Mackenzie Investments has launched the third edition of a campaign and contest targeting Canadian skiers, but it has upped the prize to draw in more people and promote its new brand purpose.

Top Peak is a national competition that invites Canadian ski resorts and other facilities to demonstrate the ways that they invest in their people and the sport itself – all in the interest of winning a large monetary prize that can be used to make improvements and expansions to their facilities. This year, the competition has greatly increased its prize pool, offering $100,000 to the winner and additional, smaller prizes to the runners-up.

To participate, communities can create a profile on the competition microsite, and then collect nominations and votes. They can also participate in social media challenges that promote their own communities and the contest itself. The winner will be announced on April 1.

The contest is directly tied to the new brand purpose Mackenzie launched last year, according to Leisha Roche, the brand’s SVP and head of marketing. That brand purpose will be further hammered home with a pending relaunch of the larger Mackenzie Investments brand, though details on that remain to be announced.

“Our purpose is all about creating a more invested world, together,” Roche tells strategy. “We want to celebrate people who are invested. Canadians are so invested in the things that they do, and we wanted to give back to their communities. That means giving them more funding to do more great things within their communities with respect to the ski programs they’re offering – with respect to their peaks.”

To support the competition, the investment management firm has partnered with the CBC for a national, paid media campaign that will encompass broadcast, digital and social, including TV promos, takeovers, digital streaming and multi-channel paid and organic social promotion. In addition, North Strategic – Mackenzie’s PR AOR – will be executing programming that includes earned media and influencer promotion.

“A lot of brands do partnerships and sponsorships where they simply slap their logo on something and move on,” Roche explains. “But Mackenzie isn’t about that. We are trying to put our money where our mouths are to give communities access to the funds that they need to create. We want to do more – we want to make this more than just a sponsorship, but an integration of how we connect with Canadians.”