canada’s premier triathlon series

Award Winning Events

Shawnigan Lake victoria vancouver sooke banff

2011 Review/ 2012 Preview

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From quaint seaside towns to bus-tling urban centres, with backdrops

that include everything from towering old-growth forests to urban skylines to the breathtakingly beautiful Rocky Mountains, the Subaru Western Tri-athlon Series is truly Canada’s most scenic endurance event series. Ath-letes of all abilities, from first-timers to the top elite athletes, will participate in different distances in this award-win-ning triathlon series, including the Half Ironman, Olympic, Sprint and Relay. Many of the races serve as Provincial Series events, Championships, and World Qualifying events. The events have a festival feel and include an expo, kid’s fun run, entertainment, great technical garments, prizing and clinics hosted by top international coaches and athletes. The Series is managed by LifeSport, a company founded by Olympic Gold Medal and Ironman Champion Coaches Lance Watson and Paul Regensburg.

ContactSubaru Western Triathlon Series

770 Sayward Rd Victoria BC, V8Y 1R2 250-220-2259

www.triseries.caevents@triseries.ca

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contents

Introduction: Taking it to the Next Level

Series Map

The 2012 Subaru Western Triathlon Series

Growth & Projections

Participation and Demographics

Brand Awareness & Sponsor Experience

Sponsor Benefits

National TV Coverage

Sport & Lifestyle Expo Opportunities

2011 Series Exposure and Exposure Details

Green Initiatives

Community Involvement

New Promotional Initiatives

Future Goals: 2012 & Beyond

Marketing and Media Material

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Introduction: Taking it to the Next Level

In just five years, the Subaru Western Triathlon has estab-lished itself as Canada’s premier triathlon series, thanks in part to extensive exposure, great word-of-mouth by partici-

pants and outstanding support by its sponsors.

In 2010, the Subaru Western Triathlon Series saw a significant increase in the growth of participants and spectators at all five events. For 2011, the numbers held steady despite an overall decrease in the number of endurance race participants at other events across Canada.

In the last few years, despite the poor economy, the Series has successfully added new events, including the widely popular Subaru Banff Triathlon, as well as new race distances and features to each event. The Series has successfully maintained participant numbers, expanded exposure opportunities and increased overall awareness of the events and its sponsors.

In 2011, exciting new sponsors and national TV coverage gener-ated a lot of buzz for the Series: The Subaru Sooke Triathlon was aired nationally on TSN (Canada’s national sports net-work), garnering strong audience numbers. The Series is look-ing forward to working with TSN in 2012 and beyond. K-Swiss came on board to provide amazing technical apparel for the Series, which was incredibly well received by participants and spectators alike. The Series also welcomed Vancouver Westin Bayshore and the Prestige Oceanfront Resort in Sooke on board as two new premier partners in 2011. The Series also added Saunders Subaru as the new title sponsor for the Vic-toria race.

The Series is poised to truly take it to the next level in 2012: two new full-time technical and communications events staff have been added, as well as new local Race Directors for each event to ensure mutual benefits for each respective host com-munity, as well as to increase local community awareness and support. The Series is also pleased to announce the addition of more Provincial Championship and National Qualifying events for 2012, with sights set on hosting National Champion-ship events in 2013 and exploring a World Championship bid for 2014/2015.

The future is bright, with plans for additional races, more expo and festival activities, increased exposure, growing athlete data-base numbers and overall event participation.

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• Vancouver

• Victoria

• Calgary

Kinsol Trestle at Shawnigan Lake, BC

Five incredible races in five stunning locations around Western Canada

Sooke •

• Banff• ReginaJericho Beach, Vancouver, BCPortland •

Seattle •

• Shawnigan Lake

Elk Lake, Victoria, BC

Banff Avenue, Banff, AB

Whiffin Spit, Sooke, BC

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2012 Subaru Western Triathlon SeriesThe Subaru Western Triathlon Series kicks off with Canada’s only May long distance triathlon at picturesque Shawni-gan Lake, featuring the newly rebuilt Kinsol Trestle. Next up is the perennial sell-out “Saunders Subaru Half Iron”, held on the edge of beautiful Victoria at scenic Elk Lake. In July, Vancouver will play host on the third stop of the Series at the magnificent Spanish Bank beaches, framed by the backdrop of the Vancouver skyline and panoramic Coastal Mountains. The Series then moves to the scenic oceanside community of Sooke on the south western tip of Vancouver Island. The Series concludes in Banff where participants swim in pristine Two Jack Lake, cycle around breathtakingly beautiful Minnewanka Loop, and finish with a run down famous Banff Avenue.

Race # 1 Subaru Shawnigan Lake Triathlon – May 27 “The Wildflower of the North”

A “Beautiful BC” experience at Shawnigan Lake – one of the most picturesque triathlons on Vancou-ver Island. From start to finish, the course provides a true West Coast experience. Cycle along rolling country roads that hug the lakeshore and run above the tree tops over the newly rebuilt Kin-sol Trestle. A short half hour drive from Victoria, Shawnigan Lake has become an increasingly popu-lar place to train. Shawnigan Lake also features village-size services and shops, and is conveniently central to numerous outdoor venues.

