TrojanOne

Editorial by TrojanOne President in JoS

2010-02-17T15:10:50Z

TrojanOne president Mark Harrison is featured in the December 2009 issue of Journal of Sponsorship (JoS), the leading professional journal focusing on sponsorship and experiential marketing, for sponsors, rights holders and advisors alike.

Every quarter, JoS publishes a wide range of peer-reviewed practice papers, research articles and professional briefings written by leading industry and academic experts. The journal publishes regular sections on evaluation, legal, and regulatory matters, featuring authoritative articles on the latest thinking, research, development and techniques in the field, as well as case studies, reviews and comments on topical issues faced by sponsorship professionals worldwide.

Mark Harrison’s feature presents a candid take on delivering on objectives during the “economic downturn” – an overused phrase he refuses to use as an excuse – while surviving by the “20/80″ principle that underpins the value of sponsorship and the five tenets that any brand owner seeks in a sponsorship.

Click here to download Mark’s full editorial in the Journal of Sponsorship.

Experiential Refined with TrojanOne & Porter

2010-02-02T21:35:35Z

TrojanOne has wrapped up a strong fall with Porter Airlines. Creating the focal point of three experiential marketing campaigns, TrojanOne unleashed a not-to-be-missed “flight crew” of Porter Airlines brand ambassadors. With one male “captain” paired with four female “flight attendants,” the team was dressed head to toe in authentic Porter uniforms, complete with carry-on bags in tow.

In August, the “flight crew” ventured to high-traffic business areas of Toronto to promote the launch of Porter Airlines’ flights to Boston. Educating consumers and offering 10 per cent discount promo cards, the team drove the promotion to both Torontonians and Bostonians. The Boston-themed promotion was tied into three Blue Jays vs. Red Sox games, where the “flight crew” visited the Rogers Centre on three of the five campaign days.

In September, in partnership with the Toronto International Film Festival (TIFF), the brand ambassadors gave movie-going patrons an exclusive VIP experience. This VIP-themed activation emulated the special treatment given to all Porter Airlines flyers. Situated at Ryerson University for all ten days of TIFF, brand ambassadors engaged with guests as they waited in line for TIFF movies, while contest winners searched the campus for the “captain” to win an exclusive tiff experience. When the captain was spotted, contest winners were escorted by the “flight crew” to the front of the line, down the red carpet, into their seats and received a Porter Airlines gift bag.

Closing off a busy fall season, TrojanOne’s relationship with Porter Airlines was continued for an October activation. The same brand ambassador “flight crew” was positioned at various Toronto trade shows, art shows and charity events at a Porter Airlines booth, educating consumers and offering discount cards. TrojanOne looks forward to continuing their strong relationship with Porter Airlines’ to deliver more successful campaigns in the future.

Gibson’s Finest Fan Competition

2009-12-23T16:53:51Z

This year I had the privilege of working with our clients at Gibson’s Finest Canadian Whisky. As part of Gibson’s Finest Canadian Football League sponsorship, which includes, the CFL Player Awards, CFL Players of the Week and Players of the Month (both in the categories of Offensive, Defensive, Special Teams and Canadian player recognition); Gibson’s Finest also activated the Gibson’s Finest Fan Competition to support this sponsorship. The Gibson’s Finest Fan Competition was where TrojanOne’s role came into play.

The Gibson’s Finest Fan Competition was the search for the ultimate CFL fan. This crowned ultimate fan represented their team at the 97th Grey Cup in Calgary, 2009! This year the Grand Prize winner and Gibson’s Finest Fan was Jayson Wall of Winnipeg MB! Jayson beat out 32 other finalists who submitted entries (4 finalists from each CFL team) by receiving the highest number of votes to become the Gibson’s Finest Fan.

