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The morning of Saturday June 28th turned out to
be disastrous. At 6.30 am, it has already started
raining as predicted by Environment Canada and within
10 minutes it turned into a thunderstorm. By the
time the CIMA volunteers reached Sunnybrook Park
at 7.00 am, the main cricket ground was full of
shallow pools of water. The rain had turned into
a heavy drizzle by then and did not cease till around
8am.With opening ceremonies scheduled for 10am,
it looked like the fourth annual CIMA Canada Mayor's
Trophy was going to be a washout! A first after
9 years of hosting the game - four as the CIMA Canada
Mayor's Trophy.
Notwithstanding the rain, the players and the public
started walking in at 9am, some even before. The
first VIP to walk in at 9.30 am was Philip Crawley,
Publisher and CEO of the Globe and Mail. That's
when we knew all was not lost. The VIP's kept walking
in from that time onwards. The next arrival was
Galen Weston, Executive Chair of the Loblaw's Group
of Companies (Loblaw's) accompanied by Alan Leighton,
the President of Loblaw's. When the Mayor arrived
at 10am, all the Public Sector and Private Sector
VIP's had arrived. Some of note are, Councillor
Adam Vaughan, Jennifer Tory, Regional President
for the Royal Bank of Canada, Nicholas Armour, Consul
General of the UK Consulate in Toronto, Sandeep
Lal, CEO of Metro Lables, CEO of Metro News Bill
McDonald, CEO of Go Transit Gary McNeil, General
Manager of Toronto Transit, Gary Webster, Chief
of Police, Bill Blair, Kamran Niazi, Senior VP with
Robert Half and many more. All the speakers at the
opening ceremony commended CIMA for it social involvement
and some, on a lighter note, mentioned that it was
appropriate that cricket being a sport that originated
in England was to be played in such English weather.
The news papers and TV stations got great footage
of the Mayor and other VIP's tumbling in the muddy
outfield during the CEO's XI vs the Mayor's XI that
had VIP's from the public sector and the private
sector battling it out in the cricket field.
All in all, the Fourth Annual Mayor's Trophy turned
out to be an excellent event. The accolades came
from all participants for the innovative youth cricket
promotional program that CIMA launched this event.
The main media firms, corporate sponsors and the
big 4 accounting firms have solidly supported the
fund raising efforts for youth cricket scholarships.With
Royal Bank of Canada committed as lead sponsor for
the next two years, it appears that this event can
only get bigger.
Publicity
and promotion of the CIMA Brand
While the social aspect is commendable and is a
great opportunity for CIMA to portray its social
responsiveness, our primary goal is to advertise
and publicize the CIMA brand and thereby increase
brand recognition in Canada. This recognition translates
to greater employability of our members in the medium
to long term. Some of the publicity and advertising
that took place around this event are:
| The Mayor's office called
for a press conference on June 24th to announce
the "Cricket across the Pond" initiative
- the 12 youth cricketers from Toronto's "at
risk" neighborhoods that are being sent
to the UK on a two week tour as an add on
to the CIMA Canada Mayor's Trophy. CIMA was
commended by all speakers including the Mayor
of Toronto for its social involvement. The
press conference was covered by all TV stations
and newspapers. |
| CIMA Deputy President
Aubrey Joachim, was interviewed on CITY TV,
Toronto's prominent news channel, ATN - Canada's
cricket channel and Fan 590, Toronto's popular
sports Radio Station. |
| CIMA Secretary, Veena
Venkatraman was interviewed by the CBC (Canada's
BBC). |
| The Mayor of Toronto
and one of the members of the youth tour were
interviewed by the CBC prior to the press
conference on June 24th and both of them credited
CIMA for its involvement, during the interview. |
| CIMA Deputy President,
Aubrey Joachim, was quoted on the CBC on the
day of the event. |
| The Metro newspaper advertised
and wrote about the event prior to and after
the event. |
| The Globe and Mail advertised
the event and covered the event in three separate
stories. |
| The Toronto Star, a
prominent Toronto newspaper covered the event
and were very complimentary to CIMA about
the youth tour, in its article. |
| Toronto Sun ran a story
on the Youth cricket tour and took part in
the CIMA media competition |
| The CIMA Canada Mayor's
Trophy advertisement (with the CIMA logo and
the Chartered Institute of Management accountants
being prominently positioned) was displayed
on each rail car of GO transit for four weeks
in June. GO Transit also ran a story on the
CIMA event on their quarterly customer newsletter
distributed through rail stations and trains.
Go transit transports passengers from the
suburbs to Toronto and carries around 50 million
riders annually. This advertising created
much interest and CIMA Canada received many
phone inquiries. |
| The CIMA Canada Mayor's
Trophy advertisement (same ad as above) was
displayed at each of Royal Bank of Canada's
52 branches in the Greater Toronto region
for four weeks in June. |
| The CIMA Canada Mayor's
Trophy advertisement (same ad as above) was
displayed at select Subway and bus stations
in the Greater Toronto region. |
| The CIMA Canada Mayor's
Trophy advertisement (same ad as above) was
displayed at all of Toronto's public libraries
and community centre |
CIMA Canada Mayor team
- UK Tour receives extensive media coverage
Visit the link below for media coverage
http://www.cimacanada.org/uk.jsp |
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