Race # 2Saunders Subaru Victoria Triathlon – June 17 “A Grassroots Canadian Classic”

Now in its 17th year, this tremendously popular, yet low-key, grassroots race is famous not only for its commemorative race garment, but also for the two loop trail run around its scenic lake setting. Race weekend includes the Saunders Family Walk, a sponsor expo, keynote speakers, entertainment on the course & finish area and kid’s activities. In addition to the famous Half and shorter sprint rac-es, an Olympic distance event has been added for 2012. Bring a picnic lunch, relax and enjoy Father’s Day with family and friends and hear the “Voice of Ironman,” Steve King call the athletes to the finish.

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Race # 3 Subaru VancouverTriathlon – July 8“Top 10 Urban Triathlons on the Planet”

With the magnificent setting of Spanish Bank Beaches and the stunning views of the Vancouver skyline and the picturesque Coastal Mountains as your backdrop, this event will be the most beautiful urban triathlon you will ever experience! An Olympic distance race has been added this year due to popular demand.

Race # 4Subaru Sooke Triathlon – August 12“Where the Rainforest Meets the Sea”

Sooke is located in one of the western communities of Greater Victoria. The event delivers a rural-meets-urban feeling in one of BC’s fastest growing regions. The race course features a swim in the tepid waters of Young Lake, followed by an amaz-ing closed bike course on beautiful West Coast Road, which hugs the Pacific Ocean along the Pa-cific Marine Circle Route. The run course includes a journey out on to Whiffin Spit, a narrow 1km trail where the Pacific Ocean surrounds the athletes on both sides as they run towards a lighthouse. This is an event not to be missed!

Race # 5 Subaru BanffTriathlon – September 8 “Canada’s Premier Destination Triathlon”

Banff National Park is in the heart of the Canadian Rocky Mountains and is a UNESCO World Heritage Site. This global treasure of natural beauty, wild-ness, and diversity of life provides a beautiful and unique triathlon experience. Start with a swim in the pristine Two Jack Lake, then cycle through the breathtakingly beautiful Minnewanka Loop before the run delivers you into the center of Banff -- with a finish down famous Banff Avenue!

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GROWTH & PROJECTIONS

The Series began in 2007 with three BC races; two on Van-couver Island and one in Vancouver, attracting 758 par-

ticipants. In just five years, the Series has added two more races in western Canada and grown to nearly 4000 partici-pants. The addition of the New Balance Half Iron in Victoria, one of Canada’s most loved races, and the new spectacular race in Banff National Park, has truly made this Canada’s premier triathlon series. The Series races take place in three of Canada’s largest markets; Vancouver, Calgary, and Victoria, and now receives a high level of exposure on a national level.

Despite a rough economy and an explosion of endurance events in 2011, the Series participation numbers held

steady while the amount of exposure increased significantly. With this excellent exposure, the addition of new race com-ponents and increased marketing, we expect the participa-tion in 2012 to surpass 4500 participants, and over 6000 in 2013. The long term projections and goals are to grow the participation in the Series to over 8000 athletes by 2014. This growth will be achieved by the operation of high qual-ity events – and hence the good word of mouth, increased marketing, the addition of a new event, and obtaining Na-tional and World Championship events. The participants in the Series represent an extremely strong demographic that receive repeated exposures to our partner’s brands creating loyal customers.

Series  Participant  Growth  and  Projections

Race  Name 2007  Actual

2008        Actual

2009        Actual

2010        Actual

2011        Actual

2012  Projected

2013  Projected

2014  Projected

2015  Projected

Shawnigan  Lake   261 281 443 531 506 600 750 1,000 1,000Victoria   0 884 901 949 1,010 1,300 1,500 1,500 1,500Vancouver 333 335 675 713 720 850 1,000 1,375 1,750Sooke 164 285 442 415 598 700 1,000 1,500 1,500Banff -­‐ -­‐ -­‐ 1105 904 1,100 1,250 1,500 1,500Future  Event -­‐ -­‐ -­‐ -­‐ 500 750 1,000

Totals 758 1785 2461 3713 3738 4550 6000 7625 8250

Growth -­‐ 135% 38% 51% 1% 22% 32% 27% 8%

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1785

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9000

Series  Par)cipants  Growth  and  Projec/ons  

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Participation &Demographics

²² 88% of participants were from Western Canadian provinces (BC, AB, SK, and MB)

²² Athletes participated from 12 countries including Australia, England, India, Hong Kong, Qatar, Philippines, and Germany

²² Athletes from 9 provinces, 2 territories, and 24 US states participated

²² 43% of participants were female, 57% male²² The average age of the competitors was 37.8²² Youngest participant was 13, Oldest 75²² Average household income for each competitor of over $170,000²² Loyal buyers, extremely focused and driven to succeed ²² 80% of participants are from 30-60 years old ²² Affluent young professionals not only embrace new technologies but

also have the purchasing power to obtain them. ²² The average triathlete competes in five triathlons per year and

actively participates in a variety of other sporting events.

