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Kraft and TSN Launch Fifth Annual Kraft Celebration Tour

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TSN.ca Staff
4/29/2013 10:44:12 AM
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Canada becomes the backdrop for the country's biggest summertime celebration as the award-winning Kraft Celebration Tour gets set to hit the road for the fifth consecutive year. Beginning today, Canadians can nominate their city or town for the chance to win $25,000 toward a community project that improves an existing space or helps create a brand new one. Each winning community will also host one of 10 live broadcasts of Canada's most-watched sports news program, SPORTSCENTRE, as part of this summer's cross-country tour from August 16-25.

Also joining the Kraft Celebration Tour once again this summer is RDS, as the network's daily sports talk show, SPORTS 30 LE MAGAZINE, broadcasts live from winning communities in Quebec.

The Kraft Celebration Tour recognizes the passion and community spirit that brings people together and promotes healthy active lifestyles from coast to coast. Since 2009, the Kraft Celebration Tour has helped hundreds of thousands of Canadians in 40 deserving communities with a total of $1 million toward projects such as:
• Building a skateboard park
• Upgrading a sports field
• Improving a boxing facility
• Renovating a community youth centre

"Each year we embark with TSN on the Kraft Celebration Tour and are amazed at how committed Canadians across the country are to improving the communities that they live in," said Jack Hewitt, Vice-President, Marketing Insights and Services, Kraft Canada. "Watching cities and towns rally around a common goal and show such incredible hometown pride is inspiring, and we look forward to experiencing it again this year and for years to come."

"Through the Kraft Celebration Tour, we've been able to continue our tremendous partnership with Kraft Canada and give back to deserving Canadians across the country," said Stewart Johnston, President, TSN. "The communities that are honoured and the stories that are told by the Kraft Celebration Tour help remind us how fortunate we are to live in such a diverse and beautiful country filled with countless remarkable people. To be a part of something as special as this program is an honour for all of us at TSN and we can't wait to head out on the road again."

Canadians can nominate their community online at kraftcelebrationtour.ca and tourneedecelebrationkraft.ca until June 7.

To nominate a community, Canadians are asked to submit a short essay and up to five photos explaining why their community deserves to be a part of the Kraft Celebration Tour and how the $25,000 community award will go towards the creation or improvement of a local community space. The essay should also touch upon how the award would help promote community spirit, a passion for sports, and an active lifestyle.

Leading the special SPORTSCENTRE broadcasts are anchors Darren Dutchyshen, Jennifer Hedger, Jay Onrait, and Dan O'Toole. For SPORTS 30 LE MAGAZINE, RDS anchors Marc Labrecque, Luc Bellemare, and Valérie Sardin will broadcast live from winning communities in Quebec.

On June 30, TSN and RDS will announce the 20 finalists selected by a panel of judges. Then it's up to Canada to decide the 10 winning Kraft Celebration Tour stops via 10 weekdays of head-to-head online voting beginning July 8.

Fans can keep up with the Kraft Celebration Tour on social media by visiting and liking the Kraft Celebration Tour Fan Page on Facebook and by following and interacting with the tour's personalities on Twitter. Official Twitter hashtags for the Kraft Celebration Tour include #KCT and #tourneedecelebrationkraft.

This year's Kraft Celebration Tour follows last year's cross-country event, which garnered a record 572 nominations from communities across Canada and saw more than 4 million votes cast to select the 10 winning communities (click here for more information on last year's tour stops and community award recipients).

Launched in 2009 in celebration of TSN's 25th anniversary, the Kraft Celebration Tour has garnered numerous accolades, including a 2012 Award of Distinction at the Sponsorship Marketing Council of Canada in the Media Sponsorship category, along with a Silver 2012 PROMO! Award for Best Sponsorship Campaign, and a Gold 2011 and Silver 2010 PROMO! Award for Best-Building Campaign.

TSN Kraft Celebration Tour (Photo: TSN)

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(Photo: TSN)
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