2010 Winter Olympics While the current movement aspires to include the Paralympics as full partners; the Olympics get 80% of their funding through Gov't and corporate support. This leaves the Paralympics with a much lower profile. Twelve Bentall Shopping Centres across the country took up a torch to help raise their profile and some much-needed funds for their athletes.
Hands Up Canada Results
Our efforts didn't go unnoticed! 144 news stories generated millions of media impressions. A chance to win a trip to the Paralympic games generated over 63,000 entries and $155,000 was raised for our Canadian Paralympic athletes. Campaign materials are still on display at both the BC and Alberta Sports Halls of Fame.
Fare Fight for Food
To support Bentall Kennedy's socially responsible brand, we developed a National PR program and 8-month challenge that involved 17 properties. Our goal was to collect 25,000 pounds of food and fundraise $75,000. Press releases were sent via Newswire in English and French to launch the program.
Fare Fight for Food
Participating shopping centres were supplied with a materials kit. To keep motivation levels high, centres could compete for (1) of (5) $10,000 grants and were asked to fundraise a minimum of $5,500 and 1,428 pounds of food.
Street Teams
Every area of the company got involved in the launch program, which took to Toronto's streets with a little competitive team play.
Fare Fight for Food Highlights!
Results outperformed every target. The campaign raised $279,115 for local Food Banks, collected 366,291 pounds of food, and generated 16 million positive media impressions in 25 print publications, 58 on-line publications, 9 minutes of video coverage, 8 radio stations and 18 television interviews. Even Prime Minister Harper donated a bag full of groceries!
Catch the Spirit
This national digital program included a fun filled holiday website, a $10,000 shopping spree, a Holiday Hero nomination, recipes, games, colouring pages, photo frames, a customizable storybook, crafts, and letters to Santa.