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Panasonic Canada begins alpine ski team promotion

Panasonic Canada has begun a new marketing initiative called "Panasonic HD Moments" tied to its sponsorship of the Canadian alpine ski team. The program, developed by The Hive Strategic Marketing of Toronto, is intended to generate interest in the sport by raising the profiles of the team members. It began yesterday with a launch event in Toronto featuring the five members of the team who will participate in the 15-month campaign. The athletes will use Panasonic high-definition products to record moments of their personal and professional lives and share them with all Canadians. "We're going to ignite a discussion that starts at a grassroots level and expands into a national celebration by the time the games begin on February 12, 2010," said Ian Kilvert, general manager of corporate brand management at Panasonic Canada. "Panasonic is in a unique position to generate excitement about these young athletes because we're able to capture their defining moments in high definition and help share their challenges and triumphs with the world." Two more events will take place in Quebec and Calgary. Other elements of the program include a dealer program, social networking, online activities, print ads and on-hill activities at the Bombardier Lake Louise Winterstart Alpine Skiing World Cup event next month.

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