Canadian Paralympic Committee launches bold marketing campaign promoting
Paralympic athletes and sports
Tweet this release: http://tinyurl.com/7onvjwc
OTTAWA, Jan. 23, 2012 /CNW/ - They are the fighters. The odds-defiers.
The never-say-nevers. Through an unshakable determination, fierce
passion and sheer willpower, they have accomplished what many athletes
dream of doing, but few actually can: to go beyond the norm and achieve
what many thought impossible.
Meet cross-country skier Brian McKeever, a seven-time Paralympic gold
medallist known as "The Professor."
Wheelchair curler Sonja Gaudet, a Paralympic gold medallist from
Vancouver 2010, is "The Brain."
Sledge hockey national team player and Afghanistan veteran Dominic
Larocque is dubbed "The Warrior."
And alpine skier Viviane Forest, winner of five medals at the Vancouver
2010 Paralympic Games, is nicknamed "The Falcon."
They're the first four in a new series of distinctive, gutsy 45-second
athlete vignettes now launched at facebook.com/CDNParalympics and online at Paralympic.ca/superathletes.
"The minute you get complacent in training is the minute you get left
behind," warns McKeever, whose vignette explains how, having only
peripheral vision, he memorizes every bump and turn in the race course.
"It's a desire to better ourselves. It's an honor and a privilege to be
able to compete at this level."
McKeever (Canmore, AB), Gaudet (Vernon, BC), Larocque (Quebec, QC) and
Forest (Edmonton, AB) represent Paralympic winter sports.
In April 2012, the Canadian Paralympic Committee will unveil its summer
sport vignettes, featuring 15 athletes who will compete at the London
2012 Paralympic Summer Games.
The Super Athlete vignettes are designed to generate awareness and
interest in Paralympic sport, to promote Paralympic athletes and
illustrate the highly competitive nature of the Paralympic Games.
In the vignettes, every athlete is given a nickname that resonates with
attitude and is based on their specific competitive profile and
"The vignettes grab viewers' attention by showing them a side of these
Paralympic athletes they've never seen before," says Henry Storgaard,
CEO of the Canadian Paralympic Committee. "The imagery is full of
attitude and pride and it generates an inspirational, formidable,
empowering feeling. What a privilege it is to work with the Executive
Producer of the Olympic Broadcast Consortium, Don Young."
A second "behind the scenes" video profile (two minutes each) for every
Super Athlete explores how the athlete became involved in parasport and
what it means to them to represent their country, with the goal of
inviting viewers to get involved.
Vignettes were produced by Liz Dussault of FamilyStyle, in collaboration
with CTV, Canada's Olympic Broadcast Consortium.
"We're trying to change the way that people look at athletes who have
disabilities and I'd love for this campaign to inspire people to step
up their game in any aspect of their lives," says Dussault. "These are
athletes fighting for their country and there's no sympathy needed from
anyone. It's just true, bold inspiration."
In addition to the vignettes, facebook.com/CDNParalympics and Paralympic.ca/superathletes provide the following information on every Super Athlete: Quick Facts,
How He/She Does It, Training Regime, Sponsor Support, What Keeps
Him/Her Going, and Getting Involved in Parasport.
About the Canadian Paralympic Committee
The Canadian Paralympic Committee is a non-profit, private organization
with 46 member sports organizations dedicated to strengthening the
Paralympic movement. The Canadian Paralympic Committee's vision is to
be the world's leading Paralympic nation. Its mission is to lead the
development of a sustainable Paralympic sport system in Canada to
enable athletes to reach the podium at the Paralympic Games. By
supporting Canadian Paralympic athletes and promoting their success,
the Canadian Paralympic Committee inspires all Canadians with a
disability to get involved in sport through programs delivered by its
member organizations. For more information, visit www.paralympic.ca.
Image with caption: "Sonja Gaudet, one of the "Super Athletes" featured in the Canadian Paralympic Committee's bold new marketing campaign promoting Paralympic athletes and sports. (CNW Group/CANADIAN PARALYMPIC COMMITTEE (CPC))". Image available at: http://photos.newswire.ca/images/download/20120123_C5937_PHOTO_EN_9079.jpg
Image with caption: "Viviane Forest, one of the "Super Athletes" featured in the Canadian Paralympic Committee's bold new marketing campaign promoting Paralympic athletes and sports. (CNW Group/CANADIAN PARALYMPIC COMMITTEE (CPC))". Image available at: http://photos.newswire.ca/images/download/20120123_C5937_PHOTO_EN_9077.jpg
Image with caption: "Brian McKeever, one of the "Super Athletes" featured in the Canadian Paralympic Committee's bold new marketing campaign promoting Paralympic athletes and sports. (CNW Group/CANADIAN PARALYMPIC COMMITTEE (CPC))". Image available at: http://photos.newswire.ca/images/download/20120123_C5937_PHOTO_EN_9075.jpg
Image with caption: "Dominic Larocque, one of the "Super Athletes" featured in the Canadian Paralympic Committee's bold new marketing campaign promoting Paralympic athletes and sports. (CNW Group/CANADIAN PARALYMPIC COMMITTEE (CPC))". Image available at: http://photos.newswire.ca/images/download/20120123_C5937_PHOTO_EN_9081.jpg
SOURCE CANADIAN PARALYMPIC COMMITTEE (CPC)
For further information:
or to schedule an athlete interview, please contact:
Director, Marketing and Communications
Canadian Paralympic Committee
Tel: 613-569-4333 ext. 242
Manager, Media Relations
Canadian Paralympic Committee
Tel: 613-569-4333 ext. 243
Twitter: @CDNParalympics [#superathletes]