Optimum West

Challenge

• Chill is a learn-to-snowboard program for disadvantaged youth that runs in communities across North America. Following the successful inaugural year of the Chill program in Vancouver in 2005, 2010 Legacies Now wished to announce the continuation of the program into its second year, and launch the program for the first time in Prince George.

Solution

• Optimum advised a two-phase approach to the announcements. As the Prince George program commenced before Vancouver’s, Optimum recommended holding a press conference in Prince George to create excitement and added news-value around the launch. The press conference was timed to coincide with the presence of several government officials in Prince George. A range of speakers were organized to address the media at the conference including Shirley Bond (Minister of Education, Deputy Premier and Minister Responsible for Early Learning and Literacy); John Rustad (MLA Prince George); Don Basserman (Acting Mayor); spokespeople from Bell and 2010 Legacies Now, and Canadian Olympian Charmaine Crooks. The director of the Chill program throughout North America, Jenn Davis, also participated in the conference and accepted a Chill / Bell-branded snowboard on behalf of the Prince George program. The press conference was supported by media relations in Prince George and surrounding areas, a comprehensive press kit and interview opportunities with Prince George youth set to take part in the program.
• As the Vancouver program was entering its second year, Optimum recommended a smaller, more relaxed press event in this market. Key media were invited to gather footage of Chill participants gearing up for their first session on the mountain. Remarks were delivered by 2010 Legacies Now and Bell, including the presentation of a Bell / Chill branded snowboard to a participant from the 2005 program who had returned as a mentor in 2006. Media then proceeded to the ski hill where they gathered footage of the lesson in progress and the youth participating in the program.

Results

• All major Prince George media outlets attended the launch, resulting in extensive coverage of the press conference. News about the Chill program appeared in the Prince George Citizen, and on CKPG and CKPG-TV. The Vancouver second year launch also garnered quality media coverage, with in-depth stories on the program appearing on City TV and CTV, several radio stations, and key ethnic print and broadcast outlets.

Katherine Ringrose, 2010 Legacies Now, helps a Chill participant ‘boot up’ ahead of a night of snowboarding at Cypress Mountain.