Participants in the Series events represented a very strong demographic. Participants averaged 37.8

years old, represented 12 countries, 9 provinces, and 24 US States, and included friends and family in their experience. Here are some additional statistics:

In general, triathletes are active, educated professionals that have a disposable income and the tendency to spend on autos, electronics, apparel, financial services and investments, travel

and other premium product/service categories.

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The Series places its partners directly in front of the consumer. Expo-sures reach the consumer at local, regional and national levels through

an extensive variety of mediums. This includes, but is not limited to, televi-sion, newspaper, radio, webcast, magazines, websites, blogs, community programs, press conferences, race-generated support materials, word of mouth, industry, advertising, and on-site programs.

This recognition allows the partner to gain a unique market position with thousands of avid sports fans, recreation enthusiasts, their families and friends. This demographic spend millions of dollars each year on vehicles, travel, sports activities, clothing, equipment and other consumer prod-ucts.

LifeSport continues to create awareness and a positive image for sponsor products. Today’s consumer also looks to the corporate world to reinvest in local communities through athletic events. The sponsor experience at the Subaru Western Triathlon Series events is strong and continues to improve with the input of our partners. Each participant, spectator and volunteer is repeatedly exposed to the partner’s product and has ample opportunity to interact with the sponsor. LifeSport encourages its part-ners to be actively involved, whether it be with displays, participating, volunteering, handing out awards, mingling with the elites, team building for their employees, or through VIP programs.

Brand Awareness & Sponsor Experience

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Title Presenting Gold Silver BronzeLocal  

SupplierRace  Sponsorship*  (1  race) $25  -­‐  50,000 $20,000+ $10,000+ $5-­‐10,000 $1-­‐5000 0  -­‐  $1,000

Race  Series*  (5  races) $125,000 $50,000 $25,000+ $10-­‐25,000 $5-­‐10,000 N/A*This  total  can  be  comprised  of  Cash  or  In-­‐Kind

Rights  GrantedSeries  Logo  and  Titling  of  Race/Series √ √Exclusivity  in  the  Industry √ √ √ √Exclusive  products  rights   √ √ √ √Use  of  Event  logo  and  trademarks √ √ √ √ √ √Event  Component  Titling  (course,  clinics,  etc) √ √ √ √

MediaMagazine  Advertisements √ √ √Selected  Newspaper  Ads √ √ √Radio  spots √ √ √ √ √ √Media  Conference  Signage √ √ √ √National  TV  Program  opportunities √ √ √

Web  ExposureFeatures  in  Social  Media  (facebook,  twitter) √ √ √ √ √Logo/Link  on  Website  Home  Page √ √ √Logo/Link  on  Website  Event  Page √ √ √ √ √Logo/Link  on  Website  Sponsor  Page √ √ √ √ √ √Corporate  ad/banner  on  Home  Page √ √ √Corporate  ad/banner  on  Event  Page √ √ √ √Registration  Forms  (online) √ √Logo  on  monthly  E-­‐Newsletter √ √ √Corporate  ad  on  E-­‐Newsletters √ √ √ √Logo/Link  on  Race  Results √ √ √

Printed  MaterialsRack  Cards  -­‐  Each  Event  (5,000) √ √ √ √Posters  -­‐  Each  Event  (200) √ √ √ √ √Program  Brochures √ √ √ √ √ √Corporate  Letterhead √ √ √Logo  on  Race  Garment √ √ √Logo  on  Swim  Cap √ √Logo  on  Volunteer  Shirts √ √ √Insert  in  Athlete/Volunteer  Race  Kits √ √ √ √ √ √Logo  on  Race  Numbers √ √

On  Site  SignageFinish  Line  Gantry Large Large Large Small SmallFinish  Chute   √ √ √ √Banners  along  Route  &  Transition √ √ √ √ √ √Award  Ceremonies √ √ √ √ √ √Media  Conferences √ √ √

Expo/Retail  OpportunitiesExpo  Booth  during  Race  Weekend √ √ √ √ √ √Opportunity  to  display/sell  products √ √ √ √ √ √Pre-­‐event  promotional  displays √ √ √

AwardsLogo  on  Medals √ √Participant  and  Volunteer  Certificates √ √ √ √ √ √Corporate  Recognition √ √ √ √ √ √

Sponsor  Speaking  OpportunitiesMedia  Conference √ √Announcements  on  Race  Day √ √ √ √ √Awards  Ceremony √ √ √ √

Complimentary  PassesEvent  Entries 4 2 1 1 1VIP  Dinner  /  Functions 4 2 2 2VIP  Accreditation  /  VIP  Tent  /  Parking 8 6 4 2 2 2Commemorative  Garment 6 4 2 2 1 1Pro  Athlete  Function √ √ √ √ √ √

Title Presenting Gold Silver BronzeLocal  

Supplier

SPONSOR BENEFITS  

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National TV COVERAGE

A television program was pro-duced and aired nationally by

TSN -- Canada’s sports network leader -- and its affiliates for the Subaru Sooke Triathlon. Through control and ownership of the pro-gram and careful planning our partners received hundreds of brand exposures directly in the editorial, outside of the commercials!

