Kraft Hockeyville wins SMA’s Best of Show
CBC's multi-faceted search for Canada's most spirited hockey community took top honours at the third annual Sponsorship Marketing Awards.
Presented this week in Toronto, the Kraft Hockeyville series, broadcast on CBC last year, won the Best of Show plus a Gold Award in the Sports category at the Sponsorship Marketing Council of Canada’s third annual conference.
The series was a hit, attracting 2.2 million viewers and driving a 15% increase in Kraft’s total market consumption. Marketing campaign components included a dedicated website, in-store promotions, newspaper and magazine advertising, public relations, radio updates and community events. Starcom Mediavest handled media planning on behalf of Kraft, and Initiative Media did likewise for co-sponsor Home Depot. Other partners were the CBC, the NHL, the NHL Players’ Association and Reebok/CCM. The winning community of Salmon River, Nova Scotia, won a prize package that included bragging rights as Canada’s most hockey-mad community.
A complete list of award winners may be viewed at: www.sponsorshipmarketing.ca.