As soon as I spoke to Jayson to inform him of his prize, I knew that I had just got off the phone with someone with a true passion for the Canadian Football League and his beloved Winnipeg Blue Bombers. Working alongside my colleagues at TrojanOne, I coordinated Jayson’s trip and his Gibson’s Finest Fan experience in Calgary for the Grey Cup weekend. Jayson’s Grey Cup weekend, included: airfare, accommodations (4 nights) and transportation, tickets to the Grey Cup and events surrounding it, $1,000 spending money for him and 3 friends, plus the right to present the Most Outstanding Player Award during the Gibson’s Finest CFL Player Awards. In addition to Jayson’s grand prize, Gibson’s Finest and the CFL awarded 7 other secondary prize winners (one from each of the other 8 CFL teams) who received airfare and accommodation (2 nights), tickets to the Grey Cup and spending money for themselves and 1 friend, also coordinated by TrojanOne.

I had an amazing time meeting Jayson and the 7 other secondary winners in Calgary and hosting Jayson’s party. Seeing all the passion they displayed for the CFL and their favourite teams was something that has truly made me a much bigger fan of the CFL. Jayson does a much better job than I could ever do in describing the events of the weekend so I will let his letter tell the rest of the story:

“As for the trip and the experience, I can not simply put it into words!    From the moment we landed at the Calgary airport, myself and my party were pretty much ìawe struckî when we met Matthew Harpur and were whisked into the stretch Ford Excursion limo. Then, upon entering the limo, the Grey Cup Gibson’s sweaters, official CFL Grey Cup Ball, mini Bomber helmets and Bottle of Gibson’s Finest Canadian Whisky was a nice surprise!!

The Calgary International Hotel Suites was more than adequate. Its location couldn’t have been more perfect. It was within walking distance of all the official and unofficial events. Matt met us in our room shortly after checking in and gave me the rest of the Grand Prize package. I must say I was speechless when he displayed on the table all of the tickets, VIP’s passes and the $1000 spending money.

If I had to single out one event, the Thursday night, I think for me, was the highlight of the trip. Just before the awards show, in the Gibson’s Finest suite at the Telus convention centre was something I will never forget. Having the opportunity to be in the same room and converse over a few drinks, Gibson’s Finest of course, with the likes of Matt Dunigan, Wally Bouno, Anthony Calvillo, Mark Trestman, Mike Kelly, Doug Brown, John Chick and CFL Commissioner Mark Cohon, just to name a few. If that wasn’t enough, Gibson’s Finest Chief Marketing Officer Rob Malloch addressed the room, where he spoke of the Gibson’s Finest product, Gibson’s Finest’s relation to the CFL and the Awards show and then introduced me to the audience as the Gibson’s Finest Fan. Simply an unbelievable experience!

Our seats for the awards show were great! We were surprised that we had better seats than most of the players that were up for actual awards. I had met Matt Dunigan in the past and having the opportunity to meet him again was fabulous. He is an amazing person and took the time to make sure that me and the rest of my party we’re taken care of. Presenting the Most Outstanding Player Award with Matt Dunigan to Anthony Calvillo was an honor. Even though Matt jumped ahead of the script, I was thinking to myself, ìoh no, what do I do knowî, it was great and will give me something to talk about for many years!! When I had returned to my seat, my wife told me that my phone had not stopped beeping. I had received several text messages from friends and family letting me know that they had seen me live on TSN Sportscentre. What a thrill!!

After the Award show, we attended the Gibson’s Finest Pro Players Awards Show after-party at Flames Central. Again, an amazing time was had by all!! I was again star stuck by the many players in attendance. I think what really sets a lot of the CFL players apart from other pro sports players is there personable demeanor and approachability to the average person. What really caught me off guard and made me take a step back in amazement was that during the after-party there were three players, Jermaine Copeland of the Calgary Stampeders and John Chick of the Saskatchewan Roughriders came up to me, shook my hand and congratulated me on being the Gibson’s Finest Fan. The third player was Fred Stamps of the Edmonton Eskimo’s. Not only did he come up to me, shake my hand to congratulate me, he also brought me to his table and introduced me to his party, which included a few other Eskimo players. An unforgettable night!!

For the better part of Thursday, there was a camera man following me around, everywhere I went, recording this amazing experience. My friends called it the filming of the “Gibson’s Finest Fan Documentary”.   On Friday we spent the better part of the day walking around downtown Calgary doing a bit of site seeing, visiting the Calgary Tower. After that we headed to Stephen Street where the Grey Cup Festival was well underway. Friday night included a stop at the Spirit of Edmonton party and finishing off at the Pro Players Party, again at Flames Central.

