McDonnell Haynes creates campaign for sailboat racer
By Adnews Staff
McDonnell Haynes Integrated Communications Partners of Toronto has been hired by Spirit of Canada Ocean Challenges to develop an awareness and fundraising advertising campaign for Canadian skipper Derek Hatfield's entry in the 2006 Five-Oceans solo sailing race. Hatfield finished third in the 2002 race, which covers 28,700 nautical miles and takes about eight months at sea to complete. A new 60-foot sailboat called "Spirit of Canada" is currently under construction for the 2006 race, funded by corporate and individual donations. The campaign will consist of pro bono magazine, newspaper and radio ads. The creative will depict the mental and physical demands of the race. "We plan to reveal the gruelling nature of solo sailing to position it with Canadians as one of the sporting world's most physically and mentally challenging sports," said creative director Phil Haynes. "We're presenting topics such as frostbite, self-surgery and sensory deprivation to let Canadians understand the perseverance and determination that goes into a solo boat race." The ads direct viewers to a website at <http://www.spiritofcanada.net> for more information. Toronto-based Maverick is handling public relations.