CASE STUDY

January 13, 2007 was designated ‘Hockey Day in Canada’ by the CBC. St. Michael’s College School in Toronto chose that day to celebrate the 100th Anniversary of Hockey in the school curriculum.

Hockey has a special place in the heart of St. Michael’s, with the largest number of NHL alumni of any school, anywhere in the world– 170 individuals to date. They wanted to celebrate and promote this extraordinary achievement as part of the CBC Broadcast.
Mike McCarron, Chairman of the Hockey Day Committee, contracted Spark to help him pull off one of the largest public relations events in St. Michael’s history.

The initial challenge was coordinating the large number of enthusiastic volunteers, assigning roles and developing team responsibilities. Spark then managed the logistics of producing an entire day of presentations, ceremonies and games, working with the CBC team to bring the festivities live to air. The audience of over 1600 people in the school arena had an exciting and enjoyable experience, celebrating the history of the school and their hockey legends with the many celebrity guests who were featured throughout the event.