Ahead of this year’s summer Olympic Games in Paris, Cadillac Fairview teamed up with Team Canada in an effort to expand opportunities for play this summer with the launch of “CF Play Makers,” - an initiative for school-aged children to harness the power of sports and playtime.
Looking to give children more access to physical play opportunities, the program aims to promote the many health benefits of physical play while inspiring a passion for playtime and organized sports. Starting in Ontario, the program will spread across Canada by refurbishing play spaces at schools and other community spaces.
“Our long-standing partnership with the Canadian Olympic Committee is rooted in a common goal of transforming communities through the power of sport, and this starts with our youngest generation,” said Jason Anderson, SVP, Brand & Marketing, Cadillac Fairview. “Over the past seven years, CF has partnered with the COC to grow and support the Olympic movement in Canada and we believe that play can fuel Canadians of all ages to do their best and be their best.”
Spearheading the launch of the program, CF and the Olympic Committee launched an engaging activation at Toronto’s Eaton Centre shopping centre. As key stakeholders from CF were planning the new space, their marketing arm reached out to our team for help with some specialized padding for the top and the bottom of the new slide, which was set to be the centerpiece of the display.
Located in the mall's Centre Court, a huge red slide was installed and families from across the Greater Toronto Area were called to learn more about the program and head down the twisty slide to raise awareness of the new program. Ensuring that everyone remained safe, we worked closely with organizers to ensure the right padding was used for the job. We also enlisted the printing prowess from our partners at NextGen signs to help with the custom printing, proudly displaying the Canadian Olympic logo as well as that of CF Fairview’s.
The activation came to close this past week and was deemed a complete success by all who were in attendance and got their chance to slip down the slide. We’re looking forward to watching this program roll out across the country as well as our Olympic athletes strive for Gold in Paris over the coming weeks.
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