A brief introduction for sponsors to consider the 2012 event in their promotions

1. Celebrating Your Place in Ontario’s Ice Fishing Tradition
www.cprfishingevents.com

2. First Annual
Mayors and Firefighters
Ice Fishing Challenge
The incentive for this project
and
what it involves

3. What
Create a friendly Town vs Town competition that wraps up on Family
Fishing Weekend – February 18-20, 2012.
The Mayor (or Reeve) teams up with a member of their fire department.
Each team is ice-fishing within their own municipality.
Fishing will be observed and scored by a representative of CPR.
Scores will be collected from all teams across Ontario.
The winning team is invited to receive the Grand Prize Argo at a special
presentation hosted by Fish TV during the 2012 Toronto Sportsmen’s
Show

4. Why
Create a Special Event that is Town oriented and that would
attract participants, spectators and media with ‘reach’ – local,
regional, national.
Make the Special Event a catalyst to draw out more visitors and
to generate civic pride.
Identify Towns that can offer ice fishing and build it as part of
their recreational fishing opportunity – 12 months of the year.

5. Fishing’s Economic and Social Impact 1
SHOW ME THE MONEY… Total Revenue
from all hotels and motor hotels
$2,813,200,000 (1999)
FISHING
$2,333,405,481
(2000)
From the Canadian Sportfishing
Industry Association Report

6. Fishing’s Economic and Social Impact 2
The focus of the Mayors 26.1%
& Firefighters Special
Ice Fishing Challenge 35.8%
Vehicles
Partners Fishing Trip
Expenses
Food & Lodging 33.5%
Transportation 30.5% 1.4%
Other 14.5%
Package Deals 20.6% Boating
2.9%
Fishing Services 8.1% Fishing Equipment
Equipment 6.8% 12.5%
Fishing Supplies 7.0% Land &
Camping
Other 0.3% Equipment Buildings

7. Fishing’s Economic and Social Impact 3
SHOW ME THE MONEY… “Canadians spent $1.3 billion
on overnight trips for hunting
and angling in 1999.
This is just under 3 times the
revenue obtained from all
performing arts in Canada.”
From the Canadian Sportfishing
Industry Association Report

8. Fishing’s Economic and Social Impact 4
Canadians over 15 who fish…
outnumber those who golf
and play hockey, combined.
Canadians over 15 who fish…18%
Interested in fishing… 40%
Approx. 8 million of all ages fish.
From the Canadian Sportfishing
Industry Association Report

9. Ice Fishing is an
easy connection with the public
Hosting a local Family Fishing Weekend event to invite residents and
visitors out to fish along with the Mayor and Firefighter is encouraged.
Any resident of Canada can fish on this weekend without having to
purchase a licence – normally a minimum of $12 per person.
The winter exemption has been in place since 2007 and towns are now
taking advantage to create visitor traffic and interest in the outdoors.

10. How do Municipalities take part?
Register the town’s Mayor or Reeve as a participant.
Select a team member from the fire department.
Schedule your fishing time and location.
Promote the event locally with the assistance of the
Promotion/Media package each town receives.

11. The Team Selection
Mayors (or Reeves) because they are ‘the face’ of the towns and they
invite media attention.
Firefighters, always crowd pleasers.
Together . . . creating two opportunities for the
‘rivalry’ that creates excitement and
home town pride.
Then . . . put a valuable Grand Prize in the mix
that any town will benefit from for years.
So imagine …

12. The Grand Prize
2012 Argo 750 HDi with accessories for fire and rescue operations
over
BUILT TO ORDER
FACTORY DIRECT BY
EVENT SPONSORS
$23,000 VALUE

13. Fire & Rescue Argo In Action
Worth over $23,000
Reliable amphibious transportation in harsh
environments and rugged terrains
Customizable add-on solutions for year
round usage
Environmentally friendly with very low
ground pressure
Space for up to 6 passengers
Low emissions = EPA and CARB stds.
Load capacity upto 1150 lbs on land
or 1000 lbs on water
Optional tracks for better winter performance.

14. All Canadian
Unique
Reliable
Reputable
37 Dealers in Ontario

15. Challenge Cup & Awards
In addition to the Argo, the champion Mayor will hold the
Annual Trophy until the next year’s challenge.
An awards program will
extend recognition
to Municipalities,
Fire Departments
& Sponsors;
all
down
the
line.

