—New Bobsleigh Canada Skeleton campaign, www.supportbobsleigh.ca, aimed at capturing ear of corporate Canada—
(bobsleigh CANADA skeleton press release)
TORONTO—All eyes were on Canada’s bobsleigh and skeleton athletes at the 2010 Olympic Winter Games when they made four trips to the podium that elevated nationalpride from coast-to-coast-to-coast. Now, just 21 months later, the nation’s best athletes are pulling out all the punches to get the attention of corporate Canada as they search to replace the much-needed funding to keep them on top of the world.
One of Canada’s most accomplished amateur sports programs, having racked up nearly 200 medals at elite international competitions over the last decade including eight Olympic medals, has found itself without a title sponsor less then two years removed from igniting the nation.
“Visa has been a long and enthusiastic sponsor of Canada’s bobsleigh and skeleton athletes since 1992, and have played a critical role in helping uscreate winners for Canada,” said Don Wilson, chief executive officer, Bobsleigh Canada Skeleton, who added Visa has generously provided additional support for the organization during its period of transition. “Our past success proves that we will deliver significant return on our next corporate partners investment into our journey to the podium towards 2014 and beyond.”
Olympic skeleton medallists, Jon Montgomery who won gold in 2010, and 2006 bronze medallist Mellisa Hollingsworth, slid into Toronto on Friday tolaunch a multi-pronged campaign on behalf of the nation’s best bobsleigh and skeleton athletes.
With their national program officially on the open market, the two high-profiled Olympians joined forces with Bobsleigh Canada Skeleton executives to enlist direct feedback from media, corporations and agencies in conjunction with the launch of a nationwide billboard campaign that will run in four cities across the country, reminding businesses and individuals of the opportunity to fuel the ongoing success of the program through sponsorship and individual donations.
“As an organization, we are not looking for superfluous funding to pad an existing budget so we, as athletes, can travel first class and stay in 5 star hotels. We are looking to fill a massive hole that exists in ourprogram that will allow us to simply train and compete,” said Jon Montgomery, who celebrated in style with his memorable stroll through Whistler Village after electrifying the nation with his golden run on the Olympic Track.
“There is a component of altruism to supporting amateur athletics in Canada, but the reality is there are substantial returns, both tangible andintangible. People smarter than myself have mathematical equations to measure brand awareness and impressions, but things like elevated corporate moral through athlete engagement in corporate functions, and in just being connected to, and feeling a part of, the successes that “your” athletes realize on the world stage are infectious and invaluable.”
Thanks to thegenerous donation of Pattison Outdoor Advertising, a nationwide billboard campaign created by TBWA/Toronto will be featured in four major Canadian cities across Canada through February 2012. Montgomery and Hollingsworth unveiled the billboards that will begin running in Toronto until Christmas. The billboard series will then move west to be showcased in Vancouver, Edmonton and Calgary in January and February. The Toronto-based creative agency also developed two posters that will be on display at key locations and major events in each of the cities.
“We deliver a tremendous amount of exposure through our team’s successes, but I believe the value of engaging in a corporate partnership extends far beyond the track,” said Mellisa Hollingsworth, who is a two-time World Cup champion, and also began professional barrel racing this summer.
“We have a group of high-profiled athletes from across Canada in our program who spend countless hours at schools, corporate and charitable speaking engagements, and events nationwide. By investing in Bobsleigh Canada Skeleton, corporations also come with us into our respective communities as part of our individual outreach.”
The financial lifeline to Bobsleigh Canada Skeleton’s budget comes from the generous investment of Canadian taxpayers through Sport Canada, along with the Own the Podium program.
Below are the advertisements:
