Embarrassingly, I had never been to the Canada Games before. Bad on me.
So I looked forward to a chance to return to Prince Edward Island, after having gone on a marvelous vacation there two years ago. My plan was to catch the tail end of the 2009 Summer Games, including the closing ceremonies.
Don’t know why I’ve never been before. I’ve done business with the Council. They’ve been a featured part of the Canadian Sponsorship Forum. I’ve come to know some of the national staff, and the 2011 host team. But for some reason in all my years in this business, never made it to a Canada Games.
Perhaps this is the case where the sample size of one (me) really means more than just one. Have you been to the Canada Games? Have you taken your brand there? Have you supported the efforts of your provincial teams?
What I saw this weekend made me realize what a hidden gem this event is. Not to say it’s not a gem that doesn’t need a serious polish, but the raw material is there for a tremendous marketing property.
Every province and territory is represented. Nearly 5,000 athletes compete in a wide variety of sports. Host community members open their doors to visitors from coast to coast to coast. Both the Governor General and the Prime Minister attended the Opening Ceremonies. This must be big.
Indeed it could be. I think the Canada Games have a unique opportunity to be the backbone of our sporting future. A savvy marketer could celebrate each athlete and coach in his/her hometown. A local sponsor should build promotions to take advantage of venues filled to the rafters like I saw at the volleyball championships. A brand wanting to appeal to parents should ease their travel burden in supporting their daughters and sons in a province they have never before seen.
I’ll be back to the Canada Games. The next edition is the Winter Games to be hosted by Halifax in 2011. On any given day, Halifax is a great city to visit. (Save for my 1991 trip to the drunk tank for a night.) But Halifax is a hospitality machine when its hosting events.
The 2011 team unveiled their theme on the last night of the 2009 games via a star-studded video. I loved it.
Entitled “What will you BRING?” it challenges athletes, coaches, parents, administrators, and media to bring their passion to Nova Scotia. Sponsors should start thinking of doing the same thing.
Punch my ticket. I’ll be in Halifax in 2011 and I’ll be BRINGING some clients!
