ParticipACTION has been a long time advocate of wanting Canadians to live a heather life and in partnership with Sun Life they have kicked off a nation wide awareness campaign. Developed by TrojanOne, ParticipACTION’s brand activation agency, the campaign includes a national tour across 31 Canadian communities staffed by traveling ParticipACTION crew members. The official launch took place on Friday, June 26, 2009 in downtown Toronto where special guests The Honourable Gary Lunn, Minister of State (Sport), Olympic icon Donovan Bailey, and local partner Get Active Toronto. The tour is continuing from coast to coast until late August, with follow-up activities through
December.
“The ParticipACTION Sun Life – Inspire the nation tour is delivered as a highly visible and motivational community activation, supported by additional media outreach, to ensure a meaningful and impactful message for and from Sun Life and
ParticipACTION,” commented Mark Harrison, President, TrojanOne. “This campaign leverages ParticipACTION’s overarching goal of igniting opportunity and passion for physical activity by truly engaging communities and sharing stories.”
Stops along the way are scheduled for cities such as Ottawa, Calgary, Vancouver, Montreal, and Kitchener-Waterloo where media events will also be held to help generate additional exposure through spectacles such as branded jogging packs running through the downtown core. Surrounding areas will be blanketed with campaign messaging with windows, sidewalks, and parking lots branded with the Get Inspired. Get Moving. message.
Agency: TrojanOne
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