Media Advisory/Photo Opportunity - Pickering Town Centre continues to extend
a helping paw

    
             CHEQUE DONATION TO HUMANE SOCIETY OF DURHAM REGION

     ANNOUNCEMENT GRAND PRIZE WINNER RAISE THE WOOF! BAG DESIGN CONTEST

                      EXCLUSIVE UNVEILING OF BAG DESIGN
    

TORONTO, April 21 /CNW/ - Pickering Town Centre continues to extend a helping paw with Raise The Woof!--fundraising and pet adoption campaign--created to raise awareness, and financial resources, for the Humane Society of Durham Region (HSDR). On Saturday, April 24, 2010, the Centre is hosting an afternoon of fashion, fundraising, and family fun. Lorna Murphy, Marketing Director, Pickering Town Centre, will make a special Raise The Woof! cheque presentation (over $9,000 donation) to HSDR.

In 2008, HSDR lost over 100 animals and its entire facility in a tragic fire. The Society is looking forward to rebuilding, but still needs to raise an additional $600,000 to finance the project. Pickering Town Centre's donation is funded by Raise The Woof! campaign initiatives including: sales of limited edition plush animal toys, in-mall and on-line donations, and a bag design contest for kids and teens. Partial proceeds from Raise The Woof! bag sales will also be donated to HSDR. This campaign has also taken the internet by storm. Bailey, woof-pack leader/spokes canine for Woof 4 A Roof (the on-line component of the campaign) has attracted over 500 Twitter followers, including some well-known celebrities.

    
    WHAT:  Presenting three Spring/Summer fashion shows with new looks at
           each show

           Raise The Woof! Fashion Show and activities taking place on
           Saturday, April 24, 2010, features a cheque presentation to HSDR,
           announcement of bag design contest winner, and exclusive unveiling
           of the bag design

           Paw print cheek art for kids and kids at heart (proceeds will be
           donated to HSDR)

           Complimentary Raise The Woof! keepsakes--while supplies last

           Photos of animals, in need of loving homes, will be in the Pet
           Adoption Gallery and on the big screen pre and post-show

    WHEN:  Friday, April 23, 2010, 7 pm - Fashion Show

           Saturday, April 24, 2010, 2:00 pm - Fashion Show and Raise The
           Woof! Celebration
                                     2:40 pm - Cheque presentation and
                                               announcements

           Sunday, April 25, 2010, 2 pm - Fashion Show

    WHERE: Pickering Town Centre (Lower Level - Center Court)
           1355 Kingston Road, Pickering, ON.

    WHO:   Representatives from Pickering Town Centre and HSDR. Special guest
           models include kids and teens from the community, and two
           remarkable clients from Women's Fitness Clubs of Canada, who both
           lost a considerable amount of weight.
    

Photo and interview opportunities are available with Lorna Murphy, Marketing Director-Pickering Town Centre, Ruby Richards, Public Relations-Humane Society of Durham Region. Bailey the spokes canine is available for on-line interviews and tweets.

Pickering Town Centre is a one million square foot shopping centre located at Kingston and Liverpool Roads in Pickering, Ontario and is owned and operated by the Ontario Pension Board and managed by 20 VIC Management Inc. The shopping centre currently offers over 200 stores and services under one roof including The Bay, Sears, Famous Players, Zellers. Pickering Town Centre's website can be found at www.pickeringtowncentre.com.

For further information: Brenda Maynard-Richardson, Xen Communications, [phone]; Lorna Murphy, Marketing Director, Pickering Town Centre, [phone] x227