My Career

Case Studies

As of March 2010

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Objective: - Provide OMEGA‟s top clients, journalists, partners and executives from around the world with VIP experience at the

Vancouver 2010 Winter Olympic Games

- Increase awareness off OMEGA as a worldwide partner and the Official Timekeeper of the Olympic Games

through to 2020

Solution: - SMG designed, implemented and managed OMEGA‟s corporate hospitality program at the Vancouver 2010

Olympic Winter Games

- Program consisted of 9 waves over 17 days, including 3 nights in Vancouver & 2 nights in Whistler / guest / wave

- Responsibilities included: accommodations management, ticket management, transportation management,

staff hiring, training and management, food and beverage management, off-site venue management, web

enrollment and database management, on-site IT planning and management, premiums and uniform

consulting, financial management and itinerary management.

Results: - Hosted close to 300 guests and managed approx. 5000 tickets , 2000 hotel room nights and 3600 meals

- Guests raved about their VIP Olympic experience!

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Objective: - Leverage Honda‟s sponsorship of the Canadian Grand Prix & Crescent Street, as well as their ownership of the

Honda Racing F1 Team

- Strengthen Honda Canada‟s Community Relations by leveraging Honda Racing F1 Team‟s Earthdreams Initiative

- Generate dealer enthusiasm by creating a platform to showcase future products and innovation and link with

performance racing heritage as brought to life at GPF1 ‟08

- Reward Honda Associates for hitting pre-defined sales targets

Solution: - Hosted 350 guests composed of Honda and Acura Dealers and their spouses, Honda and Acura contest winners,

automotive and motorcycle media and VIPs, that included travel to and from Montreal, accommodation and hospitality

- Held events under the umbrella event of GPF1 including: HDAT Meeting, ADAT Meeting, a Gala and the President‟s Dinner.

- Produced a consumer showcase on Crescent Street that included the Acura Le Mans Racing Car, racing simulators,

a Plant-a-Tree initiative and product displays

- Produced a 100‟x100‟ consumer showcase called Honda World on the Race grounds that showcased Honda‟s racing

heritage and delivered against key messaging

Results: - Hosted more than 350 Honda guests over the course of 4 days

- Received outstanding feedback from all guests on their GPF1 ‟08 experience

- More than 40,000 racing fans experienced Honda World

- More than 400,000 people walked through the Honda Zone on Crescent St.

- The traffic to Honda.ca increased by 3x

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Objective: - To assist MukiBaum Treatment Centre (www.mukibaum.com), a charity for children and adults with complex

disabilities, with maximizing the success of their Centre For Ability Capital Campaign

Solution: - Created a Sponsorship & Naming Opportunity Proposal for prospective sponsors and/or donors. The document

provided an overview of MukiBaum Treatment Centres, including a description of the People They Serve, the

structure of the organization and the treatment approaches they specialize in and the research that supports it. It

then provided a description of the Centre For Ability and what made the environment so special. Following this,

each of the campuses and rooms were detailed including the purpose, size, features and investment. A sponsor

benefit chart was included at the back of the document.

- Produced a “Day In the Life of Muki” video to support the Match Muki Campaign, which was raising funds for the

Centre For Ability Capital Campaign. Hired video producer David Mitchell who followed Muki around for the day.

The video captures the spirit of the man and shows how he has single-handedly raised more than $500,000 for

children and adults with complex disabilities over the last 20 years. Muki was born deaf and with Cerebral Palsy.

Results: - The Sponsorship & Naming Opportunity Proposal has supported Capital Campaign donations to MukiBaum in

excess of $500,000 to-date.

- A Day in the Life of Muki video has been added to MukiBaum‟s website and is

also on YouTube. It has supported Muki in raising more than $105,000 in the

Match Muki Campaign

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Objective: - Leverage Honda‟s sponsorship of the Honda Racing F1 Team and the Canadian Grand Prix

- Generate dealer enthusiasm by creating a platform to showcase future products and innovation and link with

performance racing heritage as brought to life at GPF1 ‟06

- Reward Honda Associates for hitting pre-defined sales targets

Solution: - Host 350 guests composed of Honda and Acura Dealers and their spouses, Honda and Acura contest winners, automotive and motorcycle media and VIPs, that included travel to and from Montreal, accommodation and hospitality

- Hold events under the umbrella event of GPF1 including: HDAT Meeting, ADAT Meeting, a Gala and the President‟s Dinner.

