Kraft Celebration Tour Hits the Road with TSN and SPORTSCENTRE on Third-Annual Cross-Country Adventure

- Canada's #1 sportscast to broadcast live from 10 communities in 10 days this summer -
- Kraft Canada to donate $250,000 for community awards across Canada -
- Canadians can nominate their communities online at kraftcelebrationtour.ca and tourneedecelebrationkraft.ca -

To tweet this release: http://bit.ly/kuGajL

"It's a day that will live forever in the hearts and minds of area residents."
- The Outlook community newspaper following last year's Kraft Celebration Tour event in Outlook, SK

TORONTO, May 2 /CNW/ - For the third year in a row, Canada becomes the backdrop for one of the country's most anticipated summertime events, as Kraft Canada and TSN head back out on the road with the return of the Kraft Celebration Tour.  With stops from coast to coast, the Kraft Celebration Tour will see TSN's flagship sports news program SPORTSCENTRE broadcast live from 10 lucky Canadian communities over a period of 10 days this summer from August 19 to 28.

Once again, communities from across the country are invited to nominate their town as a broadcast location - and for the chance to win one of 10 $25,000 community awards from Kraft Canada to be used for improvements to a facility in the prize-winning communities.  Canada's top-rated daily French-language sportscast, SPORTS 30 on RDS, will also join the Kraft Celebration Tour, broadcasting live from any winning Francophone communities.

Communities can enter by submitting an essay (4,000 characters or less) and a photo (up to a maximum of five) describing why their community deserves to be a part of the Kraft Celebration Tour.  The nomination period is open until June 10. Canadians can nominate their local community online at kraftcelebrationtour.ca and tourneedecelebrationkraft.ca.

"The Kraft Celebration Tour is a terrific program for anyone that wants to give back to the community where they live, work and have strong social ties," said Dino Bianco, President, Kraft Canada. "Nominate your community. It's easy and your submission can have a huge impact locally. The $25,000 community award can transform the areas where you come together to be active, have fun and spend quality time with family and friends."

"The power of the Kraft Celebration Tour rests in its ability to unite communities from coast to coast with inspirational stories of triumph and perseverance that resonate with us all," said Stewart Johnston, President, TSN.  "To partner with Kraft Canada on a program like this, and to give back to communities that have consistently supported our network with their commitment to grassroots sports in Canada, is extremely rewarding for all of us at TSN."

Leading the special SPORTSCENTRE broadcasts and highlighting the accomplishments of local communities and athletes are anchors Darren Dutchyshen, Jay Onrait, Dan O'Toole and Kate Beirness, who hits the road for the first time on the Kraft Celebration Tour.  Veteran anchors Chantal Machabée and Marc Labrecque will lead SPORTS 30 broadcasts in winning Francophone communities.

On Canada Day (July 1), TSN and RDS will announce the 20 finalists selected by a panel of judges.  Then it's up to Canada to decide the 10 winning tour stops via 10 intense weekdays of head-to-head online voting beginning July 11.

This year's Kraft Celebration Tour follows last year's cross-country event, which received more than 460 nominations from communities across Canada and saw a record 4.1 million votes cast to select the 10 winning communities.

The Kraft Celebration Tour is supported by a multi-faceted marketing campaign utilizing TSN and RDS broadcasts and platforms, as well as media platforms throughout the Bell Media family.  In-store displays will also be set up in grocery stores across Canada.  In 2010, the Kraft Celebration Tour won a Silver PROMO! Award for Brand Awareness during the inaugural year of the tour in 2009.

Fans of the Kraft Celebration Tour can join the tour's Fan Page on Facebook, follow the tour and its personalities on Twitter, and get a behind-the-scenes look at life on the road with Kraft Celebration Tour blogs on TSN.ca.

SOCIAL MEDIA LINKS
Twitter
Darren Dutchyshen: @dutchysc, www.Twitter.com/dutchysc
Jay Onrait: @JayOnrait, www.Twitter.com/JayOnrait
Dan O'Toole: @tsnotoole, www.Twitter.com/tsnotoole
Chantal Machabée: @ChantalMachabee, www.Twitter.com/ChantalMachabee
TSN: @TSN_Sports, www.Twitter.com/TSN_Sports

Facebook
Kraft Celebration Tour: www.Facebook.com/KraftCelebrationTour
TSN: www.Facebook.com/TSN

About Kraft Canada
Northfield, Ill.-based Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love.  Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2010 revenue of $49.2 billion, more than half of which was earned outside North America.  Eleven of the company's iconic brands -- including Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia and Trident -- generate revenue of more than $1 billion annually, and 40 have been loved for more than a century.  A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index. For more information, visit www.kraftfoodscompany.com and www.facebook.com/kraftfoodscorporate.  In Canada, company brands include Kraft Dinner macaroni and cheese, Christie cookies and crackers, Kool-Aid and Del Monte beverages, Caramilk chocolate, Maynards candy, and Stride and Dentyne gum.

About TSN
TSN is Canada's Sports Leader and Canada's most-watched specialty network. Delivering more sports coverage in High Definition than any other network in Canada, TSN's comprehensive broadcast schedule features an exciting lineup of sports including NHL, CFL, NFL, NBA, MLS, the IIHF World Junior Championship, Season of Champions Curling, Golf's Majors, F1, NASCAR Sprint Cup and Nationwide Series, Grand Slam Tennis, EURO 2012 and 2016, the Tour de France, NCAA March Madness tournament and Championship Boxing events.  TSN properties include TSN2, TSN MOBILE and the industry-leading sports website TSN.ca.  Official broadcaster of the London 2012 Olympic Games, TSN is a division of Bell Media, which is owned by BCE Inc. (TSX, NYSE: BCE), Canada's largest communications company.

SOURCE News - Media

For further information:

Greg McIsaac, (w) 416.384.5180, (c) 416.458.3591, greg.mcisaac@bellmedia.ca
Chobi Liang, (w) 416.384.7584, (c) 416.859.4738, chobi.liang@bellmedia.ca
Renee Rouse, (w) 416.384.7599, (c) 416.428.4807, renee.rouse@bellmedia.ca

Twitter: @TSN_PR


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