Gold Awards for Scotiabank Hockey Day in Canada and Scotiabank Community Hockey Sponsorship; Distinction Award for Scotiabank Nuit Blanche
TORONTO, April 12, 2012 /CNW/ - Scotiabank was the most awarded organization at the Sponsorship Marketing Council of Canada's 2012 Sponsorship Marketing Awards, receiving top honours in three categories; Gold Awards for the Scotiabank Community Hockey Program and Scotiabank Hockey Day in Canada sponsorships and a Distinction Award for the Scotiabank Nuit Blanche sponsorship. Scotiabank shares the honours with its partners at the CBC and City of Toronto and agency partners PHD, Capital C, S&E Sponsorship Group and Aimia.
"These awards reflect the importance we place on choosing programs which span from local and community levels - like sponsorship of community hockey teams - to national events like Scotiabank Hockey Day in Canada and arts exhibitions like Nuit Blanche," said Duncan Hannay, Scotiabank's Senior Vice-President, Canadian Marketing. "Our sports and arts sponsorships enrich the fabric of Canadian life in the cities and communities where our employees live and do business. We thank the Sponsorship Marketing Council of Canada for this recognition."
Gold Award for Media Sponsorship: Scotiabank Hockey Day in Canada 2011
Scotiabank won gold for turning a one-day media sponsorship into a successful three-month activation for Scotiabank Hockey Day in Canada 2011. Scotiabank's strong pre-promotion leading up to the event included the Scotiabank Big Save contest which gave minor hockey teams across Canada the chance to win a trip to Whitehorse for Scotiabank Hockey Day in Canada events. Additional activations included Scotiabank Girls HockeyFest in Whitehorse and Oakville. Girls HockeyFest helps young female hockey players improve on-ice game skills and off-ice life skills, and includes coaching from some of the best female hockey players in the world, including Olympic Gold Medalists Tessa Bonhomme and Cassie Campbell-Pascall. Scotiabank customers also had an opportunity to see the Stanley Cup at a local Whitehorse branch and meet NHL Alumni.
- More than six million Canadians tuned in to watch CBC's broadcast during Scotiabank Hockey Day in Canada in 2011, the highest in its history.*
- 54 per cent of Canadians agreed that Hockey Day in Canada demonstrates Scotiabank's commitment to hockey
- 43 per cent agreed that Scotiabank was an "extremely or very good fit" with Hockey Day in Canada
*Source: Neilsen PPM, February 11, 2011
Gold Award for Sustained Success: Scotiabank Community Hockey Sponsorship Program
As Canada's Hockey Bank, the Scotiabank Community Hockey Sponsorship Program is natural fit for Scotiabank. The program was developed based on a consumer report that showed a large number of Canadian hockey parents were struggling with the cost of the sport. In 2008, Scotiabank started sponsoring minor hockey teams and leagues across Canada and the program has since grown from sponsorship of 1,000 teams in its first year to more than 3,700 teams and leagues across Canada.
- Financial support has increased every year since 2008
- 98% of Scotiabank branches participate in the program
- 72% of parents say they would do business with Scotiabank as a result of the program
- 83% agree that Scotiabank is committed to supporting local hockey
Distinction Award for Arts & Entertainment: Scotiabank Nuit Blanche
Scotiabank won the Distinction Award for Scotiabank Nuit Blanche 2011 by building audience engagement and bringing the digital art experience to the public through social media and mobile devices. Scotiabank helped make art more accessible to the public by maximizing the time people could engage and interact online. Scotiabank Nuit Blanche 2011 launched FLUXe, a 100-foot high outdoor LED board and interactive art installation at Scotia Plaza, which allowed the public to be the artist with tablets and their mobile devices. Scotiabank Nuit Blanche was produced by the City of Toronto and during Scotiabank Nuit Blanche in 2011,
- Scotiabank retained Tier I Status at 90 per cent through Scotiabank Nuit Blanche
- Scotiabank's brand opinion increased to 69 per cent in 2011, up from 59 per cent in 2010.
- Scotiabank successfully received 1,000 on site leads with 90 per cent agreeing to be contacted by Scotiabank
Created by the Sponsorship Marketing Council of Canada and in partnership with the Association of Canadian Advertisers, the Sponsorship Marketing Awards recognize excellence in strategy and activation of sponsorship marketing. Judges evaluate submissions against stated objectives and whether the sponsorship program successfully met or exceeded goals.
Scotiabank is committed to supporting the communities in which we live and work, both in Canada and abroad, through our global philanthropic program, Scotiabank Bright Future. Recognized as a leader internationally and among Canadian corporations for our charitable donations and philanthropic activities, Scotiabank has provided on average approximately $45 million annually to community causes around the world over each of the last five years. Visit us at www.scotiabank.com.
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