March 2017

Driving ROI for Sponsors

Annual Canadian Progress Club Halifax and  Desjardins Sports Celebrity Dinner

Brand activations that bring results

 Client:  Canadian Progress Club – Halifax

  • Program: 45th Annual Desjardins Sports Celebrity Dinner
  • Vertical: Sports/Charity
  • Date: Thursday February 23, 2017
  • Location: Cunard Centre in Halifax, Nova Scotia
  • Service/Solutions: Logistics (Production), Event Technology (Production Technology), Digital (Engagement Tech)


Opportunity Section – Gathering for a good cause

The Annual Canadian Progress Club Halifax and  Desjardins Sports Celebrity Dinner brings together more than 1,100 corporate and general public attendees for an evening of fine food, sports trivia, and fundraising.

As one of the largest fundraising events in Atlantic Canada, the evening would comprise several world class sport celebrity speakers including Eric Lindros, Cito Gaston, John Scott, and Ken Shamrock — all tasked to entertain guests with their locker-room stories and life lessons to drive charitable contributions.



Formulate Section – Ensuring satisfied sponsors

With so many returning sponsors and attendees, Canadian Progress Club – Halifax felt it was vital to not only showcase but enhance sponsorship recognition — and partnered with Freeman to develop ideas based on our creative and technology capabilities.

To promote sponsors in a truly meaningful way, we produced a suite of audio visual solutions that aligned seamlessly to the sports theme of the night, and additionally served to optimize the overall atmosphere of the fundraising event.

Build Section – Crafting brand activations

Freeman developed and projected a picture-motion background on screens that incorporated the Sports Celebrity Dinner event branding. Along the bottom of the screens, we ran a “sports-ticker” that featured sponsor logos on a continuous loop, increasing the amount of time each sponsor was displayed throughout the evening.

To elegantly complement the customized sponsorship ticker, mobile phone charging stations were placed on tables with sponsors’ logos for additional exposure.

Debrief Section – Powerful sponsorship recognition

The Sports Celebrity Dinner was an evening full of energy, stories, and laughs. Sponsors were thrilled with the thematic approach to their brand activations and the additional exposure that the ongoing “sports-ticker” brought them.  The event raised a successful $90,000 over the duration of the evening for a worthy cause.

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