelieu in Charlevoix, and an 800-guest closing gala in Trois-Rivieres on March 5.

Challenge Kanada is looking for a major sponsor and offers start-finish banners, driver and team signage, and the renaming of major special events in and around the event course, in addition to a number of other sponsorship enhancements.

For more information, contact Francois Cote of Everest Promotion at (514) 842-1433.

Soapberry gymnastics

the inaugural Soapberry Shop World Gymnastics Challenge is set to take place this Nov. 5 at Maple Leaf Gardens in Toronto.

Sanctioned by the Canadian Gymnastics Federation, the event will involve 16 of the best gymnasts in the world, including four of Canada’s best who will be competing for prize money nearing the $50,000 mark.

Soapberry Shop will be promoting its sponsorship through direct mail to all gymnastic clubs across Canada, and through retail gymnastics displays and demonstrations across the country during October.

The use of its retail outlets will return retail traffic and awareness to Soapberry Shop.

Soapberry Shop will be using its sponsorship to emphasize its dedication to fitness and youth in Canada.

It sees gymnastics as the perfect vehicle to raise awareness among its target audience of teen girls and mothers, and wants to raise awareness for Canada’s young gymnasts on a national level.

Associate sponsors include Philips Electronics, Delta Hotels & Resorts, Canadian Airlines International and Canadian Sport Fitness Marketing.

cbc will be televising the event, and event marketing is being handled by Eventcorp.

Jacques Burelle, president of Eventcorp, feels the Soapberry challenge ‘marks the return of world-class gymnastics to Toronto after a 10-year absence.’

For more information, contact Jacques Burelle at (416) 368-8173, or Susan Whyte, Soapberry Shop director of marketing, at (416) 674-0248.

Seagram stays with V.O. Cup

Seagram Canada will be continuing its sponsorship of the V.O. Cup World Curling Championship event.

For the second year, Calgary will be hosting the event on March 23-27.

The V.O. Cup, one of 60 individual events that comprise the World Curling Tour Championship, will be broadcast live on TSN – The Sports Network.

Only the top 30 teams from the tour standings will be eligible to compete, thereby guaranteeing an exceptional level of play.

Seagram will be focussing its sponsorship marketing activities in Western Canada, and will be donating 25 cents to the Alberta Curling Federation for each bottle of v.o. bought in Alberta liquor stores during November to February.

Additionally, for each purchase of v.o. in b.c., Saskatchewan, Manitoba and p