Skate Canada has chosen Ariad Communications of Toronto as its new strategic agency.
Ariad president Michael Beckerman says his firm was brought on to enhance Skate Canada’s current offerings, including its sponsorship and marketing programs, and make them more relevant.
“Many Canadian companies are interested in connecting with the ‘skating mom’ target market, and the Skate Canada property enables them to do this,” he says.
“Skating moms will reward sponsors with their business if they connect with something that is important to them—in this case, their children’s chosen sport.”
Another aim is to introduce new Canadians to figure skating, says Colin Withers, brand and communications manager at Ariad.
Beckerman says Skate Canada approached Ariad about the account. the 130-person PR agency has a long history of working with Canadian non-profits, he notes.
“Ariad’s strategic focus, creative capabilities, and cultural dedication to the non-profit sector make them a perfect agency partner for Skate Canada,” said Skate Canada CEO Dan Thompson, in a statement.
