2018-06-14
CTV's THE AMAZING RACE CANADA: HEROES EDITION Welcomes Season 6 Sponsors and Announces Fan Contests
– Chevrolet returns to Canada's most-watched summer series as a sponsor for the sixth consecutive season; Woods returns for second year in a row –– New sponsors include Alcon Dailies Contact Lenses, Dempster's, The Royal Canadian Legion, and SkipTheDishes –– The winners of THE AMAZING RACE CANADA: HEROES EDITION will each take home the All-New 2018 Chevrolet Traverse Redline, a once in a lifetime trip for two around the world, and $250,000 in cash –THE AMAZING RACE CANADA is back for Season 6! Canada's most-watched summer series for five consecutive years, THE AMAZING RACE CANADA welcomes returning partners Chevrolet, a sponsor of the series for all six seasons, and Woods, returning for the second consecutive year. New sponsors this season include Alcon Dailies Contact Lenses, Dempster's, The Royal Canadian Legion, and SkipTheDishes. Featuring 10 intrepid teams of Canadian heroes, THE AMAZING RACE CANADA: HEROES EDITION airs Tuesdays at 8 p.m. ET / 9 p.m. MT, beginning July 3 on CTV and CTV GO.Host Jon Montgomery welcomes a new cast of racers to the starting line, as THE AMAZING RACE CANADA delivers a new twist this season with courageous Canadians – teachers, first responders, community leaders, mentors, athletes, and other everyday heroes – joining the Race for Season 6.Season 6 features an all-new Twitter contest, courtesy of Chevrolet. One lucky viewer will have the chance to win the same vehicle as the winners of THE AMAZING RACE CANADA: HEROES EDITION by answering questions based on the episode.In addition, the series launches a "watch to win" contest on CTV.ca, courtesy of Alcon Dailies, where viewers can enter for a chance to win a $1,000 weekly prize and a $10,000 grand prize."THE AMAZING RACE CANADA continues to be a sought-after series for sponsors as proven by yet another strong group of partners for Season 6," said Laird White, Director, Brand Partnerships, Bell Media. "With this summer's heroes theme, expect plenty of fun, branded content and interactive viewer features all season long."...
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2018-06-13
29th Annual 65 Roses Ladies Golf Classic presented by Lexus of Calgary - June 25, 2018
 Lexus of Calgary presents the 29th Annual 65 Roses Ladies Golf Tournament held in support of Cystic Fibrosis Canada.This is the longest running women only tournament in Calgary and has raised over one million dollars for cystic fibrosis research.Cystic Fibrosis is the most common genetic disease affecting Canadian children and young adults; there is no cure.Cystic Fibrosis Canada is grateful to the ongoing support of our Alberta Wild Rose sponsors who are helping #EndCF....
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2018-06-12
Union Summer - Presented by TD Returns to Showcase the Best of 'Where Toronto is Going'
Union Summer-Presented by TD returns to the Sir John A. Macdonald Plaza from July 1-August 19th this year bringing an eclectic offering of food, musicians, film screenings and live performances to Union Station. The market will showcase 'Where Toronto is Going' with a curated mix of local food vendors.Union Summer-Presented by TD will feature 50 consecutive days of programming on the TD Stage handpicked from local arts and cultural organizations. It's a showcase of Toronto's talent, culture and spirit right at the gateway to the city. Daily programming will include:Folk Music Ontario MondaysHighlights from Wavelengths Festival on TuesdaysLive from City Hall every Wednesday afternoon and Wednesday Outdoor Movie NightsThursdays' TD Festival previewsDJ 'Nooner' and TD Music FridaysSaturdays' Young Artists ShowcaseWeekend Children's Programming with the Design Exchange"Union is truly becoming a destination in the heart of the city where people can find the best of Toronto," said Lawrence Zucker, President & CEO of Osmington, who is responsible for the retail development at Union Station. "Be it the latest food trends, breakout performances, a movie under the stars, or just a drink with friends – think of Union as your garden patio oasis this summer."With an epic view of the CN Tower serving as the picturesque backdrop, hungry guests can refuel with a myriad of treats from Toronto's hottest eateries like Union Chicken, Amano Pasta, WVRST, Roywoods, The Plant YYZ, Mean Bao, Harry's Burgers, and The Carbon Bar. Union Summer-Presented by TD will also feature a licensed bar area by award-winning craft brewery Goose Island, and dessert options from Bananza and Fugo. Union Summer-Presented by TD will operate Monday through Sunday between the hours of 11:00am to 9:00pm from July 1st- August 19th."TD is committed to helping build strong, connected communities and we are thrilled to again support the lineup of incredible events at this year's Union Summer," said Theresa McLaughlin, Executive Vice President and Global Chief Marketing Officer, TD Bank Group. "We are honoured that our continued collaboration with Union helps to create one-of-a-kind events that bring the community together in unique and diverse ways."...
