Spirit of Canada begins fundraising campaign
By Adnews Staff
Toronto-based McDonnell Haynes Integrated Communications Partners has created a new advertising campaign to raise funds for the Spirit of Canada entry into the 5-Oceans Challenge sailing race next year. The series of ads is intended to raise awareness of the race and the Spirit of Canada. The creative makes use of the names of Canadians who have contributed to the entry, including a five-year-old boy, a lieutenant in the Canadian navy and a champion racehorse. The pro bono campaign includes magazine, newspaper and radio advertising. The names of contributors will be displayed on the hull of the 60-foot boat, which will be skippered by Derek Hatfield. The fundraising goal is 10,000 names. The 5-Oceans race takes place every four years. The solo competitors will spend approximately eight months at sea, covering 28,700 nautical miles.