CANADIAN NATIONAL EXHIBITION HIRES FIELD DAY FOR 128TH ANNUAL FAIR


"The CNE experience is truly unique and our goal is to deliver that experience via all aspects of the marketing campaign – the creative execution, the messaging and the media mix."

Andrew Arntfield
President
Field Day Inc.




(TORONTO) March 23, 2006 - The Canadian National Exhibition (CNE) today announced the appointment of Toronto-based Field Day Inc. as creative agency for all brand and marketing materials both on and off-line. At the same time, Gaggi Media Communications Inc. has been hired by The EX to design the 2006 media plan and to implement the media buy. The two companies submitted a joint bid and were selected from the original list of 37 respondees to the CNE's advertising agency RFP.

Field Day is a full service advertising agency that has worked with such clients as Maple Leaf Sports & Entertainment Ltd., Molson Sports & Entertainment Ltd. and Metro Toronto Convention Centre. Gaggi Media Communications brings a wealth of experience to the table working with The Globe and Mail, Maple Leaf Sports & Entertainment Ltd. and BMWís Mini Cooper to name just three. Holmes Creative Communications will continue to manage all media relations and promotions for the CNE. C3 Online Marketing, will be working with the CNE Marketing Department, headed by Karen Lynch, with a focus on the creation of the CNEís new website, as well as the development of on-line and customer-interactive marketing systems and services.

As the CNE grows and evolves, the "experiential" nature of the CNE remains one of its primary attributes. Its eclectic mix of entertainment and attractions offers a fun-filled experience for people of virtually all ages and backgrounds. This coming summer will see a marketing plan that includes a revitalized brand image, broader on-line ticket sales, and targeted, customer-focused communication.

"The CNE experience is truly unique," said Andrew Arntfield, President of Field Day Inc., "and our goal is to deliver that experience via all aspects of the marketing campaign – the creative execution, the messaging and the media mix."

"The diversity of targets and program offerings of the CNE are the challenges media people live for. We are excited to be a part the team that will continue to revitalize this very intrinsic Toronto landmark event," said Laura Gaggi, President of Gaggi Media.

"Selling the CNE has always been a team effort. We are pleased and excited to welcome Field Day and Gaggi to join with Holmes, C3 and our own staff team, a remarkable team for a remarkable community event," said David Bednar, CNE General Manager.

This year, the CNE takes place from August 18 to September 4, 2006. The CNE Horse Show and its Casino open July 31st and continue throughout the fair.

Established in 1879, the CNE is one of North Americaís largest annual fairs and a valuable Ontario attraction. A recent Economic and Fiscal Impact Analysis by the Ontario Ministry of Tourism and Recreation revealed that The EX attracted more than $48 million to Toronto and more than $66 million to Ontario. The CNE annually welcomes more than a million visitors every year. For more information, visit the CNE website at www.TheEx.com or call 416-263-3800.



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