Sometimes Public Relations Work Is Murder

No lock on the nitty-gritty when it comes to covering shooting deaths.
Think Local But Some Act Global

Over the past 17-years I have worked on many PR assignments, most (but not all) have revolved around the non-profit culture sector. It is not particularly financially rewarding work, but, the cause is usually just and you don't have to push dubious projects that people don't want or need (like the Irish diaper cream project I crashed and burned on).

Aside from assisting after a terrorist attack, and some pro-bono work I did for the legal team helping the mother of a murdered Jane/Finch student, I have stayed away from the gritty, painful side of crisis communications.

Today (Sunday August 31st) was different. So was Saturday.

On Saturday I spent 10-hours in the searing heat of summer, rescuing news crews stuck inside parade barriers within Toronto's mammoth Caribbean Carnival. When I wasn't doing that I was on the street herding sex crazedphotographers who seemed determined to get their long lenses cameras right into the nether regions of the thousands of women who played Mas at the Scotiabank Toronto Caribbean Carnival. A strange profession but it is typical assignment when dealing with the men and women who were cover the annual summer Long Weekend Parade.

The last hour of the day was stressful and dangerous, the attendance was over the top - one official told me 1.5 million. As the parade wound down, thousands of people breached the fences and drunkenly tried to get onto centre stage with the last of the performing Mas players in front of the judging stand on Lakeshore Drive. The police wanted to shut it down; I wanted to get the media out before they got to witness first hand, something really bad happening.

However, the show was allowed to continue - all bands made it onto the street and were judged at the review stand near the Ontario Place parking lot. Somehow we were able to keep the crowds back. The parade ended at 6.10 with only a few minor incidents. Heat. Dehydration. Alcohol.

I left just before 7pm, thinking that once again, the parade had "dodged a bullet". Might be true about the actual parade, but, the same can't be said for one man who was shot dead by the police an hour and a bit after the parade ended.

For a little while the police were quiet about the shooting and the media was unaware of what had happened on Lakeshore Drive. That didn't stop the social media. By the time I got to my home office I already had two cell phone pictures of the dead man lying in the street, sent to me. I also had a link to a cell phone video of the police and dead man.

While following people first hand comments on Twitter and from an associate who is better plugged into the Social Media scene, I was able to brief the festival executive and craft a response (posted on this blog) to the events of the evening before the first media had called.

This morning, the media was on the case. The Sun went big and bloody, the Star stuck to the facts. George Lagogianes at CP24 was tough, ahead of the pack, but respectful for the feelings of the victim’s families and for the devastated organizers of North America's largest Caribbean style event. The same can't be said about Global, who, pushed to try and get the head of the parade to meet her at the scene of the crime to talk on camera about the killing, presumably in front of where he died.

I normally don't push back at a reporter's interview request, but to suggest that we stand on the street in front of a chalked outline of body, seemed to me to be ghoulish. The deeply religious executive members of the parade were still in shock over what had occurred less than 24-hours ago. I refused the interview, telling the reporter that we were shocked at her request. She called to say I misunderstood her request. "I am not that kind of reporter,” said Jennifer Palisoc. " I thought you said that you and Chris (the parade's CAO) were on the Lakeshore!"

I hadn't said we were on the Lakeshore (you can read the exchange below) and told her that I didn't believe her when she said she wasn't "that kind of reporter". I declined the interview. But, after an apology I did set up a streeter in front of a floating restaurant on the Queens Quay. The reporter was curt, didn't talk to me nor shake hands with the man she was to interview. However, the taped exchange did sound fair and balanced.

Later in the day, a female CBC TV reporter managed to dig up a number of long-refuted Sun newspaper stories about murder events that had nothing to do with the parade and attempted to link them to yesterday's tragedy. With titles such as the pre-Caribana murder (a young black make is murdered at a church party in another city 2-weeks before the parade), the Caribana murder (a young black mail skips out of the parade with his friends and two days after the parade is beaten and drown by his companions in Pickering) and the Four Seasons Caribana Murders (two black men, suspected crime syndicate drug dealers, are gunned down in Yorkville over the Caribana weekend) this female reporter was trying to get the festival spokesman to link the event to last night's murder.

