CATENA NETWORKS TO SERVE AS SPONSOR OF HOPE VOLLEYBALL EVENT
By Adnews Staff
Catena Networks of Ottawa will serve as the title sponsor of HOPE's annual volleyball fundraising event for the next three years. HOPE is a not-for-profit events management organization that raises funds for community-based charities. Its annual flagship volleyball event attracts 10,000 participants. The 2001 Catena Networks HOPE Volleyball Beachfest takes places Sat. July 7 at Mooney's Bay Beach in Ottawa. HOPE has been working with its communications sponsor, McMillan of Ottawa, in developing a new brand positioning and corporate identity for the organization including a new corporate tagline "Giving is a day at the beach." The agency has also developed a new tournament identity for HOPE's annual volleyball event including the "You Ready" campaign which focuses on the lengths people will go to to prepare for the one-day event. The campaign includes transit, print, radio and TV executions as well as posters and brochures. Advertising is running in three phases including a registration phase currently running, a volunteer recruitment phase launching later this month to attract the 1,000 volunteers needed for the event, and a spectator attendance phase that leads up to the event in July.