Toronto 2015 Pan/Parapan American Games selects agency to create brand

Endeavour Marketing and Trajectory collaboration wins competition

TORONTO, June 16 /CNW/ - Endeavour Marketing and Trajectory teamed up to win the branding project for the Toronto 2015 Pan and Parapan American Games, following the selection competition's final phase last week judged by a panel of sport and marketing experts.

Nineteen agencies submitted qualifications in the first phase of the process, with three selected to present proposals to the judging panel. The proposals were scored on brand planning and development and creative. Top scoring for the Endeavour/Trajectory was unanimous. Panellists included Ian Troop, CEO, Toronto 2015; Michel Frappier, chair, Ontario Advertising Review Board; Allan Middleton, professor, Schulich School of Business and Richard Peddie, president & CEO, Maple Leaf Sports + Entertainment.

Creating the Toronto 2015 brand and visual identity is a critical element in marketing the Toronto 2015 Games to sponsors, spectators and visitors.

Work on the project begins immediately. The brand strategy, plan and design is targeted for completion this summer. Consumer testing and development of the visual identity handbook will follow and several tactics will be ready to launch soon after.

About Endeavour Marketing and Trajectory

Endeavour is a full-service marketing agency with extensive expertise in sport, culture and consumer based marketing. Endeavour is Canadian owned and was established in 2005 by partners Barry Avrich, Tori Laurence and Larry Latowsky. Endeavour has partnered with Trajectory, a branding agency with a long history in culture and civic engagement.

About the Toronto 2015 Pan/Parapan American Games

The Pan American Games is one of the world's largest international multi-sport events, held every four years for athletes of the 42 member nations of the Pan American Sport Organization (PASO). The Games comprise all Summer Olympic Games sports, as well as traditional Pan American sports. The Toronto 2015 Pan / Parapan American Games will draw 10,000 athletes and officials and feature 48 sports in 17 municipalities across the Greater Golden Horseshoe area. The Toronto 2015 Pan American Games will take place July 10-26 and the Parapan American Games August 7-14.


"The brand identity will help make these Games come alive. We'll develop a unique, compelling brand that captures the vision of our Games and makes it a 'can't miss' event - for sport, for tourists and for our communities." - Ian Troop, CEO, Toronto 2015.

"The strength of Endeavour in the strategy and execution of major events was complemented by Trajectory's strategic and creative brand expertise creating an approach that will be a vital element of the Toronto 2015 Games." - Alan Middleton, professor, Schulich School of Business

"The winning proposal takes Toronto 2015 a huge step forward in ensuring these Games will be able to touch people and inspire sponsors right through the closing ceremonies in 2015." - Richard Peddie, President & CEO, Maple Leaf Sports + Entertainment

"The Games will bring our region together in a celebration of sport and culture. We're thrilled to be a part of helping the Games connect with people throughout Pan America and here at home." - Barry Avrich, president, Endeavour Marketing.

SOURCE Toronto 2015 Pan/Parapan American Games

For further information: For further information: Liz Borowiec, Toronto 2015, (416) 326-4982

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Toronto 2015 Pan/Parapan American Games

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