CIBC World Cup of Hockey 2004

Objectives:

• INCREASE CONSUMER AWARENESS OF NEW UNLIMITED CHEQUING ACCOUNT AVAILABLE FROM CIBC
• REINFORCE CIBC'S POSITION AS A STRONG SUPPORTER OF CANADIAN ATHLETICS
• LEVERAGE JAROME IGINLA'S PROFILE IN PROFESSIONAL HOCKEY AND ALIGN IT TO CIBC'S ROLE AS A SPONSOR OF ATHLETIC ORGANIZATIONS IN CANADA
• GENERATE EXCITEMENT AND EDITORIAL COVERAGE OF CIBC'S "4 FOR THE FINAL" WORLD CUP OF HOCKEY 2004 NATIONAL CONSUMER CONTEST

To support the launch of a national consumer contest designed to highlight CIBC'S new unlimited chequing account, NKPR developed an internal and external, multi-tiered public relations program that included the production of a video news release, the presentation of a press conference in Edmonton attended by business and sport media, plus accompanying satellite feed from the conference in order to garner national coverage. All communications were centred around the fact that the only requirement to enter the contest was to be Canadian.

Editorial Highlights:

• "CIBC skates to centre ice with Iginla" - Sponsorship Report
• "Anyone can enter (CIBC'S) ticket contest" - The Reminder
• "Iginla's star shines bright with CIBC?" - The St. Albert Gazette

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