The program was aired five times nationally in prime slots, garner-ing very strong viewership across Canada on the following networks:

TSN – 3 airingsTSN 2 – 3 airings

RDS (Quebec) – 2 airings

The race featured $15,000 in cash and prizes for the pro field and an exciting “chase” format in the Olym-pic Distance race. The pro women’s field was given a head start in front of the men based on a calculated formula creating an exciting “race to the finish line” with both female and

male racers competing to see who will cross the line first!

The course is designed to take full advantage of the West Coast’s beauty, with the Pacific Ocean, for-ests and beaches providing incred-ible visuals. The Sooke area, just outside of Victoria, BC, features lush evergreen forests, rainforest, pictur-esque coastal scenery, rugged cliffs and sandy beaches. It is a haven for both leisurely and extreme activities including year-round charter fish-ing, scuba diving, windsurfing, hik-ing, zip-lining, and surfing. The race course design includes a run along Whiffin Spit, a narrow 1 km trail where the Pacific Ocean surrounds the athletes on both sides as they run towards a lighthouse.

In addition to the race coverage, the show featured Vancouver Olympic Gold Medal Skier Ashleigh McIvor, who recently tore her MCL at the X-Games and used the race as part of her rehabilitation, and Olympic

Gold Medal Coach Lance Watson, who gave informative tips on triath-lon training and explained what the athletes were experiencing during the race.

The show is produced by Ironworks Productions, best known for their high definition Ironman coverage. Ironworks Production produces Subaru Ironman TV in conjunc-tion with TSN and five US Ironman events.

Although all of our major partners will be seen in the show, additional TV Packages are available that include:

• Opening graphic billboard with sponsor logo• In-show editorial feature• Graphic leaderboards with sponsor logo• Titling of a section of course• Editorial mentions by announcers• Strategic product and signage placement throughout show• Commercials

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sport & lifestyle expo opportunities

Meet your ideal target market! All of our sponsors receive an Expo Booth during

race weekend, as well as other great opportuni-ties to display and sell their products to partici-pants and other event attendees.

All athletes at each event are expected to at-tend the expo when they come to pick up their race packages. A family-friendly and festival-like atmosphere ensures maximum potential for product exposure, to not only athletes, but also to their families, friends and the general public!

Athletes will spend an average of two hours at the expo, creating an excel-lent climate for sponsors to meet the participants, talk to them and provide them with information about their respective products and services.

SPORT

&

LIFESTYLE EXPO

Contact info:

c/o Subaru Western Triathlon Series

250.220.2259

1.866.287.9465 (fax)

event@triseries.ca

www.TRISERIES.ca

Join us at the 6th annual Subaru Vancouver

International Triathlon. Make your beachside booth

reservation now as spaces are limited!

Meet your ideal target market! All athletes are expected

to attend the expo when they come to pick up their race

packages. A family-friendly and festival-like atmosphere

ensures maximum potential for product exposure, to not

only athletes, but also to their families, friends and fans

as well.

Athletes will spend an average of two hours at the

expo, creating an excellent climate for exhibitors

to meet the participants, talk to them and provide

them with information about their respective

products and services.

EXPO LOCATION:

Beachside @ Locarno Beach

1300 Discovery Street | Vancouver, BC

No refunds after June 1, 2012

Booth and Race Bag PricingBusiness Charity

Booth per Event

$200$150

Booth for Whole Series$700

$525

Race Bag Inserts

$100$75

Race Bag Inserts for Whole Series $350$260

Electricity

$50$50

Tent

$150$150

Additional Chair

$5$5

Additional Table

$15$15

What You Get - Booth Space

• One 6’ skirted table

• One chair

• 8x10 booth space

What You Get - Race Bag Inserts

• Shawnigan Lake - 500 flyers

• Victoria/Elk Lake - 1500 flyers

• Vancouver - 800 flyers

• Sooke - 500 flyers

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2011 Subaru Western Triathlon Series Exposures

The Series has provided over 58 million exposures across BC, Canada, and North America through televi-

sion, radio, internet, magazines, newspapers, community programs, race generated support materials, and other mediums. These extensive exposures allowed for an ex-tremely high level of direct community and local aware-ness. Some of these exposures include:

Extensive local, regional, and national exposure through the media, on-site activities, sponsor

promotions, associations with local groups and excellent word

of mouth.

