Canada Winter Games campaign begins
The 2007 Canada Winter Games Host Society and the Canada Games Council have released two 30-second television public service announcements to promote the upcoming Canada Winter Games, which will take place in Whitehorse, YT from Feb. 23 to March 10. The commercials, which were developed by McDonnell Haynes in conjunction with Outcrop Communications, will air nationally from Jan. 2 to Feb. 9. The ads use the tagline, “Where does greatness begin?” The creative consists of a montage of children playing various sports, which then shifts to images of athletes who competed at the Canada Games before going on to international competition. “It is through creative initiatives such as this that the Canada Games will ensure that more people understand the power of sport and the positive impacts the Canada Games have on our society,” said Sue Hylland, president and CEO of the Canada Games Council.