Kraft Canada, TSN and its French-language counterpart RDS are hitting the road again for the second annual Kraft Celebration Tour, which will visit 10 communities in 10 days for live tapings of TSN and RDS’s popular highlights wrap-up show Sportscentre and Sports 30.
Through June 13, Canadians are invited to nominate their community online (TSN.ca/kraftcelebrationtour or RDS.ca/tourneedecelebrationkraft) for a chance to win $25,000 to put towards a city improvement initiative.
On July 1, TSN and Kraft will select 20 finalists and ask viewers to vote online to select the winners. Each winning city will host a celebration and live taping during the tour, which runs from Aug. 20 to 29. Anchors from both shows will lead the special broadcasts, spotlighting the communities and accomplishments of its local athletes.
Last year’s tour was “hugely successful,” said Jack Hewitt, vice-president of marketing services at Kraft, generating more than 2,600 stories from communities across Canada and more than 1.6 million votes.
“The prize is one thing, the thought of being recognized on national TV as one of the top 10 communities… The folks took great pride in that,” he said.
New to the tour this year is an additional $10,000 prize that will be awarded by Kraft Canada’s coffee brand, Nabob. Communities can enter both contests.
“Communities are looking for whatever help they can get,” said Hewitt. “There’s a huge sentiment around community pride and demonstrating to the rest of Canada why this community is so special.”
Kraft and TSN recently signed a two-year deal extension that will see the tour return next summer.
As part of the partnership, Kraft ads will be shown on TSN and RDS, and across CTVglobemedia properties such as The Globe and Mail. Kraft is also supporting the tour online and in-store.
Momentum developed the creative, while MediaVest handled the buy.