8 Press Conferences were held featuring pro-fessional world renowned athletes and included partners, politicians, and Provincial and National sports leaders.

8 Press Releases

were sent out to over 200 media sources

A television program was produced and aired nationally by TSN -- Canada’s sports

network leader -- and its affiliates for the Subaru Sooke Triathlon.

30 Newsletters and E-blasts were

distributed to a data-base of over 15,000 athletes

Extensive print and web articles were achieved,

including features in Triathlete

Magazine

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EXPOSURE DETAIL Type Outlet Examples Totals Print (Articles & Ads) Triathlete Magazine, Triathlon

Canada, Globe and Mail10,250,500

Radio CFAX Radio Victoria, KOOL FM Victoria, Team 1040 Vancouver

750,000

TV TSN, A-Channel Victoria, City TV Vancouver

34,500,000

Internet/E-Blasts Series Newsletter, Triathlete Maga-

zine website8,500,500

Event site/Public Race garmets, event signage, ban-ners, swim caps

2,600,000

Clinics, Camps & Expos Goodlife Fitness Victoria Marathon, UCB Triathlon, Times Colonist 10K

85,400

Event listings Get Out There Magazine, Triathlon Magazine Canada, Impact Magazine

622,500

Referrels Word-of-mouth 750,000

Social Media Facebook, Twitter 300,000

2011 TOTAL EXPOSURES : 58,358,400

Shawnigan Lake | May 29

Victoria | June 19

Vancouver | July 3

Sooke | August 7

Banff | September 10

2011

www.TRISERIES.ca

The Subaru Western Triathlon Series features five exciting events hosted in beautiful locations across Canada's west coast and Rocky Mountains. Athletes of all abilities, from first-timers to the top elite athletes, will participate in different distances including Half Iron, Olympic, Sprint, and Relay. Many of the races serve as Provincial Series events, Championships, and World Qualifying events. The events have a festival feel and include an expo, kid's fun run, incredible draw prizes, entertainment, great K-SWISS clothing, podium prizing, and clinics hosted by top international coaches and athletes.

HALF | OLYMPIC | SPRINT | RELAY

THE SERIES

Shawnigan Lake | May 29 * The “Wild Flower” of the North - Canada’s first open water triathlon and festival * Beautiful west coast scenery – Run on the Trans Canada Trail to the historic Kinsol Trestle* New Pre-Race Athlete Dinner and Entertainment

Victoria | June 19 ~ SOLD OUT LAST YEAR! * One of Canada’s most popular triathlons (formerly “New Balance Half”) at scenic Elk Lake! * Great K-SWISS Full Zip Hoody for every Participant* “Top 10 Greenest Triathlons in the World,” Triathlete Magazine, 2010

Vancouver | July 3 * Race along beautiful Spanish Bank Beaches with stunning views of the Vancouver skyline* “Top 10 Urban Triathlons in the World,” Triathlete Magazine, 2010* Race in the Olympic City along with athletes of all abilities, Olympic athletes, and celebrities.

Sooke | August 7 * Provincial Long Distance Championships and Nationally Televised* Race with Vancouver 2010 sensation, Olympic Gold Medal Skier Ashleigh McIvor* Experience the new Prestige Resort that will host a 2 day Sport and Wellness Expo

Banff | September 10 ~ SOLD OUT LAST YEAR! * Experience the incredible beauty of Two Jack Lake in Banff National Park * Finish to cheering crowds down famous Banff Avenue * “Top 10 most anticipated Triathlons in the World” Triathlete Magazine, 2010

* Seasons Pass – Race in as many Series events as you like for one low price* Great new K-SWISS commemorative clothing for each race* The new Club Program - Cash to Your Club! And... Police, Fire, Medic and Military Division* Age Group Podium Prizing and valuable draw prizes and Medals for all Half Iron finishers* Chip timing and live results on race day

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TriBC Ad_9-4-1.pdf 1 2/22/2011 2:42:29 PM

Ad placed in Triathlete Magazine, TriBC Magazine and Triathlon Magazine Canada

Over 200,000 hits on the website

for each race

600 fans on Facebook & growing, plus achieved other extensive blog and social media coverage

Overall exposure lead to renowned Triathlete Magazine to name three of the Subaru Se-ries races as “Top 10 Best Races in the World” in three categories:

Subaru Banff Triathlon:“Top 10 Most Anticipated Races in the World”

New Balance Victoria Triathlon:“Top 10 Greenest Triathlons in the World”

Subaru Vancouver Triathlon:“Top 10 Urban Triathlons in the World”

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GREEN INITIATIVES

Triathlete Magazine, the largest triathlon maga-zine in the world, voted the Saunders Subaru

Victoria Triathlon as one of the “Top 10 Greenest Triathlons in the World” in 2010 thanks to its excellent environmental efforts. The Series strives to make all five events as green as possible; here are just a few of the environmental initiatives that the Series has implemented:

Reduce Carbon Footprint: Encourage car

pooling and promote car pool-ing program PickUpPal.