Saturday afternoon we took in the Grey Cup parade and toured some more of Calgary. As avid country music fans, we went to the Molson Canadian Quick Six Saloon at the Telus Convention Centre to watch Gord Bamford and Aaron Prichette on stage. With our VIP passes around our neck we were treated like “A” list guests. Here we got to really visit and party with hundreds of other die hard CFL fans from all around the country. With VIP mezzanine access, we had the privilege to once again meet and talk to several CFL players including now retired QB, Damon Allen. The concerts were great and the atmosphere was amazing!

On Sunday we were picked up by yet another stretch Ford Excursion limo and taken to McMahon Stadium for the big game. On exiting the limo, I was greeted by the same camera man from Thursday. The documentary on a Gibson’s Finest Fan continues. He recorded my every move just prior to us entering the stadium. We had excellent seats for the game where two of us were cheering for Montreal and the other two for Saskatchewan. What a game and what a finish!! I was pulling for Montreal as Calvillo deserved to win this year! After the game, we were once again escorted back to our hotel by limousine. That night we decided to take it easy and visited one of Calgary’s fine dining establishments. As all four of as ate our meals and reminisced our weekend together, we were all amazed at what all we had experienced in such a short time. We all agreed that this was by far, the best sporting event experience that anyone of us had experienced or probably would ever experience again!

A huge thank you from me and the rest of us goes out to Matthew Harpur, our host for the weekend. Even before we met, I spoke with Matt over the phone and via email. He was always knowledgeable and helpful. He made it known that he was at our disposal for any of our needs. He did an amazing job in organizing our weekend and making it enjoyable and unforgettable! Thank you Matt!!

I can not put into words how grateful I am for this experience and how thankful I am for letting me bring three close friends along to enjoy this with me!! A simple Thank You to Gibson’s Finest, does not do justice. So I’m not sure really how to say it, but a BIG Thank You to Gibson’s Finest!! You have first class people working in a world class organization.

Also a big Thank You goes out to the people of TSN, the CFL and everyone else that had a hand in organizing the Gibson’s Finest Fan Competition!   In the future, if there is anything I can do for you, weather it be help promote Gibson’s Finest, next years Gibson’s Finest Fan Competition, TSN or the CFL, I am forever in your debt and would be honored to be apart of anything.   I still visit the Gibson’s Finest Fan Website on a daily visit. Just to check it out and say “WOW” to myself!!   It was truly an honor to be selected as the FIRST GIBSON’S FINEST CFL FAN.   I would encourage every CFL fan across this great nation to enter the 2010 version of the Gibson’s Finest Fan Competition. The winner will not be disappointed and will be treated to a once in a lifetime experience!!

Thanks Again!

Sincerely, the 2009 Gibson’s Finest Fan,

Jayson Wall

Leafs Spirit in the Spotlight

2009-11-20T16:20:47Z

On Oct. 1, did you spot Tomas Kaberle or Matt Stajan playing shinny on Front St.? Running the risk of squashing the excitement of your alleged celebrity sighting, we must enlighten you: those Leafs-clad, hockey-playing young men were TrojanOne brand ambassadors!

TrojanOne supported Maple Leaf Sports and Entertainment and the Toronto Maple Leafs in their ‘10 Days of Spirit Tour.’ This inspiring display of spirit blanketed Toronto and lured-in thousands of fans and various media outlets to capture the buzz. Coverage was obtained on CP24, LeafsTV, The Toronto Sun, and the local SNAP newspaper.

With the tour’s schedule promoted in advance via Facebook, the Toronto Maple Leafs’ official website and the Toronto Star, thousands of eager fans showed up at all stops of the tour to collect Leafs merchandise, engage with TrojanOne brand ambassadors, and meet real Leafs players like Phil Kessel and Leafs legend Johnny Bower who welcomed pictures and autographs!