- Brought ASIMO, Honda‟s Humanoid Robot, in from Japan to perform at Honda World; ASIMO was Honda‟s Ambassador

that delivered key messaging to GPF1 ‟07 racing fans including messaging on the environment

- Produced a consumer showcase on Crescent Street that included the Acura Le Mans Racing Car, racing simulators, ASIMO‟s performance at Honda World on an 18‟ x 8‟ video wall, a Plant-a-Tree initiative and product displays

Results: - Hosted more than 350 Honda guests over the course of 4 days

- Received outstanding feedback from all guests on their GPF1 ‟07 experience

- More than 40,000 racing fans experienced ASIMO‟s performance at Honda World

- More than 400,000 people walked through the Honda Zone on Crescent St.

- The traffic to Honda.ca increased by 3x

Objectives: - Launch TELUS‟ Get Where the Going’s Good campaign and establish TELUS as the carrier to use prior to the launch of

number mobility in March „07

- Activate TELUS‟S sponsorship of Wakestock 2006

- Showcase the TELUS brand to Ontario youth

- Bring the Get Where the Going’s Good campaign and creative thematic (monkey‟s / bananas) to life in a compelling, youth

relevant facet while allowing consumers to discover the new brand promises by enhancing their Wakestock 2006

experience

Solution: - Drive consumers into the TELUS tent to experience one of four listening stations in exchange for a wrist band redeemable

for a free banana smoothie down at the TELUS Banana Lounge

- Entertain consumers in front of the TELUS tent with a Banana Split Eating Contest for one of 10 great prizes for the 10

fastest times

- Provide attendees with the opportunity to relax and watch all the Wakeskate and Wakeboard action from the best seats in

the house at the TELUS Banana Lounge

Results: - 500 Banana Split Eating Contest entries completed

- 2600 wrist bands and demos conducted

- 2630 banana smoothies distributed

- 8200 branded bottles of water distributed

- 225 branded t-shirts launched into the crowd

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Objective: - Leverage Honda‟s sponsorship of the Canadian Grand Prix and their ownership of the Honda Racing F1 Team

- Generate dealer enthusiasm by creating a platform to showcase future products and innovation and link with

performance racing heritage as brought to life at GPF1 ‟06

- Reward Honda Associates for hitting pre-defined sales targets

Solution: - Host 600 guests composed of Honda and Acura Dealers and their spouses, Honda and Acura contest winners,

automotive and motorcycle media and VIPs, that included travel to and from Montreal, accommodation and hospitality

- Hold events under the umbrella event of GPF1 including: RDX Media Launch, RDX Dealer Launch, Honda Dealer

Meeting, HDAT Meeting, ADAT Meeting, Pit Tours, Race hospitality, a Gala and the President‟s Dinner.

- Create a consumer showcase for Honda on the Island for racing fans called Honda World

- Create a consumer showcase for Honda on Crescent Street for all racing fans, attending GPF1 or not

- Secured maximum on-track exposure for the Honda brand through on-track signage, on-site media,

a parade lap and remote displays

- Hosted pit tours for Honda Sales Associate winners

Results: - Hosted more than 600 guests over the course of 4 days and 11 events

- Received outstanding feedback from all guests on their GPF1 ‟06 experience

- More than 40,000 ticketed race fans experienced Honda World

- More than 350,000 racing fans experienced Honda Zone on Crescent Street

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Objectives: - Create excitement and awareness about Bell‟s Way Better TV campaign among potential consumers

- Educate consumers on the advantage of digital vs analog television

Solution: - The Way Better TV Tour was a 10-week Canadian national mall tour that promoted Bell ExpressVu to consumers

- The environments consisted of a 20‟ x 20‟ display divided into four themed quadrants: technology, movies, sports and family

entertainment

- Consumers who watch the WBTV 100 second demo were eligible for a draw to win 1 of 10 HD PVR Plus (9220) with 6

months of free programming credits

- Through a variety of advertising mediums, consumers were driven to bell.ca/waybettertv for a chance to win a $10,000