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2018-06-11
TELUS commits $75,000 to digital literacy skills for Canadian children
New platinum sponsorship of MediaSmarts will support research and education to tackle cyberbullying and other pressing issuesMediaSmarts, Canada’s centre for digital and media literacy, is pleased to welcome TELUS as a platinum sponsor with a $75,000 contribution. TELUS had previously sponsored the charitable organization at the silver ($30,000) level for many years.“TELUS has taken a leadership role in digital and media literacy in Canada with this new sponsorship,” said Cathy Wing, Co-Executive Director of MediaSmarts. “We welcome TELUS’s increased commitment to support the healthy development of Canadian children and youth in our rapidly changing digital world.”TELUS and MediaSmarts share a common mission to ensure that Canadian children and youth have the critical thinking skills to engage with media as active and informed digital citizens. In 2012, TELUS launched TELUS Wise, a free educational program focusing on digital safety, offering Canadians of all ages interactive and informative workshops and resources. Topics include protecting online security, privacy and reputation, rising above cyberbullying, and using technology responsibly.“We believe strongly in MediaSmarts’ mandate and are eager to increase our support for this incredible organization,” said Nimtaz Kanji, Director, TELUS Wise. “The important work they do aligns well with our efforts to keep Canadians safe in our digital world and empower Canadian youth to rise above cyberbullying. We are looking forward to collaborating with MediaSmarts this year on a number of new resources for parents, supporting them in their efforts to raise their children to be good digital citizens.”Over the years TELUS has demonstrated its commitment to digital literacy, having previously funded many of MediaSmarts’ research and education initiatives, including the Impact! How to Make a Difference When You Witness Bullying Online program. Most recently, TELUS supported research into the non-consensual sharing of sexts among Canadian youth, which will inform the development of more effective interventions to discourage this harmful behaviour....
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2018-06-08
Something new in the air at music festivals: cannabis companies
Beyond the beer tents and poutine trucks at last weekend’s Field Trip music festival in Toronto, concertgoers got a taste of what many cannabis brands hope is a step toward the future of live music sponsorship.A fair distance from the event’s two stages, representatives for licensed producer Tweed Inc. were prepared to talk everything pot and pending legalization in Canada. They handed out free swag and plugged a contest for tickets to see Imagine Dragons in concert. Behind them, a social media photo opportunity drew adults and children alike to pose with a giant sign carrying an ambiguously suitable greeting: “Hi.”It wasn’t exactly the loudest way for Tweed to declare its ambitions of becoming one of the country’s biggest weed players, but as legalization nears, most cannabis companies don’t want to rock the boat with the government. Only a few have signed major sponsorship deals that could throw their name in lights and draw the ire of regulators who could impose stricter enforcement.Federal marketing laws are still hazy under Bill C-45, the proposed Cannabis Act, and that has many weed companies playing it safe during this year’s festival season, to the disappointment of event organizers.“Music festivals are anxious to tap into that money,” said Neill Dixon, founder of the O’Cannabiz Conference and Expo, and head of Canadian Music Week in Toronto.