Corporate Canada Aligns Brands with the Important Youth Market through
Authentic & Relevant Engagement
TORONTO, June 15 /CNW/ - Excitement is mounting as the Miss Teen
Canada-World (MTC-W) pageant, which takes place on July 25th, 2009 in Toronto,
approaches. The Agency of Record, dkpr public relations inc. and EnCourse
Strategic Marketing and Communications (EnCourse), have secured more major
sponsors contributing to this year's competition, the largest search of its
kind in Canada. MTC-W representatives recently completed the final leg of the
search, with the final provincial search that ended in Quebec.
Secured Sponsors to date include: Faze Teen Magazine, Canada's largest
publication for teenage girls, is the exclusive teen magazine media sponsor.
Event and Category Sponsors include: www.beinggirl.ca, Elmer Olsen Model
Management, Balmshell, Goody, Foxy Original Jewelry, In Plus Foot Care, Secret
Pantyhose, Via Brazil Swimwear and for KAO Brand Jergens and John Frieda.
Canadian designer Wayne Clark will provide a gown for the 2009 winner. Kitchen
Orange, www.shopkitchenorange.com, a Montreal-based design company that
exclusively features Canadian designers, is providing the dresses for the
contestants for the opening musical number as well as supplying a wardrobe for
the new MTC-W 2009 winner. The Yorkville Club will also provide a membership
for the winner and the Toronto Academy of Acting for Film & Television is
providing a scholarship. Girls aged 13 - 19 from across Canada will be
eligible for the largest prize package awarded in a Canadian teen competition.
In total, over $25,000 in cash, prizes, and scholarships will be awarded to
talented, aspiring teens.
Each sponsor is fully integrated into marketing and PR initiatives
through the social marketing campaign using vehicles such as Orato, blogging
initiatives and the new Miss Teen Canada-World website. Each on-line component
is designed to feature sponsor names but also create links that will drive
readers to their respective corporate websites. There are also opportunities
for videos on-line that fully integrate sponsors as branded content.
Additional benefits include:
- Rights to use the MTC-W logo and images
- Logo and name recognition on-line, on-site and in the media
- Promotional opportunities on site and throughout the preliminary week
- Inclusion in select media events and photo-ops
- In house program ads and credit
- on-site access through signage
- Hospitality packages
The Title Sponsor will also have their logo featured on the winner's sash
to be worn at the Miss Teen World 2010 Competition in Houston, Texas as well
as at all of the upcoming regional competitions for next year's search for
Miss Teen Canada-World.
"I am thrilled at the level of sponsorship coming through the door
especially in a tough current economic climate. Fortunately, we are seeing a
huge spike in interest as we get closer to the event date," says Michelle
Weswaldi, Executive Director of Miss Teen Canada-World Inc.
EnCourse, together, with dkpr public relations inc. have created a
strategic word-of-mouth, social marketing and PR campaign, relevant to the
youth market. It actively engages all the finalists and their communities
through extensive social media networks such as Twitter and Facebook. There is
also the full contingent of finalists blogging as The Blog Squad, about their
experiences leading up to the event. The general public has the opportunity to
engage with the finalists, judges and sponsors on-line at the official
It's a firsthand look at the competition as it progresses, as well as the
opportunity to connect with Katie Starke, the 2008 MTC-W winner. As July 25th,
2009 quickly approaches, on-line voting will be available shortly on the
This strategy has been the driving force in securing many sponsors in a
short period of time. The 57 contestants are participating in the social
marketing efforts by blogging about their journey up to the finals. They will
also blog about their experiences with all of the brands throughout the week
of the competition. This part of the program will create one of the strongest
social marketing campaigns ever, targeted at teen girls aged 13 -19, and will
allow each of the brands to engage with this market on a whole new level.
The Search for Miss Teen Canada-World has travelled from coast to coast
holding regional competitions in the search for the 57 finalists who will
compete for the coveted title of Miss Teen Canada-World on Saturday, July
25th, 2009, at the Metro Convention Centre, John Basset Theatre. This is the
only competition that goes to each province to search for contestants and has
the rights to send the winner to the Miss Teen World 2010 Competition.
This year, "Be Your Own Kind of Beautiful" is much more than a slogan.
MTC-W provides the opportunity to be an ambassador for Canada and its mandate
is to empower youth to take a leadership role in their communities. The girls
will develop new interests, become a positive role model, and contribute to
projects in their community by raising funds for FREE THE CHILDREN, the
official partnering charity for The Search for Miss Teen Canada-World.
Each national delegate is required to raise $400 within their communities
for FREE THE CHILDREN. The fundraising initiative is a prerequisite into the
National MTC-W Competition. The competition's goal is to raise $20,000 by July
25th, 2009. The event is at 8:00 p.m. on July 25, at the Metro Toronto
Convention Centre at the John Bassett Theatre and is open to the public.
dkpr public relations inc., celebrating its 10th Anniversary this year,
is one of Toronto's best known entertainment and lifestyle PR agencies with
expertise including a strong marketing and sales application to the planning
and development of national PR campaigns.
EnCourse Strategic Marketing and Communications is Toronto's newest brand
and marketing boutique agency providing customized marketing, brand and sales
strategies that are relevant to today's consumer markets.
Marketing and Sponsorship Contact: EnCourse Strategic Marketing and
Communications. Ellen Smith, Principal firstname.lastname@example.org
For more information please visit:
http://www.missteencanadaworld.com / http://www.freethechildren.com
For further information:
For further information: Media Contacts: dkpr public relations inc.,
Deborah Knight, Principal or Chris Binet, Publicist, tel: (416) 363-1255,
email: email@example.com or firstname.lastname@example.org, http://www.dkpr.ca