City council has already committed $600,000 to promotion of the upcoming World Figure Skating Championships, but councillors will now have to consider adding to that total.
Welcoming the World to London is a promotional campaign set up to help enhance the broadcast image of the city during the championships.
On Tuesday (Jan. 8), members of the Corporate Services Committee will discuss a request from the Welcoming the World to London project team to transfer up to $100,000 form the city’s operating budget contingency reserve to help fund the initiative. An additional $100,000, the report states, is to be obtained through community partnerships.
The initiative is designed to capitalize on what the report calls “a once in a lifetime opportunity to market and celebrate London to the world.” The project team includes both members of the community as well as city staff.
The campaign proposes to use a new logo, Canada’s London, throughout all promotion elements. Those elements will include Alive with Colour, Alive with Flavour, Alive with Sound and Alive with Movement.
The campaign includes outdoor advertising (bus shelters, billboards, banners), television, newspaper and online advertising and several 30-second videos. A special event guide and newspaper section will be produced and distributed to all London residents, visitors and media.
Indoor options includes banners and advertising in hotels, local busineses and restaurants.
Online, a Canada’s London website will include videos, photos and social media posts from Twitter, Facebook and Instagram. The website will also link to the city and partner websites for further information on the city, parking, restaurants, attractions, promotions and news.
A social media campaign will also encourage visitors and London residents alike to take photos from around the city and share them with others.
The World Figure Skating Championships is set for March 11-17 and is expected to attract 150 million viewers worldwide, showcasing over 200 athletes from 50 countries. It is also anticipated that over 300 media outlets will be present to cover the championships.
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