“Everybody is just being super cautious right now. They’re putting their toe in the water and edging their way in. There’s a lot of confusion in the marketplace and no clear delineation about what these companies can or can’t do.”And getting clear answers from the government could take months.“I think all of us in the cannabis industry have our lawyers on speed dial, because it’s very confusing times,” said Kerri-Lynn McAllister, marketing officer at Lift and Co., which hosts industry events and offers cannabis education.“A lot of companies are trying to maximize their opportunities … They’re trying to create brand awareness now because in the future it’s going to be much harder.”With summertime considered a key window for generating publicity, some are willing to experiment.One of the more audacious campaigns comes from Aurora Cannabis, the marijuana company that is “presenting” this year’s North By Northeast music festival. The partnership has the company’s name splashed across festival promotional material and linked to a key venue that serves as both an industry hub and concert space.The sponsorship is designed to introduce Aurora to audiences through “memorable experiences,” said Shaka Licorish, managing director of Toronto culture at the company.“(There’s) nothing to do with the actual sale or production of cannabis, but it’s more to inform the audience of who we are, what our values are, so they can get familiar with us,” Licorish said.Other cannabis producers have chosen more subtle ways to build awareness for their brands.Earlier this year, Amsterdam Brewery signed an agreement with cannabis maker MedReleaf to create a “cannabis-inspired” pale ale called San Rafael ’71. It’s the same name that MedReleaf will use on a cannabis product it plans to launch this year.The pairing grabbed attention last month when Canadian Music Week signed what its head organizer called a “roundabout sponsorship” agreement that made the brewery and the future cannabis label co-sponsors of the festival. San Rafael beers were on the menu at the concerts.“I don’t know if that’s going to be the name of a cannabis strain but as far as we’re concerned it was a beer sponsorship,” Dixon said of the arrangement.Some companies have taken another route to the music industry. Up Cannabis chief executive Jay Wilgar helped strike a deal with members of the Tragically Hip last year, making the rockers stakeholders in its parent company Newstrike.The move was later mimicked by Vancouver-based Invictus MD who signed up Kiss frontman Gene Simmons as an ambassador willing to speak about the company and his $10-million investment. Since they’re investors, both deals fall within the rules expected to prohibit celebrity endorsements.Newstrike has brandished the Tragically Hip’s name on its stock exchange ticker symbol, “HIP,” and recently held an event at the Hip’s legendary studio in Bath, Ont., that was heavily promoted on social media.The burgeoning Up brand also intends to regularly tap into the Hip’s fan base.The Hip’s band members are legally allowed to post about Up-related events to their hundreds of thousands of followers on Facebook, Instagram and Twitter. They can also send out emails to people who have willingly signed up to their mailing lists.Up Cannabis also secured a long-term agreement with the Hip’s talent agency, the Feldman Group, that promises future arrangements with some of its vast roster of clients.“The music side of this thing, to us, is a critical way to get the message out,” Wilgar said.“We intend to do as much as we can within the regulations.”Article by David Friend as posted on The Toronto Star....
