The Kraft Celebration Tour is a national initiative that sees TSN’s flagship sports news program, SPORTSCENTRE, broadcast live from 10 lucky communities across the country over a period of 10 days in August each year. Communities from coast-to-coast are invited to nominate their town as a broadcast location, and for a chance to win one of ten $25,000 community awards from Kraft to be used for improvements to a local facility. Kraft hosts the local residents at a free interactive community celebration and BBQ, prior to the live SPORTSCENTRE broadcast. Free to the public.


Overall management of the program from the community entry phase to the celebration and live SPORTSCENTRE shows in the Top 10 winning communities. Managed all voting and celebration communication with the Top 20 and Top 10 communities (as selected by the public), oversaw all elements of the on-site celebrations, managed all aspects of the winning communities’ celebrations.

  • Scheduling
  • Liaison with local organizing committees
  • Brand activation development
  • Development of unique experiential programs
  • Sponsor activations and servicing
  • Programming and schedules
  • BBQ
  • Signage
  • Volunteers
  • Trucking
  • Travel
  • Interactive events
  • Emcee scripting
  • Merchandise

Client: Kraft Canada, TSN
Date: 2009 to 2013