Samsung HD Home Theatre Room

Results: - Managers of retail outlets that carry Bell ExpressVu credited promotional teams for helping them sell out

of their units on the days the Way Better TV Tour was in their mall. Bel

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Objectives: - Increase Global‟s summer audience in July and August, 2005

- Build name, schedule recognition and viewing of Global‟s Fall programs

- Position Global TV as a dynamic energized network

Solution: - Create a grassroots extension to the Global‟s Calling national watch-and-win promotion targeting Toronto and

Vancouver, including:

- Global‟s Calling Brinks Trucks at targeted events

- Registration for the Global‟s Calling Contest

- A Global‟s Calling cash machine with up to $1000 / consumer available to be won (up to $3000 / activation day)

- Highlight reel of Global‟s Prime Time Line-up showcased on LCD on side of truck

- Make house calls to qualified candidates in Toronto and Vancouver for the Global‟s Calling promotion using the

branded Brinks Truck and staff. If the candidate knew the password, Global‟s Calling staff presented them with a

cheque for $1000, or $10,000 depending on the night.

Results: - Named one of the Top 3 Promotions of the Summer by Strategy Magazine in August 2005

- $29,950 given away to 130 consumers through the Global‟s Calling Money Machine at 13 targeted

events over 20 event days

- More than 10,000 registrations collected for the Global‟s Calling promotion

- More than $30,000 awarded to Global‟s Calling winners through home visits

in Toronto and Vancouver

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Objectives: - Inspire and mobilize 10,000 Torontonians to run a 10K on May 29th, 2005

- Position the event as the thing to do in Toronto

- Provide an unprecedented experience from registration to race day

- Hire 5 unique individuals to represent different boroughs of Toronto

Solution: - Identify a champion in each of Toronto‟s six most notable boroughs who, post-launch, can work to help influence their

fellow residents to participate in RunTO. Each champion selected to represent their borough will be made into a local

celebrity as they become the face and voice for their community in the battle to determine “Who Runs This Town?”

- Hold auditions to fill the positions of the Nike Running Rivals, have them back-up the advertising campaign in market

- Create a team of individuals “Nike Sweats” and send them into the streets of Toronto to perform live theatre and build

up hype around the event

- Create a partnership with Chrysler and brand 4 key vehicles to be used in all onsite activations/training runs

Results: - Successfully brought the “rivalry” campaign thematic to live through 5 unique characters:

Mississauga‟s Urban Suburban, High Park‟s Mother Nature, Markham‟s Domestic Diva,

Downtown‟s Bay Street Brat, and Yonge & Eglinton‟s Uptown Girl

- Secured radio spots to amplify voice of the rivals (and RunTO key messaging)

- Exceeded registration target of 10,000 runners

Objectives: - Build trail and penetration of Lipton Specialty Teas

- Demonstrate to the target, 20 – 29 year old urban adult explorers, that Lipton Specialty Tea is not your grandmothers

tea experience!

Solution: - Create an integrated eight-week cross Canada live sampling program that flips tea on its head by presenting Lipton

specialty teas to consumers in new and exciting ways & locations.

- Strike a partnership with Intrawest Resorts to sample Lipton Specialty Tea from “Tea Bars” and Rocket Packs on

mountains; use Intrawest Resort facilities to host corporate off-sites

- Use traditional and non traditional media to invite consumers to visit Lipton at its various tour stops and to participate in

the national over-arching sweepstakes

Results: - Negotiated a partnership agreement with Intrawest Resort

- Drove purchase intent by 41% by aware attendees, exceeding IMI‟s Impact Norms

- Total aided recall of Lipton‟s sponsorship was 65% exceeding IMI Impact Norms of 50% across all categories

- Sales of Specialty Teas increased during promotional period

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Objectives: - Contribute to the trial of Slim-Fast Carb Zone (including breakfast bars)

- Create in-store merchandising opportunities

- Build the girlfriend personality for Slim-Fast – position the brand as “one of the girls”

Solution: - Win the chance to attend the movie premiere of Bridget Jones: The Edge of Reason by entering online at www.slimfast.ca

- Partner with Universal Pictures and to secure the rights to host six exclusive premieres across Canada for Slim Fast

customers to be the first to see Bridget Jones: The Edge of Reason

- Sample Carb Zone bars to women between the ages of 25 – 49 at participating Cineplex Odeon theatres for four weeks

prior to the launch

- Leverage the brand‟s in-theatre media buy and secure promotional spots to promote the sweepstakes