16. RAND
G
PRIZE
Presented at the
Toronto Sportsmen’s Show
Over 120,000 show attendance
Five days of build up to the Grand Prize
presentation to the champion
Mayor and Firefighter Team.

17. Presentation Hosts
Leo Stakos & Ron James
North America’s With over 21,000 sq ft
Premier Fishing & of exhibit action
Destination TV
at the show.
Show

18. Responses
“… will book the time to
ensure that I am available”
“What a
terrific idea!” “I am going to
win that Argo.”
“We are going to be the
winners of this Argo!!!.” “Endorsed” “Thanks! We have
signed up our town.
“Please register the Town Bring us an Argo to
of Blind River” display for you.”
“Great idea!”
“…I will pass this on to our friends at our
Winter Festival of Lights, for whom it
would be a great fit”
“Our Mayor and Fire Chief
LOVE the idea and are in”

19. PHOTO OPS
Broadcast Video, Community TV, Print, Social Media, Podcast

20. PHOTO OPS
Leverage Promotion for other upcoming Community Events

21. The Deliverables Package
for each Town
• Media kits with digital promos, background
information, logos, sample ads, press releases
• A set of posters, brochures, outdoor banner,
personal ID kits
• “Ice Fishing Safety” brochures, written by Wil
Wegman, award winning outdoor writer

22. Total Promotion
• Direct Event Support Materials
• Media Promotion campaign headed by
• CPR Fishing Events • Lures & Tours
• Argo Canada • Fish TV • Ripple Outdoors
• Canadian Ice Fishing Championship
• Traditional Advertising plus Social Media
• Recognition Awards
• Recurring Promotion for 2013
– Utilizing video coverage, reporting and reviews

23. Promotion
Promos and co-op with advance fishing events and seminars
Niagara’s 2012
International Ice Annual Ice
Fishing Show Fishing Seminar
Presence at Canada’s largest outdoor/recreation shows
Show Exhibit Zone
Over 21,000 sq ft

24. Advertising & Networking
• Full page prime positioning in the sport fishing and
recreational tourism directories with the largest
distribution in Ontario.
• Placements in Canada’s most popular outdoor
publications.
• Internet and Social Media networking, Press Releases
and Podcast interviews.
• Website scoreboard and on-location Twitter

25. Sponsor Opportunities
THREE MAJOR LEVELS OF SPONSORSHIP
TITLE SPONSOR
BRIGADE LEVEL
COMMAND LEVEL

26. TITLE SPONSOR
Company/Brand name inserted on the event crest,
which leads in all promotional material &
announcements, including live at the
Toronto Sportsmen’s Show before and during
presentation activities in the FISH TV exhibit
and on the Annual Trophy
Exclusive Entitlements
1. Title event mention on all perceived Radio Commercials and “live to air”
plugs province wide (Jan. – Feb.), plus any taped assets (value $80k).
2. Exclusive opportunity to promote a Company/Brand Title Prize or “Runner
Up” Prize (tbd), presented live at the Sportsmen’s Show – March 2012.
3. Product placement and/or branded “photo wall” for on-location media use.
4. First right of refusal for Title Sponsorship of the 2013 event.
5. First right of refusal to be Title Sponsor of the 2012 Canadian Ice Fishing
Championship at 50% off as a Dual Title Sponsor.
. . . and more . . .

27. TITLE SPONSOR
Additional Entitlements
6. All print/radio/TV media.
7. Leading TITLE name for any on-location signage.
8. Multiple web page icons with partnering communities,
sponsors and associated official websites.
9. Social media networking with multiple established partnerships.
10. Special Winter insert of your ad or coupon piece in the official event kit
(garner retail/in-store spend in participating Ontario communities.
11. Full page ad in Lures & Tours Recreational Fishing Directory, Ontario
edition, and logo on all 5 maps (1 provincial, 4 regional) ($15K value).
12. Logo in Lures & Tours center spread ad created for this event.
13. Hyperlink banners on web pages: 5 months Lures & Tours home page,
10 months on official event website home page and Lures & Tours event
page.10 month advertorial post on event website Title Sponsor page.
$39,995

28. BRIGADE LEVEL SPONSOR
Exclusive Entitlements
1. Exclusivity in your industry category* and branding
on all event promotional and printed materials.
2. First right of refusal for Brigade Level Sponsorship of the
2013 event in the same industry category.*
3. First right of refusal to be Tier 2 Sponsor of the 2012 Canadian Ice
Fishing Championship at 50% off as a Dual Event Sponsor.
4. Exclusive Radio event commercial mention, “live to air” plugs and radio
web logo/hyperlink placement as a Prize Partner offering (additional in-
kind prize required) for the perceived multi radio provincial campaign,
January – February (expected advertising value of $80,000 +).
5. Exclusive opportunity to promote a Company/Brand Prize* presented live
at the Sportsmen’s Show – March 2012.
* IF this is not taken by the Title Sponsor.
. . . and more . . .