At Banff, an extensive Environment Screening Report was conducted that assessed the environmental impacts and devised mitigations and planning for different wildlife-human interactions, wildlife habitats, ecosystems, soil, vegetation, aquatic, cultural, and aesthetic values.

Discarded and unclaimed clothes are donated to

charity.Local, environmentally

conscious companies are utilized, such as Level-

Ground Fair-Trade Coffee in Victoria and Bow Val-

ley Waste Management in

A virtual information package is emailed out to all participants for all events, including race technical information and virtual race bag offer

from sponsors.

Use a local waste management company in Banff who featured

recycling and education

stations at the 2011 event.

Large water jugs with cups in-stead of plastic water bottles are supplied in an effort to re-

duce waste. We are also moving towards non-wax cups.

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COMMUNITY INVOLVEMENT

Strong partnerships with host communities is of utmost importance and an imperative mandate

of the Series. The following was implemented in each community to ensure local partnerships continue to strive.

• At least one charity partner is designated for each event

• Free, community based Kid’s Fun Run at every event, giving an opportunity to bring together families and youth, and encouraging a healthy lifestyle.

• Free coaching tips clinic is held at each event by Olympic coaches

• Local leadership in the race organization

• Local volunteer involvement, local spectator opportunities and local sponsorship

Some of our partner charities have included:

• Saunders Community Foundation• Team in Training • Smart Foundation • Bruce Bowmen Scholarship• Sooke Classical Boating Society• Scouting Canada at Camp Barnard • Banff Community Foundation• Banff High School• Banff Hockey Academy• KidSport• Leukemia and Lymphoma Society• Bow Valley Kayak Club • Cowichan Care Givers• Kinsol Trestle Project• National Training Centre Junior Development

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TSN was brought to the Series to provide National TV coverage of the

Sooke Event

Olympic Gold Medal Skier Ashleigh McIvor was an ambassador

for the Series

$15,000 in cash and prizes were awarded at the “Sooke Chase”

Pro Event

Qualifying spots to the Long Distance World Championships were available

at Shawnigan Lake race

K-Swiss was introduced as the “Official Shoe and Apparel” of the Series and provided amazing race

garments to the participants

Saunders Subaru took over the Title Sponsorship of the former “New

Balance Half” in Victoria

The “Saunder’s Family Walk” was added to the Victoria Race

Sooke was awarded Provincial Cham-pionships in the Long Distance Race

The Prestige Oceanfront Resort in Sooke and the Westin Bayshore in

Vancouver were introduced as major hotel partners

Danone Yogurt was added as the Title Sponsor of the Kids Run Series

Expos and Festivals were expanded at each event

Cash and Prizes for participants on the Series totalled $50,000

New Promotional Initiatives

Exciting features from 2011...

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FUTURE GOALS2012 and beyond

1 Participation Growth

• Expand existing events – Olympic distance events added to Victoria and Vancouver• Build on club and store program• Focus on recruitment/participation for team relay events• Expand social media reach• Expand marketing to Eastern Canada and Pacific Northwest US

3 Sponsor Awareness and Exposure

• Continue and build on National Television exposure with TSN• Increase sponsor involve-ment with newsletters and race promotions• Continue to build store/dealer/retail involvement in each race• Expand event expo• Provide high level of expo-sure that does not require extensive resources from sponsor• Increase athlete database to 30,000+ (already 20,000+)

2 Quality Experience of the participant

• Expand Festival events/clinics/opportu-nities• Add Provincial Championship races• Add BC Series Events• Add National Team Qualifying Spots• Add VIP Programs• Increase quality of race package items

4 Organizational Structure

• Add additional in-house technical and communications staff• Acquire and support Local Race Directors for each event• Increase Race Committee size and resources• Increase community involvement, charity, and environmental compo-nent• Grow volunteer base and provide better education and recognition

5 Beyond 2012

• Acquire National Championship for one of the races • Explore expanding Series into Sas-katchewan and/or Manitoba for 2013• Explore a bid for a World Champi-onships or Ironman event in 2014 or 2015• Add National Television to second Series event

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MARKETING & MEDIA MATERIALS

In 2011, the Series provided over 58 million ex-posures across BC, Canada, and North America

through television, radio, internet, magazines, newspapers, community programs, race gener-ated support materials, and other mediums. The following pages include a few samples of our 2011 media materials and initiatives.

Left: The Vancouver Canucks Official Green Men at the Vancouver event. Above: View of the Rockies. Bottom left: Swimmers take to the water in Vancouver. Bottom right: Subaru at the Westin Bayshore.

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promotional materials

SAUNDERS SUBARU VICTORIA TRIATHLON

SAUNDERST R I A T H L O N

Race Features Include: Choice of 3 distances: Sprint, Half Iron, Olympic (NEW!)

Are you a single-sport athlete? Build a Relay Team!

