Vancouver, B.C., July 27, 2009. After the overwhelming success of last years 1st Annual Canadian Cheese Rolling Festival, created for Dairy Farmers of Canada (DFC), TAXI Vancouver is rolling out the 2nd Annual event. The Canadian Cheese Rolling Festival will return to the slopes of Whistler on Saturday, August 15th, 2009.
Philosophy
The eccentric sport of Cheese Rolling began over 200 years ago in Gloucester, England. Last year the tradition was brought to North American soil for the first time and daredevil Canadians embraced it wholeheartedly. Over 5,000 spectators turned out to watch and cheer as 200 participants tripped, tumbled and fell down Whistler mountain, chasing an 11-pound wheel of cheese. The course will be set up in Whistlers Upper Village on Blackcomb Mountain. Anyone over 19 years of age can participate and contestants can register online at www.canadiancheeserolling.ca or in person on August 15th. The downhill event will consist of five mens and three womens races. For the kids, there will be uphill races that will be a little easier. Well-known Canadian comic, actor and improvisation superstar Roman Danylo will be hosting the days festivities. Those brave enough to chase the cheese are competing to take home a magnificent 11Ib wheel of Cracked Pepper Verdelait cheese, as well as Whistler Winter season passes for two. In addition to the races there are a host of other activities. Everyone will be able to sample Canadian cheeses, participate in cheese seminars and wander through the farmers market. Kids can try the cheese obstacle course, play Cheesy Twist, or get their face painted. The event is free for everyone.
Problem
TAXIs new campaign captures the spirit of the event and showcases the now legendary thrills and spills of Canadas newest favourite sport. This years campaign includes a cinema spot, transit shelter and newspaper ads, interactive mirror clings and an extensive IGA in-store promotion. There are even branded foam fingers, in keeping with the sport theme. Along with the advertising campaign, a public relations program is also taking place organized by Trillium Corporate Communications and DFC.