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.
Honda and the Canadian Breast Cancer Foundation have teamed up again to host the Second Annual Honda Run for the Cure in Toronto and Vancouver on Oct. 24.
The five-kilometre run/one-kilometre walk will begin at Queen’s Park in Toronto and at City Square in Vancouver.
Established to raise awareness and funds in the on-going pursuit of a cure for the disease that will affect one out of every 10 Canadian women, the run is able to commit 100% of public contributions directly to breast cancer research due to ongoing corporate support.
For sponsors, the run provides company name and logo exposure on banners at the start and finish of the race, and the chance for product sampling in registration kits the day of the race.
Promotion of the event includes distribution of material through retail stores, fitness centres and medical and health centres.
Honda has again undertaken the role of title sponsor, expanding its participation this year to a national level to include the first Vancouver event.
Along with Honda, Tambrands, Glaxo, Campbell’s, Great Brands of Europe, Toronto Life Fashion magazine, Runners’ Choice, Air Ontario, Sebastian’s Hair & Beauty Products, New Balance, ciss fm radio, Mister Leonard and Vickers & Benson Advertising have, to date, collectively donated more than $100,000 to the 1993 run.
For its participation, Toronto Life Fashion magazine created the Spirit Cup Award, which is presented to the cosmetic company that has the most employees out to the run, and v&b has put together a print ad and public service announcement to increase public awareness.
For more information, contact Liz Holleran at (416) 485-6048.
A Picnic Like No Other
The fifth annual Feast of Fields, a multicourse, roving picnic that celebrates organic foods, will be held Sept. 19 at Ignatius College Farm, a spacious 500-acre working farm just north of Guelph, Ont.
During the course of this fundraising event for Knives & Forks, a non-profit alliance of chefs, organic growers and supporting individuals who share a concern for the environment and who promote better understanding of organic culture, guests will stroll among freshly harvested grain fields, stopping at regular intervals to sample the creative dishes of more than 30 of Ontario’s most acclaimed chefs, as well as some of the newest wine and beer offerings.
Peter Ochitwa of Mad Apples, Jamie Kennedy of Palmerston, Donna Dooher of Mildred Pierce, Keith Frogett of Scaramouche and David Cohlmeyer of Cookstown Greens, all Toronto area restaurants, are among the many established chefs and farmers who are donating their time to raise $30,000 in support of the three-year-old Knives & Forks.
American Express is a sponsor of the event and is helping to underwrite the food costs of the participating chefs.
Benefits for sponsorship include recognition on Feast of Fields marketing material and on-site signage.
For further details on sponsorship opportunities and benefits, call Knives & Forks President Lorene Sauro at (416) 738-3611.
College market
The Canadian Colleges Athletic Association (ccaa), a national organization with more than 90 community colleges as its members, has launched a new campus marketing initiative called the College Retail Marketing Program (crmp.)
crmp is designed to add measurable value to sponsorship programs by introducing sponsors’ products to campus retail outlets.
Further, the sponsorship and retail components of the program are maximized through the execution of promotions and advertising in co-ordination with participating campus athletic departments and the CCAA National Championships.
Casio Canada has jumped on board as a ccaa official sponsor and enthusiastic partner.
Back again this year is the CCAA Product of the Month program, a national campus sampling initiative which provides exclusive distribution on each campus for one month and a co-ordinated national communications effort.
The fee is $3,200, which includes shipping.
A corporate breakfast is being held on Sept. 24 at Toronto’s Humber College to introduce both programs. To reserve a spot, contact Clare Gillespie at (613) 748-5626.
