Labatt Blue searches for Canada's Most Iconic Town

Winning hometown will receive the Good Stuff Award: a $25,000 community grant

TORONTO, July 18, 2012 /CNW/ - From the coast of Victoria to the bluffs of St. Johns, Canada is a country of vibrant, thriving communities and diverse landscapes. Whether prairie born or mountain-raised; Canadians have pride and passion for their hometowns. Labatt Blue is celebrating this hometown pride by naming the 2012 Labatt Blue Iconic Canadian Town.

Since 1951, Labatt Blue has embraced its Canadian roots and its commitment to quality and tradition. This summer, Labatt Blue is honouring Canadian hometown pride and the 'Good Stuff' happening in communities from coast to coast. To kick it off, Labatt Blue has launched a nationwide search for Canada's Most Iconic Town. The town that receives the most votes will be awarded the Good Stuff Award - a $25,000 grant benefiting a local cause or initiative in the community.*

"Labatt Blue is committed to recognizing and celebrating the communities - both big and small - that make up the fabric of our country," said Amy Rawlinson, Marketing Manager. "We wanted to give Canadians the opportunity to champion their hometown and have Labatt Blue reward them for their passion. The Good Stuff Award is our way of thanking Canadians for their commitment to their communities and for making Labatt Blue a Canadian tradition."

Between July 18 and August 15, 2012, Canadians can show their pride and cast their vote to support their top town by visiting Facebook.com/LabattBlue. The poll closes on Wednesday, August 15, 2012 at 5 p.m. EDT. At that time, the hometown with the most votes will be officially crowned the 2012 Labatt Blue Iconic Canadian Town and receive an Ultimate End of Summer party and the Good Stuff Award as voted on by the winning community.

Canadians can select their top choice from a shortlist of ten. The top ten towns were determined through a national omnibus survey** and reflect the diversity of Canada. The top 10 towns are:

  • Victoria, BC
  • Charlottetown, PEI
  • St. Johns, NFLD
  • Whitehorse, YUKON
  • Regina, SK
  • Saskatoon, SK
  • Saint John, NB
  • Thunder Bay, ON
  • Fredericton, NB
  • Moncton, NB

In addition to the search for Canada's most iconic town, Labatt Blue is celebrating everything Canadiana all summer long. Canadians can visit www.CheerstoCanada.ca for a chance to win the ultimate classic Canadian vacation.

About Labatt Blue
Introduced in 1951 as Labatt Pilsener, Labatt Blue was named for the colour of its label by fans of the Winnipeg Blue Bombers football team. Labatt Blue is brewed with premium ingredients and hops to deliver a fully matured, full flavoured beer that Canadians have come to know and love.

†No purchase necessary. Must be legal drinking age. Contest closes Wednesday, August 15, 2012 at 5 p.m. EDT.
 
*The winning community will select the recipient of the Good Stuff Award based on a shortlist of 3-5 preselected local causes and initiatives as determined by Labatt
 
** Labatt Blue selected 25 cities from across the country (excluding Quebec) to qualify as the Labatt Blue Iconic Canadian Town. From June 15 to June 17 2012, an online survey was conducted among 1,506 randomly selected Canadian adults who are Angus Reid Forum panelists to determine a shortlist of the top ten towns. The margin of error—which measures sampling variability—is +/- 2.5%, 19 times out of 20. The results have been statistically weighted according to the most current education, age, gender and region Census data to ensure a sample representative of the entire adult population of Canada. Discrepancies in or between totals are due to rounding.
 

 

 

SOURCE Labatt Breweries of Canada

For further information:

Emily Palley-Samson
(416) 849-8944
Emily.Palley-Samson@edelman.com


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