Results: - Sampled 200,000 Carb Zone bars to the target consumer at theatres across Canada

- Secured the rights to the Canadian Premiere of Bridget Jones: The Edge of Reason

- Hosted 1600 women and their girlfriends at the Premiere for Bridget Jones: The Edge of Reason

- Increased website traffic by 20% during promotional time period

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Objective: - Win the bid to host the 2000 NHL All-Star Game in Toronto at the brand new Air Canada Centre

Solution: - Maple Leaf Sport and Entertainment hired Landmark Sport Group to write the bid to host the 2000 NHL All-Star

Game and Landmark assigned me to the project. At the time I had committed to working with Landmark Sport

Group upon graduation, however, at the time was still in my fourth year university in the middle of studying for

finals.

- Worked with the City of Toronto to ensure Maple Leaf Sport and Entertainment and the City could support all

aspects of the bid (hotel room nights, transportation requirements, venue facilities etc)

- Worked with the Toronto Maple Leafs Hall of Fame to research the history of the team in order to tell a compelling

story as to why it would be so meaningful for Toronto to host the historic 50th Anniversary of the NHL All-Star Game

- Hired creative design boutique, Amoeba Corp., to professionally produce the document

Results: - Co-presented the bid document to the NHL with Maple Leaf Sport and Entertainment

- Won the bid to host the 2000 NHL All-Star Game in Toronto!

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Objective: - Leverage Labatt‟s sponsorship of the 2000 NHL All Star Game by creating an event activation that generates

significant media coverage for the brand while raising money for the NHL‟s charity Hockey Fights Cancer

Solution: - The Labatt Blue / NHL Pick-up Marathon was announced with the goal of establishing a Guinness World Record

for the longest game of hockey ever played during the 50th NHL All Star Game Weekend Celebration

- Participation was open to amateur hockey players in Ontario over the age of 18

- The game was held on the outdoor rink at Nathan Phillips Square in front of Toronto City Hall

- The game followed NHL regulations and officiated by CARHA (Canadian Adult Recreational Hockey Association)

Results: - The event made it into the Guinness Book of World Records for the Longest Game of Hockey Ever Played!

- The event lasted 18 hours and 56 minutes and spanned 26 periods over the course of the 2000 NHL All-Star

Weekend on Nathan Phillips Square in Toronto

- Thousands of amateur hockey players in Ontario tried out for the event and 36 were selected to play – all walked

away with Labatt and NHL branded merchandise

- The event generated more than 1.5 million media impressions for Labatt and the NHL

- The event raised more than $10,000 for Hockey Fights Cancer

Objectives: - Complete a Grade 11 Independent Study Project (ISP); the topic I selected was “The State of the World‟s Children”

- Through that project I learned that 40,000 children were dying every day due to easily preventable diseases

- Even once I got a 90% on my project, I felt that I needed to do something!

Solution: - Participate in World Vision‟s 30 Hour Famine where you go without food for 30 hours to

experience first-hand what it‟s like for people in the Third World

- Get friends and family to sponsor me for participating in the 30 Hour Famine

Results: - Raised the most money on a national level for World Vision‟s 30 Hour Famine

- Interviewed by a panel of World Vision judges on my understanding of the Plight of the World‟s Children

- Selected by World Vision Canada to represent Canada in Africa out of more than 100,000 candidates to see first hand the realities of the Third World on a three week study tour

- Visited a refugee camp where 10,000 Somalians were living on 15 acres of land because civil war had broken out in their country; stood 5 feet away from two little girls dying of malaria

- Visited a slum, home to more than 100,000 people, to see the work they are doing to prevent the spread of HIV

- Slept over night in a mud hut with a family whose daughter was sponsored by World Vision Canada

- Spent a day with a Masai woman to experience what it‟s like to travel miles on foot for clean water

- Experience in Africa was turned into a documentary by Much Music and sent to High Schools across Canada

- Became a spokesperson for World Vision Canada and shared my experience in Africa with over 20,000 high school students delivering the message: YOU CAN MAKE A DIFFERENCE

- The subsequent year I organized a 30 Hour Famine for six high schools in the York Region Catholic School

Board and collectively raised close to $10,000 for people in the Third World

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