Scenic trail run looping Elk Lake Award Winning “Top 10 Greenest Triathlons in the World”

Cycle the beautiful Saanich Peninsula Saunders Family Walk, Kid’s Run, Expo, and more

A stylish technical K-Swiss race garment

“A Grassroots Canadian Classic”

June 17th, 2012

May 27 June 17 July 8 August 12 Sept 8

SHAWNIGAN LAKE VICTORIA VANCOUVER SOOKE BANFF

Join us for the most beautiful triathlon events on the planet

THE SERIES

INFO REGISTER VOLUNTEER WWW.TRISERIES.CAKid’s Run

Gotta be a kid to race this one…

All for fun, and fun for all!

Ivona Sop, Kid`s Run Captain

Friday, September 9, 2011 5 p.m.

in Ban�’s Central Park

Register on race day between 3 p.m. and 4:30 p.m.

Free for children ages 5-16

Ages 5-7 race 400m, ages 8-12 race 750m and ages 13-16 race 1.5km

The event includes awards, race bags and

healthy snacks provided by Danone!

ban�kidsrun@gmail.com www.triseries.ca/ban�/kids_run.php

|

2012 & 2011 poster, expo flyer and rack card samples.

|Sport&Lifestyle|Sport&LifestyleExpo|Expo||TheEvent|TheEventAUGUST5AUGUST56,2011|6,2011||Specifications||Specifications|

∅ ∅ ∅ ∅ ∅ ∅ ∅ ∅

∅ ∅ ∅ ∅ ∅ ∅ ∅ ∅ ∅

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60 Triathlon Magazine Canada January & February 2012

While the avid triathlon crowd in Victoria take the spectacular scenery and con-

ditions almost for granted, the rest of the Canadian triathlon community now has a great excuse to see what we’re missing. Designed to take full advantage of the West-Coast beauty of the Sooke area – last year more than 500 athletes from around the world enjoyed the Subaru Sooke Triathlon.

The race is part of the Subaru Western Triathlon Series. Included in the day of racing are a sprint, Olympic and half-Iron events.

The Olympic-distance was showcased on tsn last year. The event featured a $15,000 prize purse and an exciting “chase” format where the pro women were given a head start on the men. Brent McMahon overcame the 15-minute deficit to beat Amanda Stevens to the line, while Jeff Symonds rounded out the top three.

The Sooke area is just outside ofVictoriaand features lush evergreen forests, rain-forest, picturesque coastal scenery, rugged cliffs and sandy beaches. It is a haven for both leisurely and extreme activities includ-ing year-round charter fishing, scuba diving, windsurfing, hiking, zip-lining and surfing.

The race-course design manages to incor-porate some of the spectacular scenery. The closed bike course heads up the scenic Pacific Marine Circle Route with its unique coastal communities and ocean views. In addition to

West Coast Spectacular

Subaru Sooke Triathlon

the spectacular scenic Pacific Ocean vistas, the course also includes a run on to Whiffin Spit – a narrow one km trail where the Pacific Ocean surrounds the athletes on both sides as they run towards a lighthouse.

“This is one of the most beautiful places, and races, on the planet and we want the rest of Canada to see it,” says LifeSport’s Lance Watson.

In addition to all the racing action, the event also features a two-day sport and lifestyle expo, which is held at the official race hotel, the Prestige Oceanfront Resort and Conference Centre.

Information on the Subaru Sooke Triathlon and Subaru Western Triathlon Series is available at triseries.ca –KM

top Triathletes during the run segment on the Whiffen Spit at the 2010 Subaru Sooke Triathlon

above Amanda Stevens racing the 2010 edition

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finish line travel

print media

News                

 FOR  IMMEDIATE  RELEASE  

 

April  27,  2011

 

Series  Announces  New  Title  Sponsor;  New  Exciting  Features  for  2011  

Saunders  Subaru  new  Title  Sponsor  of  Victoria  Triathlon    

   Today  the  Subaru  Western  Triathlon  Series  team,  along  with  Vancouver  Winter  Olympic  Gold  

Medalist  Ashleigh  McIvor  (who  will  participate  in  the  Series)  and  Olympic  Triathlete  Brent  

McMahon  announced  exciting  new  features  for  the  2011  season,  including  our  new  title  

partnership  for  the  Saunders  Subaru  Victoria  Triathlon.  

   

“Bob  Saunders  and  his  family  have  been  involved  with  the  Series  since  the  beginning.  Without  them  

there  wouldn’t  be  a  Series”  said  Series  Director  Janet  Anderson,  as  the  new  Saunders  Subaru  

Victoria  Triathlon  was  unveiled.        The  Subaru  Western  Triathlon  Series  features  five  exciting  events  hosted  in  beautiful  locations  

across  Canada's  west  coast  and  Rocky  Mountains.    Athletes  of  all  abilities,  from  first-­‐timers  to  

top  elite  athletes  will  participate.    2010  was  an  exciting  year  for  the  Series  –  marked  by  the  

addition  of  the  highly  anticipated  Subaru  Banff  International  Triathlon!    The  Event  did  not  

disappoint  and  sold  out  months  before  -­‐  living  up  to  the  promise  of  being  the  world’s  most  

scenic  triathlon.    The  overall  Series  enjoyed  a  growth  of  51%  in  2010  with  nearly  4000  participants  

and  is  now  projecting  5000  in  2011  –  a  tremendous  increase  from  humble  beginnings  in  2007  

when  the  series  launched  with  only  750  athletes.  