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2018-06-07
CTV Partners with CANADA'S WALK OF FAME as Official Broadcaster of CANADA'S WALK OF FAME AWARDS
CTV announced today a new multi-year partnership with Canada’s Walk of Fame to become the official and exclusive broadcaster of the awards. The new partnership, brokered by Canada’s Walk of Fame CEO Jeffrey Latimer and Bell Media President Randy Lennox, comes just in time for the awards ceremony’s 20th anniversary milestone this December. “Canada’s Walk of Fame is thrilled the awards are back on CTV,” said Jeffrey Latimer, CEO, Canada’s Walk of Fame. “This is such a monumental year for us as we celebrate our 20th anniversary and continue to deepen our commitment and broaden our impact across Canada. This year’s awards show will be a spectacular celebration of great Canadians, including our 2018 inductees and those inducted since Canada’s Walk of Fame was founded in 1998. It will be a celebration of what is possible, what can be achieved – a celebration of the power of Canadian potential.”“We are proud to honour the ever-growing group of notable Canadians and share their achievements and impact on Canadian society with our viewers,” said Randy Lennox, President, Bell Media. “With the return of CANADA’S WALK OF FAME AWARDS to CTV, we cement our commitment to celebrating extraordinary Canadian talent and their influence and impact both in Canada and around the world.”Celebrating its 20th anniversary this year, Canada’s Walk of Fame – a charitable organization that recognizes and celebrates Canadians who excel in their respective fields – re-joins CTV’s robust lineup of awards shows including the ACADEMY AWARDS®, the GOLDEN GLOBES®, THE EMMY® AWARDS, THE BILLBOARD MUSIC AWARDS, THE AMERICAN MUSIC AWARDS, THE TONY AWARDS, THE COUNTRY MUSIC AWARDS, and the IHEARTRADIO MUSIC AWARDS among others.For 20 years, Canada’s Walk of Fame has continued to recognize Canadians who have excelled on national and international stages in their respective fields, including music, sports, film and television, literary, visual and performing arts, science, innovation, philanthropy, and social justice.CTV’s broadcast of THE 2018 CANADA’S WALK OF FAME AWARDS is a celebration of Canadian excellence with a star-studded event with must-see performances and inspiring stories from new and former inductees. The event, which sees inductees immortalized with their names forever cemented into the streets of Toronto, culminates in a broadcast special honouring Canada’s brightest stars. Past inductees include Ryan Reynolds, Bryan Adams, Pamela Anderson, Margaret Atwood, Jeanne Beker, Jim Carrey, Kim Cattrall, Linda Evangelista, Celine Dion, Louise Arbour, Christopher Plummer, Michael J. Fox, and Terry Fox. Canada’s Walk of Fame represents many examples of courage, strength, talent, perseverance and success in Canada and the world.THE 2018 CANADA’S WALK OF FAME AWARDS broadcast is slated for December 2018. Inductees and broadcast details will be announced at a later date....
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2018-06-06
U Sports launches national strategy to attract corporate funding
The body that runs Canada’s university sports system has signed up a U.S. marketing powerhouse to work on a national strategy to secure millions of dollars from Canada’s corporate giants.U Sports, the governing body for athletics at 56 Canadian universities, hopes to pull in tens of millions of dollars via the partnership with International Management Group (IMG). The effort is part of a years-long overhaul of university sports in this country under Graham Brown, a former Rugby Canada executive who has been chief executive and president of U Sports since 2015.Mr. Brown shut down the Ottawa office, moved the headquarters to Richmond Hill, Ont., and shed the organization’s former name, Canadian Interuniversity Sport (CIS). Now, with IMG’s help, U Sports is looking to consolidate sponsorship opportunities across schools and athletic conferences into one package. Their asking price is $7-million a year, for five to seven years, and their first targets are banks and financial institutions.Currently, the efforts of Canadian university sports are fragmented – with individual schools finding their own sponsorships.