29. BRIGADE LEVEL SPONSOR
Additional Entitlements
6. All print/radio/TV media, signage and event kits.
7. Multiple web page icons with partnering communities,
sponsors and associated official websites.
8. Social media networking with multiple established partnerships.
9. Exclusive mention for your category on all perceived Radio Commercials
and “live to air” plugs province wide (Jan. – Feb.) plus any taped assets.
10. Special Winter insert of your ad or coupon piece in the official event kit
(garner retail/in-store spend in participating Ontario communities.
11. Full page ad in Lures & Tours Recreational Fishing Directory, Ontario
edition, and logo on all 5 maps (1 provincial, 4 regional) ($15K value).
12. Logo in Lures & Tours center spread ad created for this event.
13. Hyperlink banners on web pages: 6 months Lures & Tours home page,
10 months on official event website home page and Lures & Tours event
page.10 month advertorial post on event website Brigade Sponsor page.
$24,995

30. COMMAND LEVEL SPONSOR
Exclusive Entitlements
1. Exclusivity in your industry category* and branding on all
event promotional and printed materials.
2. First right of refusal for Command Level Sponsorship of the
2013 event in the same industry category.*
3. First right of refusal to be Tier 3 Sponsor of the 2012 Canadian Ice
Fishing Championship at 50% off as a Dual Event Sponsor.
4. Radio event commercial mention, “live to air” plugs and radio web
logo/hyperlink placement as a Prize Partner offering (additional in-kind
prize required) for the perceived multi radio provincial campaign, January
– February (expected advertising value of $80,000 +).
*IF this is not taken by the Title Sponsor or Brigade Sponsor.
. . . and more . . .

31. COMMAND LEVEL SPONSOR
Additional Entitlements
5. All print/radio/TV media, signage and event kits.
6. Multiple web page icons with partnering communities,
sponsors and associated official websites.
7. Social media networking with multiple established partnerships.
8. Full page ad in Lures & Tours Recreational Fishing Directory, Ontario
edition, and logo on all 5 maps (1 provincial, 4 regional) ($15K value).
9. Logo in Lures & Tours center spread ad created for this event.
10. Logo and web address on web pages: 6 months on official event website
(CPR) home page and Lures & Tours event page.
11. and… Possible exclusive mention in your industry category on all
perceived Radio Commercials and “live to air” plugs province wide (Jan.
– Feb.), plus any taped assets, if not taken by a Brigade Level Sponsor.
$5,995

32. The Lures & Tours Group
Recreational Fishing & Tourism
Directories and Maps
Catch – Photograph – Release
Special Events Developers
Canada’s Premiere Ice Fishing Competition
since 1994

33. Lures & Tours Partners
ROSA SHARPE
Currently and Recently:
Lures & Tours – Director of Marketing and Special Events
CPR Fishing Events – Director of Marketing and Planning
Canadian Ice Fishing Championship – Marketing and Sponsorship
Fish Lake Simcoe Tourism Alliance – Committee Member
Lake Simcoe Fisheries Stakeholder Committee (LSFSC) –
Tourism Stakeholders Representative
Buckhorn District Tourist Association –
Former Marketing Board Director
Give a Miracle a Chance – Board Director, Special Events

34. Lures & Tours Partners
CHARLES ROSS
Currently:
Lures & Tours – Director, Content and Production
CPR Fishing Events – Director, Content and Administration
Canadian Ice Fishing Championship – Content and Administration
Voices for the Trent Severn Waterway – Board Member
Bobcaygeon Canada U.S. Walleye Tournament – Committee Member
Lake Simcoe Fisheries Stakeholder Committee – Vice Co-Chair, 2007 ~
Give a Miracle a Chance – Board Director, Media/Promotions

35. Celebrating Your Place in Ontario’s Ice Fishing Tradition
WE’LL SEE YOU ON THE ICE!
www.cprfishingevents.com