 The  first  race  in  the  Series  at  Shawnigan  Lake  has  been  awarded  as  a  qualifier  to  make  the  

Canadian  Age  Group  Team  for  both  the  2011  Long  Distance  Championships  World  

Championships  in  Henderson  Nevada  and  the  2012  Long  Distance  World  Championships  to  be  

held  in  Northern  Spain.  This  year  the  Shawnigan  Lake  event  will  be  hosting  a  fundraising  dinner  

at  Camp  Pringle;  all  proceeds  will  help  send  kids  to  camp!  

 The  Subaru  Vancouver  Triathlon  continues  to  grow  quickly  after  being  rated  top  10  Urban  

Triathlons  on  the  planet  with  its  west  coast  beauty  yet  perched  right  on  the  edge  of  the  City.    

Vancouver  also  has  a  new  host  hotel,  the  Westin  Bayshore.    As  stated  above,  local  sport  

boosters  Saunders  Subaru  takes  over  the  title  sponsorship  of  the  Victoria  Triathlon  (formerly  the  

New  Balance  Half)  –  a  Canadian  favourite  in  its  16th  year.

 The  Subaru  Sooke  Triathlon  will  take  some  exciting  steps  this  year  with  a  60  minute  nationally  

televised  program.  Sooke  this  year  will  also  play  host  to  the  first  annual  Sooke  Sport  and  Lifestyle  

Expo  to  be  held  at  the  brand  new  Prestige  Hotel  and  Convention  Centre,  the  new  Host  Hotel.

 

Right: Article about the Sooke event in Janu-ary 2012 issue of Triathlon Magazine Canada. Below: Sample press release. Bottom right: Article about the 2011 Vancouver event in the Globe & Mail. Bottom left: Article from the Crag & Canyon Newspaper in Banf.

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race day: signage & apparel

Right: Logo on swim caps. Below: Volunteer t-shirts. Bottom right: 2011 men’s K-Swiss Shawnigan race garment. Bottom left: Awards and medals.

Left: Banner signage in the bike transition area. Middle left: Lamp post banner signs. Bottom left: Banner signage in race chutes. Right: LifeSport competitors and coaches in sponsor apparel.

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website & e-newsletter

Top: Website header with rotating logo. Middle right: Monthly Series newsletter. Left: The Series Facebook page. Bottom: E-Newsletter footer with sponsor ad.

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tv & radio coverageLeft: TSN filming from a helicopter over Sooke. Middle Left: Camera following competitors on the course. Bottom left: Local TV crews interview a competitor after race. Below: Olympic Gold Medal-ist Simon Whitfield competing at the Shawnigan event. Middle right: Media interviews competitor. Bottom right: Race coverage appears on Team 1040 Radio, based in Vancouver.

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press conferences & expos

Top left: Olympic Gold Medal Skier Ashleigh McIvor with an Aqua Sphere wetsuit at a 2011 press conference. Above: 1st, 2nd and 3rd place finishers with Blue bikes. Middle: Sponsor VIP pass. Below: 2011 Press conference at Saunders Subaru

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advertisments and other exposure: print & web

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Black Press Ad_outlines.pdf 1 6/16/11 3:14:05 PM

Top left: Shawnigan Lake event featured on Triathlete Magazin’s website. Above: Subaru ad featured on theSeries’ website and newsletter. Right and below: Sample 2011 newspaper ads.

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Farmfresh_SWTS_FINAL_TxtOutlines.pdf 1 4/28/11 2:57:02 PM

September 11, 2010

Central Park 10:00 a.m. – 1:00 p.m.

Kids Run – Friday, September 10, 4 p.m.

Free! Register between 1:30 and 3:30 p.m.

Come out and cheer for 750 athletes

from around the world!

This year Banff National Park celebrates its 125th anniversary

as the firstnational park in Canada. Discover unforgettable

experiences to add to your history.

www.triseries.ca/banff l Volunteers needed

Road Closures:

100 block of Banff Avenue & Buffalo Street (along Central Park)

Single lane traffic on Lake Minnewanka Loop. Expect traffic delays

on Friday, September 10 and Saturday, September 11.

For details: www.banfflakelouise.com/triathlon

ContactSubaru Western Triathlon Series

770 Sayward Rd Victoria BC, V8Y 1R2 250-220-2259

www.triseries.caevents@triseries.ca