“No university athletics department is getting any sponsor for more than six figures,” said Sam Galet, head of Canadian operations for IMG.That stands in contrast to the kinds of sponsorship deals U.S. schools get – such as a deal between Under Armour Inc. and the University of California, Los Angeles, that goes for 15 years and US$280-million.In the United States, Mr. Galet’s colleagues at IMG market college sports to national sponsors, and those lucrative deals funnel millions of dollars back into athletics departments and their young athletes.Mr. Brown and Mr. Galet agree that marketing for Canadian university sports has been weak on a national level – despite efforts from individual athletic departments. Pure corporate sponsorship of Canadian university athletes – where a company pays for marketing and exposure – is only bringing in about $4-million or $5-million a year, by Mr. Brown’s most recent estimate. But that doesn’t include philanthropy, procurement deals or other local sponsorship, which brings the total closer to $15-million.Money is only one reason Canada’s top high school athletes tend to pursue their dreams south of the border. For example, R.J. Barrett, the Mississauga teen and MVP of Canada’s FIBA under-19 World Cup basketball team last summer, will be playing for Duke University this fall. “The blue-chip athletes don’t see Canadian university sports as a pathway,” Mr. Brown said.Still, some talent does stay north – athletes such as Andrew Buckley, who came up through the University of Calgary’s football program before beginning a pro career as a quarterback for the Calgary Stampeders.Mr. Buckley said that staying in Canada meant an opportunity for high-quality academics at a generally lower cost. But being a student-athlete was still expensive.“As a football team, we’d be at the stadium from 3:30 until 9:30 at night, and we wouldn’t have a meal provided or anything like that,” Mr. Buckley said. “It’d make for some long, hungry nights.”During the summers, training and extra course work meant limited time to get a good job, straining finances further.Another benefit to larger sponsorships could be TV exposure. It could boost the profile of Canadian athletic programs and allow far-away family to watch games. Although some marquee events are televised nationally, the broadcasting profile of university sports is far smaller in Canada than in the United States, where events such as college basketball’s March Madness tournament draw massive audiences.Financial institutions are the first target for U Sports because “it’s probably the category that’s spending the most money, is most competitive and has the most resources to spend on something like this,” Mr. Galet said. “And we also know that every financial-services company is looking to talk to millennials.”Mr. Galet and Mr. Brown aim to have one sponsor signed on by Sept. 1. Eventually, they’ll turn their sights to the automotive industry, professional services, technology and telecom as well. And, both men assert, they aren’t looking for philanthropy.“This is about a real marketing campaign, real money, being accountable, putting a proper framework where you’re going to be monitored, monetized and you’re going to be evaluated on it,” Mr. Brown said.“And that’s a whole different concept.”Article by Victoria Gibson as posted on The Globe and Mail....
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2018-06-05
First #movethedial Global Summit Aims to Rally Business Leaders to Inspire and Advance Women in Technology
TD Bank Group extends its support as the event's title sponsor#movethedial, a movement dedicated to advancing the participation and leadership of women in technology, is hosting the first annual #movethedial Global Summit in Toronto on November 7, 2018. With generous support from TD Bank Group (TD) as the title sponsor, the event aims to inspire powerful action to advance women to leadership roles in the global technology community and encourage young girls to pursue careers in STEM."To achieve our vision, we need to move the dial on gender in the tech market at a much faster pace, and encourage businesses and individuals to take immediate action to advance women in STEM. The #movethedial Global Summit will bring together corporate leaders and youth, inspiring and empowering them to unlock this country's potential as the most inclusive technology ecosystem in the world," said Jodi Kovitz, founder and CEO of #movethedial. "This is both a moral and economic imperative, and more important than ever since machines are now learning from the minds that are designing them. As the first event of its kind taking place in Canada, it provides a tremendous opportunity for leaders to unite with a singular focus on advancing women in tech, today and in the future, and model our country's strength of diversity and set a strong example for the rest of the world."Held at Toronto's Koerner Hall at the TELUS Centre for Performance and Learning, the summit will bring together 600 decision makers from corporate Canada and the brightest minds in the country's tech ecosystem, alongside 300 emerging talent and youth across all genders, aged 14-24, from underserved markets – enabling attendees to learn, connect, and grow together.   "TD is proud to support this important and timely event," said Rizwan Khalfan, Executive Vice President and Chief Digital and Payments Officer, TD. "Having a diverse and inclusive work environment is essential to our future success. Our ability to meet the needs of our customers means ensuring that we have a wide range of perspectives that allow us to approach innovation in ways that are meaningful for all of our customers. Women are already playing a leading role in defining and developing our customer experiences and we are dedicated to cultivating a culture that enables them to thrive."The morning sessions will gather senior executives and emerging leaders focused on technology and driving innovation. They will share concrete strategies, tools, and best practices to attract, support, and retain women in tech and other areas of diversity and inclusion. The afternoon sessions will feature stories from female leaders (and those of other genders that support them) with the goal of encouraging all in attendance to "be what they can see." Summit organizers have partnered with TKS, Toronto's leading high-school innovation program, and Plan International Canadato ensure an effective and engaging youth experience."At our core, both Plan International Canada and #movethedial are working toward the same thing: a world where everyone has the right to realize their fullest potential," said Caroline Riseboro, President and CEO of Plan International Canada. "When we are able to engage girls and young women in emerging economic sectors like STEM, there are fewer entrenched gender norms. This new economy presents an opportunity to level the playing field and drive leadership opportunities for women, both locally and globally. Incorporating a youth component in the #movethedial Global Summit is a great example of how together we can make a difference."Speakers at the #movethedial Global Summit -- including top executives, and tech founders and funders from around the world -- will be announced in the coming weeks. To sign up to receive information on summit registration, speakers, agenda, and more, please visit www.movethedial.com. Inclusivity and a welcoming and safe environment are required for fruitful discussion and are top priorities for the #movethedial summit organizers and its "Project Belong" initiative to co-design an inclusive, safe, and accessible gathering where every person belongs, alongside tech community leaders.To date, the growth and power of #movethedial to connect people through storytelling has led to an estimated 6,000 people joining the movement across Canada and in the United States, including more than 60 champions and advisors who are leading the way in the technology industry.In addition to support from founding partner and title summit sponsor TD, #movethedial has received generous support from additional founding partners including Ceridian, CIBC, Osler Hoskin & Harcourt LLP, PwC, TWG, and Wealthsimple....
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2018-06-04
NBA 2K League Sponsorship Guide
Despite its struggles to find its audience, the NBA 2K League has remained in the news due to its high volume of team and league partnerships. Nearly every team in the league has secured at least one brand sponsorship and the league itself currently has more brand partners that the Overwatch League.The league consists of 17 teams, each affiliated with an existing NBA franchise. The Esports Observer has created a comprehensive guide detailing the teams and their current partners, and will update this article sponsors come and go.NBA 2K League In addition to various partnerships with teams, the league itself has secured a number of sponsors, naming an official partner for nearly every piece of equipment used by players.The NBA 2K League’s current partners include:Scuf Gaming—official controller partnerHyperX—official gaming headsetTwitch—exclusive broadcast partnerDell—official PC hardware and monitor partnerIntelState FarmNew Era76ers GC NBA Franchise: Philadelphia 76ersPartners/Sponsors:The Raynor Group—official gaming chair partnerHyperX—existing partner of the Philadelphia 76ersBlazer5 Gaming NBA Franchise: Portland TrailblazersPartners/Sponsors:Secretlab—official gaming chair partnerBucks Gaming NBA Franchise: Milwaukee BucksPartners/Sponsors:Vertagear—official gaming chair partnerHyperX—official gaming headsetGamers HQ—esports event organizer in the MidwestCavs Legion GC NBA Franchise: Cleveland CavaliersPartners/Sponsors:Hot Pockets—founding partnerRocket Mortgage—founding partnerThe Raynor Group—official gaming chair partnerSteelSeries—official peripheral partnerCeltics Crossover Gaming NBA Franchise: Boston CelticsPartners/Sponsors:Alley Powered By Verizon—training facility providerVertagear—official gaming chair partnerSplyce—official esports partnerDunkin Donuts—official coffee partnerGrizz