Toronto Maple Leafs – 10 Days of Spirit

2009-11-12T16:37:43Z

TrojanOne supported Maple Leaf Sports and Entertainment and the Toronto Maple Leafs in their ‘10 Days of Spirit Tour.’ Launched on Oct. 1, at Yonge-Dundas Square, a team of 20 TrojanOne brand ambassadors emulated the current Leafs roster by dressing up in full Leafs gear and equipment. TrojanOne selected the locations and managed the team as they swarmed the city of Toronto, rollerblading about to engage with consumers and hand out Leafs merchandise.

The Leafs Nation Mobile Fan Zone then headed to the Air Canada Centre for the official tailgate party of the Toronto Maple Leafs 2009-2010 season, where the TrojanOne team interacted with thousands of fans.

The Leafs fell to the Habs in overtime in the season opener, but everyone had a fantastic time, nonetheless! Throughout the following nine days, TrojanOne selected and facilitated Fan Zone visits to over two-dozen key locations throughout the GTA, including the Entertainment District, fairs, schools, and hospitals. While on board the Mobile Fan Zone, fans were encouraged to take in the experience of the Toronto Maple Leafs dressing room and given the opportunity to win seven pairs of Leafs tickets for the 2009-2010 season.

Watch the CP24 news clip on the ‘10 Days of Spirit Tour’.

Lobster-riffic Promotional Tour

2009-10-13T14:28:21Z

Bringing sensational seafood across Canada, TrojanOne successfully wrapped up a cross-Canada tour showcasing Atlantic Lobster to national markets. Target audiences on the tour included the food service industry, as well as your average household chef to introduce lobster as a feasible and affordable menu option. Working in cooperation with C2 Communications, TrojanOne designed and executed the program on behalf of the Atlantic Canada Lobster industry.

Holding special events in Vancouver, Edmonton, Calgary and Toronto, the program was designed to put Atlantic Lobster in the spotlight of key food, catering, and hospitality decision-makers. Celebrity Chef Ray Bear appeared at each event to provide advice on lobster preparation and menu suggestions, and helped to create a major media buzz around the program.

The second component of the program utilized teams of brand ambassadors in each market, who engaged consumers and distributed promotional items. Promotional collateral included a recipe card, designed to demonstrate that Atlantic Lobster is not solely the premium restaurant fare that it has become know as, but is a legitimate meal option for the everyday household and lifestyle. Approximately 35,000 promo pieces were distributed in the four target markets.

For more information please visit tastelobster.ca

CSF 2010 Announces Official Media Partner

2009-09-22T14:55:30Z

The Canadian Sponsorship Forum is proud to welcome The Sponsorship Report as a media partner for the 2010 event, being held Mar. 19-21, 2010 in Whistler, BC.

The Sponsorship Report is the only publication reporting exclusively on the Canadian sponsorship marketplace. As an entirely subscription-driven publication, without paid advertising, The Sponsorship Report guarantees its readers a completely unbiased take on the industry.

Always looking to improve the sponsorship industry, The Sponsorship Report and editor/publisher Mark Sabourin are looking forward to hosting
Strategic Sponsorship Marketing: The Canadian Summit® being staged Oct. 20-21, 2009 in Toronto, at the Grand Hotel & Suites. The Summit offers excellent programming, carefully engineered to meet the professional development needs of sponsors, properties and agencies. A bonus for registrants at the Summit this year is a complimentary one-year subscription to The Sponsorship Report.

With the mandate of working to serve the information and professional development needs of Canada’s sponsorship marketing community, The Sponsorship Report has been a media partner of previous Canadian Sponsorship Forum events and is happy to continue that support as the Forum moves to Whistler in 2010.

Canadian Sponsorship Forum Announces 2010 Speakers

2009-08-26T14:11:42Z

Set for March 19-21, 2010 in Whistler, BC, the 2010 Canadian Sponsorship Forum has announced its initial list of speakers that will be in attendance. Organizers believe this group represents the cutting edge of Canada’s sponsorship and marketing industry.

Some of those confirmed to appear at Canada’s premier sponsorship conference are: Bill Baker of Envisioning + Storytelling, Megan Cameron of Goodlife Fitness, Sharon Wood from Kids Help Phone, and Jim Kozak of Kraft Canada

They are just part of an impressive array of Canadian business influencers that will be in Whistler, with more exciting additions on the horizon.

