canada's most valuable property
TRANSCRIPT
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MOST VALUABLE PROPERTY
Canada’s
M.V.P.
20
15
2
100 Properties100 Sponsors
1,000 Canadians
17 Teen properties
100 Teens
Gender & Age AnalysisTHE 2015 MVP STUDY
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1. Regularly occurring
2. Canadian
3. Representative of all segments
4. Create Collectives
Excluded: ‘One-off’s, Facilities / Venues, Individuals, “owned”
CRITERIA For choosing Properties
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EVENTS
ARTS
ENTERTAINMENT
HEALTH CAUSES
YOUTH CAUSES
AMATEUR SPORTS
PROFESSIONAL SPORTS
SOCIAL CAUSES
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Consumer
Feel closer to Sponsor
Leverage impact of my own involvement
Want others to know I’m connected
More likely to buy product/service because of Sponsorship
Value
6
7 Drivers of Value
80
Personal Involvement
77
Creating the Mom
ent
71
Impact on Cause
63
ResponsibleSp
onso
r Fit
63
Uniquenes
s
46
Herit
age
58
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Personal InvolvementTouches me personally
Change Behaviour
Make my life better
Creating the MomentAdds enjoyment to life
Share with others
Understand those around you
Impact on CauseLeverages my involvement
Makes world/community a better place
Sets an example for others
Responsible Management
Admin costs
Too Commercial
Respected Spokesperson
Sponsor Fit
Champions of the cause
Long term relationship
Makes it happen / accessible
Heritage
Enduring: Now & Future
Iconic: Being Canadian
National in scope
UniquenessOnly organization doing this
7 Drivers of Value
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MVP by Category
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VALUE INDEX
17
244
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13 Professional Sports Properties
Favourite Canadian National Hockey League
Grey Cup
National Hockey League
Favourite Canadian Hockey League
Your Favourite Canadian Major League Soccer
Favourite Canadian Football League
Toronto Blue Jays
Rogers Cup
Canadian Football League
Canadian Open
National Hockey League Players Association
Ultimate Fighting Championship
Toronto Raptors
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ckey
43
1 (tie)
Index: 96.3 Index: 103 Index: 80.3
Your Favourite NHL Team
Your Favourite CFL Team
2015 Professional Sports MVPs
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23 Amateur Sports Properties
Canadian Olympic Team RBC Sports Day in Canada
Hockey Canada
Canada Games
Canadian Paralympic Team
International Ice Hockey Federation Junior
Major Road Race
Provincial Summer/Winter Games
International Ice Hockey Federation Women
Major Marathon/Triathlon in the Nearest City
Major Road Cycling Event/Tour in the Nearest City
Tournament of HeartsCanadian Figure Skating Championships
Memorial Cup
Ironman Canada
Major Dragon Boat Event in the Nearest City
Canadian Major Auto Race
University Varsity Sports Teams
Canadian National Soccer Teams
Red Bull Crashed Ice
Canadian National Downhill Ski Team
The Brier
Vanier Cup
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Index: 119.2 Index: 156.5 Index: 109.7
2015 Amateur Sports MVPs
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10 Arts Properties Major Museum/Art Gallery in Nearest City
Major Performance Arts or Theatre Program in Nearest City
National Arts Centre
Art Gallery of Ontario
Canadian Museum of Civilization Cirque du Soleil
Royal Ontario Museum
Major Science Centre in Nearest City
Hockey Hall of Fame
Stratford Shakespeare Festival
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32
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Index: 100.3 Index: 101.7 Index: 81.6
National Arts Centre
Major Museum / Art Gallery
Major Performance Arts or Theatre Program
2015 Arts MVPs
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12 Events Properties
Winter Cultural Festivals
Summer Cultural Festivals
Toronto International Film Festival
Just For Laughs
Music/Jazz Festivals in Nearest Major City
Calgary Stampede
Québec Winter Carnival
Arts Festival in Nearest Major City
Lesbian, Gay, Bisexual, Transgender and Queer Events
Film Festivals in Nearest Major City
Toronto Fashion Week
Nuit Blanche
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32
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Index: 105.4 Index: 125.7 Index: 89.6
