Sports & Entertainment

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How Golf Town sustained a month-long Black Friday

The retailer has shifted its budget to make social and live streaming trigger shopping behaviour, a strategy it is continuing through the rest of the holidays.

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EA celebrates moments that thrill hockey fans

Instead of gameplay, the developer focuses on a brand-first approach to connect its NHL series with both casual and diehard fans.

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TVA’s rebrand is all about understanding Quebec

The broadcaster finds its role in a disrupted media landscape and helps its new streaming service stand out from the global crowd.

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Ottawa Senators add Zulu Alpha Kilo to its lineup

The NHL team hires a new agency to help it build fan excitement as its rebuilding begins to take shape.

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Spin Master grows gaming efforts with Rubik’s

The Canadian toymaker is jumping on the retro toy train, picking up the iconic ’80s puzzle brand.

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TIFF calls on fans to continue film fest rituals

Despite many changes this year, the festival wants to show that it is maintaining its role in culture and the film industry.

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Sherwood wants to add the flare of other sports to hockey

The Canadian Tire brand was stale among young players, so is trying to embody the evolution of the game.

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Lori Davison to join ROM as new CMO

SickKids’ marketing lead will help the museum implement a plan to become one of the world’s foremost cultural institutions.

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Canadian Olympic Committee says ‘it’s time’ to use our strength for recovery

The Tokyo games may be postponed, but the organization still released a campaign to learn how to create more active Team Canada fans.

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Long & McQuade changes the tune on its marketing mix

The music retailer had a huge boost in online podcast and recording equipment sales, but it’s no replacement for in-store business.

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Cineplex reminds people of the joy of seeing movies together

As it plans its approach to reopening, the theatre chain projected a film for residents of an apartment building.

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Tribeca Film Fest lets fans make their own AR movies

The festival taps Jam3 to keep audiences engaged without in-person screenings and help virtual programming stand out.

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Canadian Paralympic Committee pivots to a different inspiring message

With this year’s games postponed, athletes use their experience with “the world changing overnight” to give Canadians a sense of hope.

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Visa keeps its Olympic sponsorship relevant

The brand tweaks the concept it had planned for this year’s games to show people how easy it is to do their part for public safety.

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Influencers find a place in a socially distanced world

As events and product launches move online, brands are looking to social personalities to provide the audience.