For the full list of speakers that have confirmed they will be at the 2010 Canadian Sponsorship Forum, visit the website at: www.canadiansponsorshipforum.com

TrojanOne President Goes International

2009-08-21T20:04:27Z

TrojanOne President & CEO Mark Harrison has been invited to be a featured speaker at the 29th International Fundraising Congress being held October 20-23, 2009 in Noordwijkerhout, The Netherlands. Harrison will present a MasterClass Session on Writing Proposals for Cause-Related Marketing, and is also running a workshop that will outline What Sponsors Want.

Recognized as the leading fundraising conference in the world, the Congress attracts delegates and speakers from 55 countries worldwide.

Considered one of Canada’s premier sponsorship experts and also a popular speaker at colleges, universities, and industry events, Mark Harrison is thrilled to be included among the speakers’ list for this prestigious event.

“We have done some groundbreaking work in the not-for-profit sector and with several cause-marketing clients and I’m looking forward to sharing some of that experience and key learnings at the IFC conference,” commented the TrojanOne founder.

TrojanOne has conceptualized, built, and managed some of Canada’s most ambitious projects in the not-for profit and fundraising categories, including: the Hbc Run for Canada, Esso United Way Days, and the ParticipACTION-Sun Life Inspire the Nation tour.

Harrison adds, “We have done consulting work for some great Canadian organizations like The Lung Association, Youth Science Canada, and The Canadian Breast Cancer Foundation, but this conference will allow me to see best practices from around the world and that will only make our service offering better.”

For more information about the International Fundraising Congress, please visit www.resource-alliance.org/ifc.

Fans First Game Promotion Takes Flight

2009-07-20T14:07:06Z

For the second year, the Toronto Maple Leafs will begin their 2009-10 NHL preseason with fanfare and excitement by once again opening the doors to the Air Canada Centre to Leafs fans for free!

The Maple Leafs and Coca-Cola Zero have announced the September 16 pre-season Coca-Cola Zero Fans First Game vs. the Boston Bruins to recognize the outstanding support of Toronto’s loyal fans. This additional game has been made possible through Maple Leaf Sports & Entertainment’s partnership with Coca-Cola Zero.

On July 10, TrojanOne Integrated Brand Activation literally got things rolling as it coordinated the program launch event on behalf of the Maple Leafs and Coca-Cola Zero. “Getting the call from such a first-class organization like the Maple Leafs to take on the tour activation is very exciting for us,” commented TrojanOne Senior Manager for Field Operations Justin Orfus. “It’s pleasing to know they view TrojanOne as a good fit to take their brand and key messaging into the community.”

The day was spent touring the Greater Toronto Area in the Leafs “Mobile Fan Zone”, the 30-foot trailer with a replica Leafs dressing room. The Mobile Fan Zone stopped at several locations, including the Honda Indy, Ontario Place, Little Italy, Chinatown and Greektown. At each stop, Leafs fans were given an opportunity to win tickets, get free giveaways and meet Leafs players including, Matt Stajan and Christian Hanson and enjoy a refreshing Coke Zero.

“It was a long but satisfying day”, added Orfus, who coordinated the tour schedule and all the staffing needs. “Every stop on the tour brought out big crowds of Leafs fans, and our BA’s did a tremendous job of connecting with them. We were a part of a major media buzz campaign that surrounded the tour and excited the whole city.”

Manager, Marketing Promotions for Maple Leaf Sports & Entertainment, Jennifer Callegaro thought the entire activation was top-drawer, and commented on the efforts of the brand ambassadors who brought things to life. “I appreciate all of the hard work that went into this and…I know they represented our brand in a professional and fan-centric fashion – which is always our #1 priority.”

TrojanOne had previously activated the Leafs Nation Mobile Fan Zone in October of 2008, in a week-long blitz prior to the Leafs’ season opener.

For more information or to enter to win free tickets for the Coca-Cola Zero Fans First Game, visit www.mapleleafs.com.