Impressive Group of Partners Promote Greater Sudbury through The Amazing Race Canada
For immediate release Wednesday, August 12, 2015
Canada's most-watched television program this summer showcases to viewers an unexpected and attractive side of Greater Sudbury this evening as our community is featured on a full-episode broadcast of CTV’s The Amazing Race Canada. Filmed in mid-May, the episode features competitors tackling challenges across Greater Sudbury that demonstrate our heritage and future.
Assembled by Greater Sudbury Economic Development, six organizations partnered to attract and host The Amazing Race Canada and initiated an extensive promotional effort to leverage the show itself. In addition to the City, Ontario Tourism, Vale, Laurentian University, Science North, and Tourism Northern Ontario were all integral to this partnership.
“Tonight, Canadians across the country will get a new perspective on the happiest city in Canada,” said Greater Sudbury Mayor Brian Bigger. “With millions of Canadian viewers, The Amazing Race Canada represents a fantastic promotional opportunity that will boost the profile and positive image of Greater Sudbury and show the country what Greater Sudburians already know – that our city is an incredible place to live, work and visit.”
In addition to the episode itself, Sudbury Tourism has secured a 30-second commercial featuring host Jon Montgomery that will air at least 12 times on network channels, along with additional in-show advertising and significant social media tools which will leverage the original show for the next several months.
"This initiative is unprecedented for the city, and represents the most significant promotional activity we’ve ever undertaken," said Greater Sudbury Development Corporation (GSDC) Board Chair Dr. Darren Stinson. "The GSDC Board is pleased to have had the support of such wonderful community partners in making a pitch that successfully attracted the production to Greater Sudbury."
True to the community’s roots, the production also featured Vale as a location for one of the challenges faced by the competitors, which was an especially innovative approach for the mining company in terms of positive community exposure.
“We had an incredible experience hosting The Amazing Race Canada at Copper Cliff Mine,” said Angie Robson, Manager of Corporate & Aboriginal Affairs for Vale’s Ontario Operations. “It was a great opportunity to showcase Vale’s operations and the role of mining in our community.”
Laurentian University was also included in the partnership.
“Laurentian University has first-class programs that attract students from over 60 countries to our beautiful campus located in the heart of Greater Sudbury,” said Chris Mercer, Executive Director, Student Life, Enrolment Management and International, at Laurentian University. “We were delighted by the opportunity to showcase our campus, facilities and programs to this national audience.”
Asked about the participation of Tourism Northern Ontario, Executive Director David MacLachlan said, “We are very pleased to have had the occasion to partner with the City of Greater Sudbury to bring The Amazing Race Canada to Northern Ontario this season. The resulting publicity will aid in greater awareness of Sudbury and the North as a tourism destination of choice. Thank you Sudbury and your partners for a job well-done!”
Ronald Holgerson, President and CEO of the Ontario Tourism Marketing Partnership Corporation, echoed this sentiment.
“The Ontario Tourism Marketing Partnership Corporation (OTMPC) and our Northern Office are pleased to collaborate with the City of Greater Sudbury to bring Ontario’s North to life for millions of The Amazing Race Canada viewers. The Amazing Race Canada is a perfect opportunity to showcase Greater Sudbury’s many gems by immersing contestants in remarkable, awe-inspiring outdoor adventures that spotlight breathtaking landscapes and encourage travelers to make Ontario their next vacation destination.”
Production of the Greater Sudbury episode of The Amazing Race Canada also relied on the extensive support of many other community stakeholders as well as municipal staff, including those in Fire, Community Services and Economic Development. These individuals, together with a large production team of over 60 people, worked with the cast and crew to make the production a reality.
For more information, please visit www.investsudbury.ca.