2020 Overview for Partnership Consideration 2020 Overview
Table of contents
Canada Day at Canada Place 2 Event snapshot 3 Guest profile 4 Media exposure 6 Social and digital engagement 7 Advertising and promotion 8 Programs and activities 10 Experiential activations 14 Our partners 16
1 Canada Day at Canada Place
Types of benefits we can offer our partners
Brand connection to hundreds of thousands of people
Marketing, promotion and media exposure
On-site engagement and experience
Customization and flexibility
Multi-year partnerships
Naming rights
Category protection
Turnkey events by an award-winning Canada Place team
2 Canada Day at Canada Place
On July 1, over 400,000 people gather to enjoy the Canada Day at Canada Place festivities and the Canada Day fireworks show. We are proud to host Canada’s largest birthday celebration outside the nation’s capital. Canada Day at Canada Place is presented by Port of Vancouver.
About Canada Place Canada Place at the Port of Vancouver is an internationally recognized landmark and venue for world-class events and inspirationally Canadian experiences. For the last 33 years Canada Place has served as a hub for national celebrations. 3 Event snapshot
SS CANA D ATTE FAMILY RO D TE ND E FU C A A A RE N A IM N F T C S E E
#1 largest Over 400,000 Over 12 hours Canada Day celebration attendees from of free family fun outside our nation’s capital morning to night-time
Y INVO A IMP L ME NIT LV EDI AC CIA DI U EM M T SO A M E M N O T C
Over 200 42 million 7 million volunteers earned media impressions Twitter impressions
4 Guest profile
We conduct an onsite survey to gather information about our guests. We use the information collected to improve our guest experience year after year.
AVERAGE
GTH OF ST US ATTEN ROUP SIZE AGE HOLD INC N A IO DA G SE O LE Y V N U M E C O E R E H P 7.5 4 3.2 32 66k hours years people years per year
LANGUAGE SPOKEN GENDER EDUCATION AT HOME TRANSPORTATION
58% 8%
English Filipino
female male attended took transit to event post-secondary 56% 43% education 7% 5% 68%
77% Cantonese Mandarin 5 Guest profile
RESIDENCE PRIORITIES
Metro Vancouver Top three aspects of Canada Day at Canada Place that are important to attendees: Other 1st 15% security and safety Richmond 8% 46% Vancouver
14% Surrey, Langley and White Rock 2nd 17% family friendliness
Burnaby and New Westminster
3rd cleanliness and site appeal
6 Earned media
Reaching mainstream, multicultural and local communities, our campaign receives significant attention.
42 million 673 impressions media hits
36,385,314
Broadcast 84%
Print 1% Online 5,521,721 15% 362,219
Broadcast Online Print
7 Social and digital engagement
The focus of our social engagement is about sharing event highlights, recognizing our partners and amplifying partner social media efforts 1,615,127 6,620,718 54,781 with retweets, shares Facebook impressions Twitter reach Unique website visits and likes. between May 7 and July 3
8 Advertising and promotion
Our message is delivered through multiple channels, including television, radio, newspaper, outdoor advertising, web-based platforms, and social media. Reaching mainstream, multicultural and local communities, our campaign receives significant attention. Our advertising and promotional strategy includes:
Target audience Television promotion on Global BC, including editorial coverage “Global BC Presents” Metro Vancouver residents marketing spot and “Our BC” community Canadian and international tourists events calendar Media outreach Radio promotion on Global News Radio 980 CKNW, The World Famous CFOX, and Rock 101 Media advisories and releases which also Features on multicultural media channels recognize all our partners such as OMNI BC and CHMB AM1320 Event listings submitted to print and Live on-site broadcasts with local media broadcast calendars partners Global BC, Rock 101, and Global Proactive media outreach promoting event News Radio 980 CKNW highlights and unique story angles featuring Social media promotion through Canada Place entertainment, performances, headliners, platforms and activities Canada Place website and FREE mobile app Advertising & Promotion Mentions from partners, performers, sponsors, etc. via their social media streams Local newspaper, television and radio and websites advertisements Canada Day event program guide issued as a Contests (examples from previous years) cover wrap-around in 100,000 copies of the Contest with prizing provided by Air North Vancouver Province on June 26 received 1,791 entries An additional 30,000 copies of the program Contest facilitated by the Vancouver Province are distributed on-site July 1 received 1, 519 entries Print ads in the Vancouver Sun and the Vancouver Province 9 Promotion examples
DAYTIME FESTIVAL
11:00 a.m. - 7:00 p.m. Celebrate with performances on two stages, Canadian Forces Zone, Kids' Zone, Innovation Zone, exhibitors, food trucks, and more!