Gaming NBA Franchise: Memphis GrizzliesPartners/Sponsors:HyperX—official headset partnerAmerica’s Navy—jersey partnerFedEx—existing partner of the Memphis GrizzliesHeat Check Gaming NBA Franchise: Miami HeatPartners/Sponsors:Vertagear—official gaming chair partnerJazz Gaming NBA Franchise: Utah JazzPartners/Sponsors:Spacestation Gaming—official esports partnerHyperX—official headset partnerKings Guard Gaming NBA Franchise: Sacramento KingsPartners/Sponsors:Unikrn—esports betting platformPlaywire—monetization platform, partnered with Unikrn for esports initiatives.Knicks Gaming NBA Franchise: New York KnicksPartners/Sponsors:Turtle Beach—official headset partnerMSG Networks—developing a Knicks Gaming reality showChase—existing partner of the New York KnicksSquarespace—existing partner of the New York KnicksMagic Gaming NBA Franchise: Orlando MagicPartners/Sponsors:No brand partnerships at this timeMavs Gaming NBA Franchise: Dallas MavericksPartners/Sponsors:HyperX—official headset partner5miles—jersey sponsorPacers Gaming NBA Franchise: Indiana PacersPartners/Sponsors:Indiana Army National Guard—sponsoring video contentLyftPistons GT NBA Franchise: Detroit PistonsPartners/Sponsors:Findamortgagebroker.com—jersey sponsorRaptors Uprising GC NBA Franchise: Toronto RaptorsPartners/Sponsors:WorldGaming—hosting NBA 2K events in conjunction with Raptors UprisingIBM Canada—sponsor of team’s “Scouting Report Powered By IBM” on TwitterAxe—sponsor of “Axe Pro Tips” video seriesOntario Lottery—jersey sponsorWarriors Gaming Squad NBA Franchise: Golden State WarriorsPartners/Sponsors:NETGEAR Nighthawk Pro Gaming—sponsor of “Play of the Week” video seriesWizards District Gaming NBA Franchise: Washington WizardsPartners/Sponsors:Giant Food—regional grocery store partnerEvents DC—partnership through Washington Wizards parent company, Monumental Sports & EntertainmentBud Light—video content and watch party sponsorLeidos—official season presenting partnerHyperX—official headset partner...
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2018-06-01
Cheers to all! LCBO Announces First Official Partnership With Pride Toronto 2018
As Pride month kicks off, the LCBO is thrilled to announce its first official partnership with Pride Toronto 2018, celebrating the LGBTQ2S community and the organization's commitment to diversity and inclusion. Running through June 24 at select stores in the Toronto Pride area, the "Cheers to all" campaign includes in-store creative that mirrors Toronto Pride's official design, fundraising for Casey House, and sensitivity awareness sessions for staff."As the largest celebration in North America, we are extremely proud to partner with Pride Toronto to promote unity, individuality and compassion through this month-long campaign," said George Soleas, CEO & President, LCBO. "This marks an important step in our year-round commitment to building an inclusive, equitable and respectful work environment and strengthening our presence in vibrant communities in which we operate across the province.""We are proud to be partners with the LCBO who are demonstrating their leadership in committing to LGBTQ2S equality year round," said Olivia Nuamah, Executive Director, Pride Toronto. "Social responsibility means committing to the fight for equity and inclusion as well as celebrating Pride."Paramount to the LCBO's commitment to responsible retailing and keeping alcohol out of the hands of minors is the company's Check 25 program, in which all staff check government-issued identification for customers that appear to be 25 years of age or younger. In an effort to ensure that LCBO stores are a place where all customers see themselves reflected, photos used in the Check 25 creative will be updated to include members of the trans community. Supported by The 519, a City of Toronto agency committed to the health, happiness and full participation of the LGBTQ community, staff of participating LCBO locations will take part in sensitivity awareness sessions to ensure the customer experience is respectful and inclusive."The Education and Training department at The 519 has delivered inclusion training to over 10,000 people and 300+ organizations last year," said Laura Gibbon, Manager Education and Training, The 519. "We are excited to partner with the LCBO and are looking forward to working together to promote gender and sexual diversity in the retail and service industry."Rounding out the campaign is the opportunity for customers to make a donation alongside their purchase towards Pride Toronto's charity of choice, Casey's House.The "Cheers to all" campaign was designed and executed by LCBO's in-house Corporate Social Responsibility, Marketing, Merchandising and Retail teams alongside Bensimon Byrne....
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