When it was pointed out to the reporter that she was simply reading out questions about events that she knew nothing about (she had a list of questions that someone else had penned for her) and that the stories had been labeled raciest by journalists including at least one CBC reporter, she told us that she knew all about racism first hand. " I am from Turkey. I am from Muslim. "

To her credit, the reporter agreed that she would read up on the incidents and advise the newsroom of my objections. She reshot the questions. Waiting to she if is thinking locally or acting Globally.

Global TV tries to get the head of the Caribbean Carnival to conduct an interview at last night's murder scene. E-mail exchange in reverse.

-----Original Message-----
From: "Stephen Weir"
Date: Sun, 31 Jul 2011 14:27:12
To: Jennifer Palisoc

Here is our exchange: show me where I said I was on the lakeshore. You are the one suggesting we go the murder scene -- no alternatives given
------Original Message------

From: Jennifer Palisoc
To: Stephen
Subject: Re: Interview
Sent: Jul 31, 2011 10:10 AM

My apologies. That was not my intent. Where would you like to meet? We can definitely schedule another location.

Jennifer Palisoc
Reporter, Global News

----- Original Message -----
From: Stephen Weir [mailto:sweir5492@rogers.com]
Sent: Sunday, July 31, 2011 09:59 AM
To: Jennifer Palisoc
Subject: Re: Interview

No, to scene of crime (that is really sick-weird). Think maybe we will give this interview a pass -- we don't have the mind set that you obviously do.

------Original Message------
From: Jennifer Palisoc
To: Stephen
Subject: Re: Interview
Sent: Jul 31, 2011 9:39 AM

Okay, we will be there at noon. Shall we meet right on scene of the incident? Thank you.
Jennifer Palisoc
Reporter, Global News

----- Original Message -----
From: Stephen Weir [mailto:sweir5492@rogers.com]
Sent: Sunday, July 31, 2011 09:29 AM
To: Jennifer Palisoc
Subject: Re: Interview

Yes if you would like. Will be at Ontario Place at noon to the end of day. Chris, the head of the festival, is at Fletcher's Field for the carnival rugby match at 1pm. He will return to Ont. Place at 2.30

------Original Message------
From: Jennifer Palisoc
To: stephen weir
To: Chris Alexander
Subject: Interview
Sent: Jul 31, 2011 9:05 AM

Hello,

We arrange an on-camera interview today?

Thanks,
Jen
Jennifer Palisoc
Reporter, Global News

Cutline - crowd scene top
George Lagogianes (CP24) interviews Festival organizer's Chris Alexander and Denise Herrera Jackson about the shooting.

Statement from the Caribbean Carnival with regards to a fatal shooting this evening

A Statement from the Caribbean Carnival

The Toronto Caribbean Carnival is aware that a fatal shooting took place this evening near the Festival parade along Lakeshore Blvd. CEO Denise Herrera Jackson and CAO Christopher Alexander are both shocked and deeply saddened by the news of the lose of life.
"We are saying prayers for the injured and the dead," said Ms. Jackson. " Our festival is about love and community, and to have this happen so close to our event is devastating. We work so hard to make our event safe and family friendly, it is unthinkable that such a thing could happen."
The Toronto Caribbean Carnival held its annual parade today. The parade, which involved over 17,000 performers and musicians, officially ended at 6.20 with the announcement of the prize winners from the parade.
" The shooting occured about an hour after we closed up our operation," said Mr. Alexander. " Most of our staff had left the grounds when were heard the sirens. I went immediately to the site, but, was unable to learn very much about what occurred this evening. We have a very good relationship with the Toronto Police and we trust that details of the what occured today will soon be made public.
The Toronto Caribbean Carnival had over 250 security officers from 5-different firms (including Metro Toronto Police pay duty officers) working on the 4.5 km parade. The police cooporated very well with us to ensure that the parade was safe and successful.