Summer Cultural Festivals
2015 Event MVPs
Winter Cultural Festivals
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7 Entertainment Properties
Nearest Theme Park/Entertainment Attraction
Hockey Day in Canada
Hockey Night in Canada
Canadian National Exhibition
Juno Awards
Canadas Got Talent
Much Music Video Awards
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32
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Index: 82.9 Index: 89.6 Index: 72.2
2015 Entertainment MVPs
Nearest Theme Park/Attraction
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10 Social Properties
World Vision Canada
Mothers Against Drunk Driving
Salvation Army
Earth Hour
Ducks Unlimited
United Way of Canada
Plan International Canada
World Wildlife Fund
Special Olympics Canada
YMCA Canada
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Index: 181.9 Index: 194 Index: 165.9
2015 Social MVPs
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7 Youth Properties
United Nations Childrens Fund Canada-Wide Science Fair
Right to Play Canada
Big Brothers Big Sisters of Canada
Boys and Girls Clubs of Canada
Kids Help Phone
We Day
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32
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Index: 160.5 Index: 185.9 Index: 141.8
2015 Youth MVPs
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18 Health Properties
Canadian Cancer Society
Relay for Life
Local Childrens Hospital
Weekend to End Womens Cancers
Canadian Breast Cancer Foundation
Run for the Cure
Canadian Red Cross
Heart and Stroke Foundation of Canada
Ride to Conquer Cancer
Local Hospital Foundation
Canadian Blood Services
Canadian Diabetes Association
Walk to Cure Diabetes MS Walk
Multiple Sclerosis Society of Canada
Juvenile Diabetes Research Foundation
Aids Walk for Life
Movember Canada
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Top 3 Past MVPs:2012 2014
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2
3
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32
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Index: 239.4 Index: 243.5 Index: 226.1
2015 Health MVPs
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2015 Health MVPs– By Demographic Groups
ckey
18-39 40-54 55+
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2
3
Canadian Cancer Society
Canadian Diabetes
Association
Local Hospital
Foundation
Canadian Breast Cancer
Foundation
Canadian Red Cross
Canadian Breast Cancer
Foundation
Relay for Life
Local Hospital Foundation
Canadian Cancer Society
Canadian Cancer Society
Canadian Red Cross
Relay for Life
Weekend to End Womens Cancers
Heart and Stroke Foundation of
Canada
Canadian Breast Cancer
Foundation
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Canada’s Most Respected Sponsor
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100 Sponsors
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CRITERIA
1. National brands2. Represent different sectors3. Most active 4. Included primary brands
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Key Measures
Company involved in Sponsorship
I feel connected to company
Will do business with because of sponsorship
Respect Sponsor
32
Canada’s Most Respected Sponsors
2
Base: All Respondents (n=1000)
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3
33
MVP Among Teens
34
Connected
Selective
Fluid
35
17 Teen Properties
Local High School Sport Organization
Kids Help Phone
Much Music Video Awards
Nearest Theme Park/Entertainment Attraction
We Day (Free the Children, Me to We)KidSport
Canada Games
Provincial Summer/Winter Games
Major Science Centre in Nearest City Canada-Wide Science Fair
Major Museum/Gallery in Nearest City
Music Festival in Nearest Major City
Boys and Girls Clubs of Canada
National Youth Arts Week
Red Bull Crashed Ice Do Something Canada
National Youth Orchestra
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Relevant to your life
Makes you feel closer to sponsor
You want people to know you are connected
More likely to buy sponsor’s products/services
Teen Value Measures
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32
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Index: 144.4 Index: 176.4 Index: 138.9
2015 Teen MVPs
Local High School Sport Organization
Much Music Video Awards
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