LABATT'S WILDCAT TO SPONSOR SPORTS SHOWS
By Adnews Staff
Toronto-based Labatt Breweries of Canada's Wildcat brand of beer will be the title sponsor of events organized by the Canadian National Sportsmen's Shows Ltd. next year. The shows involved are: the Toronto Sportmen's Show, the Ottawa Boat, Sportsmen's and Cottage Show, Calgary Boat and Sportmen's Show and Edmonton Boat and Sportsmen's Show. The Wildcat brand will be integrated into all print, TV, radio and outdoor advertising for the events, as well as in show guides, show signs and on-site direction signs. Labatt will also have a 300 square-foot interactive display at each of the shows. In addition, the brewer will support its sponsorship of the shows with a multimedia campaign in each city to promote its limited edition outdoor calendar and poster, which will be available at their exhibit and to visitors at each show. Ranscombe & Co. will create ads for the Toronto show, while Media Dimensions will handle media buying. Both agencies are based in Toronto. Biddle & Cranny of Ottawa will handle advertising for the Ottawa show, while Gibeault & Co. of Calgary will create ads for the Edmonton and Calgary shows. Labatt will promote its outdoor calendar and poster using mainly radio ads in the four cities. The ads will be created by Ammirati & Puris/Lintas of Toronto. Subaru Canada joins Labatt as national sponsor of the shows.