For further information

Stephen Weir
4160489-5868

ScotCaribbean Carnival Kicks Off Celebration at Toronto Pearson

SCOTIABANK TORONTO CARIBBEAN CARNIVAL

ATTENTION:

City, Assignment, Photo, News, and Lifestyle Editors
Media Advisory/Invitation July 21, 2011
Caribbean Carnival Kicks Off Celebration at Toronto Pearson

- Chef Roger Mooking, the Bahamian Junkanoo Legends and Steel Pan Players Welcome Guests -

Toronto, ON – Get ready to jump up Toronto! In celebration of the Scotiabank Toronto Caribbean Carnival 2011, Toronto Pearson is welcoming guests in style to the city’s world renowned celebration of Caribbean culture. On July 27, Toronto Pearson will transform into an island oasis, bringing the best of Caribbean music, food and culture to Canada’s premier airport.

As part of Toronto Pearson’s renewed focus on guest experience, media are invited to jump start the Scotiabank Toronto Caribbean Carnival weekend while the airport surprises and delights guests arriving into Terminal 3 with Toronto chef Roger Mooking, and the world renowned Bahamian Junkanoo Legends from the Bahamas on hand to entertain Scotiabank Toronto Caribbean Carnival guests as they arrive in Toronto.

WHAT’S HAPPENING?

1. Performance by world renowned Bahamian Junkanoo Legends from the Bahamas that starts at departures and will make its way to arrivals in Terminal 3. Band member John Zonicle will be onsite and available for interviews.

2. Sampling of Caribbean fare, including salt cod fritters prepared by one of Canada’s premier chefs, Roger Mooking, available for interviews by appointment after the demonstration

3. Steel Pan Players

4. Interviews with Toronto Pearson and the Scotiabank Toronto Caribbean Carnival representatives

DATE: Wednesday, July 27
TIME: 3:45 p.m.

· 3:45pm – The Bahamian Junkanoo Legends start at Terminal 3 departures, performs en route to Terminal 3 arrivals

· 4:00-4:15pm – The Bahamian Junkanoo Legends arrive at stage area in Terminal 3 arrivals

· 4:15pm – Roger Mooking cooking/demo/sampling

WHERE: Toronto Pearson, Terminal 3, International Arrivals. For drivers, park in the Terminal 3 garage and you will be given a parking voucher at the event. Directions to Terminal 3 parking can be found here: http://www.torontopearson.com/en/toandfrom/directions/

WHO:

Roger Mooking has earned a reputation as one of Canada’s premier Chefs by developing a culinary philosophy built on perfect execution of globally inspired culinary traditions. As a third generation restaurateur and chef he began his formal training through the George Brown Culinary Management Program where he earned Top Student Honors diploma and is now the Chair of the Professional Advisory Committee.

Roger continued his training at Epic Dining Room in Toronto’s world renowned Royal York Hotel before co owning and consulting on many food and beverage operations.

He is the Host and Co-Creator of his own internationally broadcast television series Everyday Exotic. He is also the Co-host of the upcoming series Heat Seekers airing on Food Network Canada.

In addition he is the recording artist and creator of Soul Food; a unique food and music project released by Warner Music. For Roger, music and the epicurean world are seamless. One feeds the body, the other the soul; it is all food in all its various forms.

The Bahamian Junkanoo Legends: born from a group of Bahamians missing Junkanoo music - the sweet sound of their home. This group simply wanted to share the most recognizable culture and distinct music from the country of their birth to their new home. After a 20 year absence from the Festival's parade, the Association of Bahamians in Canada have resurrected the core group with a contingency of 50 "Legends" flying up from the Bahamas.

