Coming to a Community Near You: Kraft Celebration Tour Takes SPORTSCENTRE on a Cross-Country Tour to Celebrate TSN's 25th Anniversary



    
    - Canada's No. 1 sportscast to broadcast live from 10 communities in
                            10 days this summer -

       - Sports fans to select winning communities through 10 days
                               of online voting -

         - $250,000 to be distributed to communities across Canada -
    

    TORONTO, May 5 /CNW/ - Lights...camera...action! In celebration of TSN's
25th anniversary, Kraft and TSN are launching the Kraft Celebration Tour, a
national initiative that will see TSN's flagship sports news program,
SPORTSCENTRE, broadcast live from 10 lucky communities across the country over
a period of 10 days this summer. Communities from coast-to-coast are invited
to nominate their town as a broadcast location - and for a chance to win one
of ten $25,000 community refreshes 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. The Kraft
Celebration Tour hits the road August 22-31, leading up to TSN's official 25th
Anniversary on September 1, 2009.
    "TSN's 25th Anniversary is a tremendous milestone both for the network
and for Canadian television in general, and much of our success over the years
can be attributed to the millions of sports fans who've remained loyal to TSN
since we went on the air in 1984," said Phil King, President, TSN. "The Kraft
Celebration Tour provides TSN with an extremely rewarding opportunity to give
back to the communities that have continuously supported us with their
hometown athletes and commitment to sports in Canada."
    Popular SPORTSCENTRE anchor teams of Darren Dutchyshen and Jennifer
Hedger, along with Jay Onrait and Dan O'Toole, will lead the special
broadcasts, putting a spotlight on the local communities and the
accomplishments of local athletes. Veteran anchors Chantal Machabée and Marc
Labrecque will lead SPORTS 30 broadcasts in winning Francophone communities.
    Through June 12, fans can nominate their local Canadian communities
online for a chance to win one of 10 summer celebrations at
www.tsn.ca/kraftcelebrationtour and www.rds.ca/tourneedecelebrationkraft. As
part of the nomination process, fans are invited to describe how a $25,000
community refresh would make a difference in their community and highlight
their community's spirit and passion for sports and a healthy and active
lifestyle.
    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 an intense 10 days of head-to-head online voting.
    "A cross-country celebration is the perfect way to celebrate TSN's 25th
anniversary and thank sports fans for their support over the years," said
Dutchyshen. "Local Canadian neighbourhoods are the backbone of sports in this
country and we can't wait to hit the road and showcase 10 Canadian communities
on SPORTSCENTRE this summer. We are not coming empty handed, as the $25,000
community refresh from Kraft will go a long way in each of the 10 winning
communities."
    "TSN has become an institution in Canada over the last 25 years, not only
in terms of sports broadcasting, but as a part of Canadian culture. Kraft is
proud to help recognize TSN's significant achievement that actively promotes
the value of Canadian sports," said Jack Hewitt, Vice-President, Marketing
Services for Kraft Canada. "The Kraft Celebration Tour is an opportunity to
give back to local communities across Canada that embrace healthy and active
lifestyles through sport."
    The Kraft Celebration Tour will be supported by a multifaceted marketing
campaign that will utilize TSN and RDS broadcasts and online platforms, as
well as media throughout the CTVglobemedia family. In-store displays will also
be set-up in targeted grocery stores across Canada throughout the contest
period to increase awareness of the Kraft Celebration Tour. An official
Facebook fan page will also be created in support of the tour.

    About Kraft Canada

    Kraft Foods (http://www.kraftfoodscompany.com) makes today delicious in
150 countries around the globe. Our 100,000 Kraft Foodies work tirelessly to
make delicious foods consumers can feel good about. From American brand icons
like Kraft cheeses, dinners and dressings, Maxwell House coffees and Oscar
Mayer meats, to global powerhouse brands like Oreo and LU biscuits,
Philadelphia cream cheeses, Jacobs and Carte Noire coffees, Tang powdered
beverages and Milka, Côte d'Or, Lacta and Toblerone chocolates, our brands
deliver millions of smiles every day. Kraft Foods (NYSE:   KFT) is the world's
second largest food company with annual revenues of $42 billion. The company
is a member of the Dow Jones Industrial Average, Standard & Poor's 500, the
Dow Jones Sustainability Index and Ethibel Sustainability Index. In Canada,
company brands include Kraft Dinner macaroni and cheese, Christie cookies and
crackers, and Delissio pizza.

    About TSN

    Official broadcaster of the Vancouver 2010 Olympic Winter Games and
London 2012 Games of the Olympiad, TSN, a division of CTVglobemedia, is
Canada's Sports Leader. Setting the Canadian sports broadcasting standard, TSN
was voted the No. 1 source for sports coverage and news by sports fans across
the country.(*) TSN's comprehensive broadcast schedule features SportsCentre,
the NHL and first three rounds of the Stanley Cup Playoffs; International
Hockey including the IIHF World Junior Championship; the Olympic Games through
2012; all CFL games including the Grey Cup; NFL including Sunday and Monday
Night Football; PGA TOUR and all four golf Majors; Blue Jays baseball; Raptors
basketball and the NBA Finals; Season of Champions Curling; Auto Racing
including NASCAR, Formula One and IRL; Tennis and all four Grand Slam events;
UEFA Champions League Soccer; and HBO World Championship boxing. TSN HD offers
more sports coverage, more hours and more events in High Definition than any
other network in Canada. TSN is available in 9 million households. TSN's
programming and news content is also available online at TSN.ca and on TSN
MOBILE - the portable version of TSN's industry-leading sports website.
    (*)2007/2008 Roper Reports Canada





For further information:

For further information: For TSN: Greg McIsaac, (w) (416) 384-5180, (c)
(416) 458-3591, greg.mcisaac@ctv.ca; Chobi Liang, (w) (416) 384-7584, (c)
(416) 859-4738, chobi.liang@ctv.ca; Simon Bassett, (w) (416) 384-7599,
simon.bassett@ctv.ca; For Kraft Canada: Lynne Galia, (w) (416) 441-5610,
lynne.galia@kraft.com


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