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.

Canon Canada is warming up for its role as official camera, copier, facsimile, calculator and typewriter sponsor for the ’94 Victoria Commonwealth Games, which run from Aug. 18-28 in Victoria.

About 300 million viewers around the world will be watching the XVth Victoria Commonwealth Games, which will see 3,000 amateur athletes competing in 10 events over a 10-day period.

Canon began its partnership with the Games in 1992 and has been helping to increase awareness of the Games by including the Games logo in all advertising.

The logo is present on billboards at the Toronto and Calgary International airports and along the Gardiner Expressway in Toronto.

All Canon letterheads, envelopes, and staff business cards in corporate and sponsored product categories will also carry the logo.

Canon will be showcasing its high performance products by providing organizers with Canon office equipment and cameras up to and throughout the Games.

During the Games, Canon will operate a fully manned and equipped camera repair service at the Canon International Media Centre.

More than 500 photojournalists will be in Victoria covering the Games, and Canon Canada technicians will provide loaner cameras to those that require them.

‘Canon is concerned about the on-going harmony between nations and people,’ said Canon Canada President Fumitaka Yamada.

‘The Commonwealth Games are called the friendly games, and it is our desire to support that kind of spirit,’ Yamada says.

For more information, contact Ben Werbski at (905) 795-2049.

Skate the Nation

Skate the Nation, a 10-city figure skating tour featuring many of Canada’s top stars, will travel across Canada in early May following the SunLife Stars on Ice tour.

Skate the Nation has been designed to reach the markets in Canada that are not served by the Sun Life Stars on Ice tour.

Lada Canada has confirmed its sponsorship for the event. International Management Group, Canada is the tour producer and is in the process of soliciting more sponsorships.

Skate the Nation is expecting Kurt Browning, Brian Orser, Josee Chouinard, Christine Hough and Doug Ladret, Michael Slipchuk and Toller Cranston to perform.

Advertising from the tour will reach an estimated market of more than three million consumers.

Sponsorship packages include backlit rink boards, tickets to the event in all markets, opportunities to host post-event receptions to meet the stars, four-color souvenir program ads, logo/name in all event advertising, on-site sampling/product displays, public address announcements during each event, and access to extensive market research conducted at each show.

Demographics indicate that 79% of figure skating spectators are women and 63% are in the 25-54 age group.

For more information about Skate the Nation, contact Jodi Spitzer at (416) 960-5312.

To the races with Nestle Turtles

Nestle Turtles has signed on as an associate sponsor with the MacNeil Racing Team.

Norm MacNeil, an experienced Canadian driver and sports marketing graduate, will be competing in the 1994 Player’s Ltd. Formula Atlantic Series.

Regarded as the stepping stone to Indy car racing, the Player’s Ltd. Atlantic Series is a professional North American series and is televised nationally in Canada on tsn.

Canadian races include the Toronto and Vancouver Molson Indy, the Montreal Grands-Prix, Trois Rivieres and Mosport Park.

With the rise in popularity and awareness of the sport in Canada, studies indicate that female attendance has risen to where it is now 58% male to 42% female, compared to 10 years ago when it was 68% male to 32% female.

Nestle Turtles will gain exposure to this audience through on-site product sampling, and pre-race show displays carried out by the team.

The Turtles logo will be visible on the car, team transporter, driver and crew uniforms and in the teams’ hospitality area.

MacNeil Racing sponsorship marketing activities include at-track vip hosting, tickets to each event, a national racing display program, couponing and sampling, trade and consumer sales promotion opportunities, a professional public and media relations program and the offer to a key client or sweepstakes winner of the chance to test-drive a racing car through a day at the track.

Title and major sponsorship with MacNeil Racing is available. Sponsorship inquiries can be directed to Norm MacNeil at (416) 510-1692.

Whoops!

In the Oct. 18 issue, it was erroneously reported that Honda Canada will be donating a 1994 Honda Civic for the Toronto Run for the Cure. In fact, Honda will be donating a new Honda Civic Hatchback for both the Toronto and Vancouver events.