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Petro-Canada breaks Big Dream campaign

Petro-Canada has begun a campaign to promote the company's sponsorship of the Vancouver 2010 Olympic and Paralympic Winter Games. The campaign, called "Big Dream," is intended to raise awareness of the company's "Fuelling Athlete and Coaching Excellence" program, which provides funding to athletes and coaches. The initiative, developed by TBWA of Toronto, consists of outdoor installations in the shape of Olympic podiums. The podiums were installed yesterday in major cities nationally. The site also includes a website at <> which offers information on the program and participating athletes and coaches. The site also supports a contest during which visitors can submit suggestions for sports that should be added to the Olympic Games. Finalists will then be videotaped demonstrating their suggested sports. The videos will be placed on the site, where visitors will vote for a winner. Newspaper inserts will be included in newspapers nationally today, while online advertising will begin on Nov. 5. Splash Marketing & Promotions produced the podiums. Grand Creative designed the website. Edelman Public Relations is conducting media relations and the contest. Media Dimensions handled the media planning and buying.

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