CANADA DAY FIREWORKS SHOW
10:30 p.m. Fireworks simulcast by Rock 101 Print advertisement in The Province
canadaplace.ca
PRESENTED BY IN PARTNERSHIP WITH YOUTH ZONE PARTNER CANADIAN AIRLINE PARTNER
FIREWORKS VIEWING ZONE PARTNER COMMUNITY PARTNERS
MEDIA PARTNERS On-site digital advertisement Print advertisement in the Vancouver Sun
In 2019 over $334,215 in promotional value from our media partners
Social media posts On-site partner recognition 10 Programs and activities
Welcoming our new citizens Main Stage Typically hosted by Global News Hour at 6 co-anchors Chris Gailus The main stage features a full day of music and dance performances. Last and Sophie Lui, the Citizenship Ceremony is a special part of our annual year included including headliner Delhi 2 Dublin, with Bitterly Divine, James celebration as we welcome 60 new citizens to our Canadian family in Jones Indigenous Hoop Dancing, Marieme, Strictly Scottish and Charm a heartfelt ceremony. Dance Company.
11 Programs and activities
Canadian Forces Zone Port Zone Incredible displays and exhibits honour Canada’s Army, Navy and Located on the north point of Canada Place, this zone will feature musical Air Force including search and rescue displays, a CF-18 cockpit, tactical performers and engaging family-friendly activities with a maritime theme. armoured patrol vehicle, firefighting tent, Naden band performances and a climbing wall.
12 Programs and activities
National Parks Zone Kids’ Zone Picnic Plaza New for 2020! A 10,000 square foot National Parks The Kids’ Zone will feature fun-filled activities to Guests are able to relax at a picnic table, enjoy experience zone! The theme for this grand area will keep kids entertained throughout the day. performances from local buskers, try their hand be ‘Learn to Camp’ in partnership with Parks Canada, at axe throwing and many other fun activities a department of the Canadian federal government. throughout the day. It is their goal that no child in Canada graduate without knowing how to camp. This impressive Zone will feature different National Parks locations from across Canada, as well as presentations on camping and spending time outdoors.
13 Programs and activities
Fireworks Simulcast by Rock 101, Vancouver’s only two-barge simultaneous pyrotechnic extravaganza ends the Canada Day event with a bang!
Fireworks Viewing Zone The Fireworks Viewing Zone offers the best viewing to the Canada Day Fireworks Show on July 1, away from the crowds in an outdoor, family- friendly setting with access to indoor bathroom facilities. The outdoor zone is located below the Sails of Light on the Canadian Trail, along the west promenade of Canada Place.
14 Experiential activations
On-site Media Partners During the day, media partners are on-site helping to promote the event while connecting with the thousands of guests who visit their activation.
15 Experiential activations
On-site Brand Activations Experiential marketing exhibitors and sponsors bring their brands to life while connecting with thousands of guests.
16 Some of our past partners
Air Canada Downtown Vancouver Pampers Business Improvement Air North Pepsi Media: Association BC Dairy Safeway CBC Good Life Fitness Best Buy Seaspan CFOX Hasbro Canadian Heritage Skyllen Pacific CHMB AM 320 (Government of Canada) Hong Kong Airlines (with celebrity brand Starbucks CKNW 980 Canadian Tire ambassador Jackie Chan) Subway CTV Car2Go Hudson’s Bay SunRype Daily Hive City of Vancouver Liberte Yogurt TD Bank Global BC Coast Capital Savings Loblaws Telus Miss 604 CIBC Nabob Coffee Toyota OMNI Television CN Nature’s Path Via Rail Rock 101 Dairyland Nestea WestPark The Province District of West Northwest Territories Vancouver Vancouver Sun
17 Thank you
Contact
Matti Polychronis Community and Corporate Partnerships Advisor
Vancouver Fraser Port Authority 100 The Pointe, 999 Canada Place Vancouver, BC, V6C 3T4
P: 604 665 9540 Cell: 778 928 5818
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