About Scotiabank Toronto Caribbean Carnival

The Scotiabank Toronto Caribbean Carnival is an exciting three-week cultural explosion of Caribbean music, cuisine, revelry as well as visual and performing arts. Now in its 44th year, it has become a major international event and the largest cultural festival of its kind in North America. As Carnival is an international cultural phenomenon, the great metropolis of Toronto and its environs will come alive as the city explodes with the pulsating rhythms and melodies of Calypso, Soca, Reggae, Chutney, Steel Pan and Brass Bands. The Festival Management Committee oversees the running of North America’s largest outdoor festival.

Corporate sponsors of this year’s festival include: Scotiabank, The Toronto Star, Sway Magazine, The Grid, CTV, CP-24, The Canadian Federal Government, The Province of Ontario, City of Toronto, Tourism Toronto, The Greater Toronto Airports Authority, Ontario Place, Royal Ontario Museum, Ontario Science Centre, Toronto Public Library, Yorkgate Mall, Liberty Grand, FLOW FM, The Caribbean Camera Newspaper, Toronto-Lime.Com, Urbanology Magazine and Grace Kennedy Foods.

For complete listing information, visit www.torontocaribbeancarnival.com, the only official website for the Festival. Scotiabank Toronto Caribbean Carnival Festival Office is located at 263 Davenport Avenue. Lower Level, Toronto, Ontario, Canada: Tel., 416-391-5608; Fax, 416-391-5693; Email: info@torontocaribbeancarnival.com

About Toronto Pearson International Airport

The GTAA is the operator of Toronto Pearson International Airport, Canada's biggest airport and one of the largest airports in North America in terms of passenger and air cargo traffic. In 2010, Toronto Pearson handled an estimated 31.9 million passengers and is ranked 4th largest in international passenger traffic in North America. The focus of the GTAA continues to be on competitiveness, growing the airport's status as an international gateway, meeting the needs of our guests and ensuring the long-term success of the organization, our airline customers and the regional economy.
CUTLINE:
Top: Celebrity cook Roger Mooking hit it out of the park while cooking on CP24 (and shamelessly promoting the GTAA taste of the carnival.
Bottom: Mas Dancers stand behind Mooking's spread for Breakfast TV.

For more information, contact:

For Scotiabank Toronto Caribbean Carnival:
Stephen Weir
Stephen Weir & Associates
stephen@stephenweir.com
416-489-5868; 416-801-3101

Craigg Slowly
Stephen Weir & Associates
CraiggSlowly@gmail.com
416.333.6781

For Toronto Pearson International Airport:

Noor Marzook
Edelman
noor.marzook@edelman.com
416-849-8914


Issued By:

Stephen Weir
Stephen Weir & Associates | stephen@stephenweir.com
or sweir5492@rogers.com
2482 Yonge Street, Unit 45032, Toronto, ONT.
CANADA. M4P 3E3
Tel: 416-489-5868 | cell: 416-801-3101
www.stephenweir.com

Read charities into this Scotiabank Toronto Caribbean Carnival

Scotiabank Toronto Caribbean Carnival announces programmes that benefit from Friday Night's Gala Fundraiser at the Liberty Grande (CNE Grounds)

(Toronto) – In partnership with the Toronto Public Library Foundation, STCC presents an evening to celebrate the Culture of Carnival, recognize 5 key contributors and to raise funds for the Dr. Rita Cox Endowment Fund. The Rita Cox Endowment Fund for Black and Caribbean Heritage supports The Rita Cox Black and Caribbean Heritage Collection at the Toronto Public Library. The Collection features more than 16,000 print and audiovisual materials for adults, children and teens about the black and Caribbean experience with special emphasis on Canadian material. The collection is available at convenient library locations across the city: Parkdale, Yorkwoods, Malvern and Maria A. Shchuka branches.

This year 4 STCC Tribute Awards will be presented to Glenda Bostic for her dedication and commitment to furthering calypso through the Organization of Calypso Performing Artistes, John Kam – a veteran involved in production of the festival for over 25 years, Pat “Panman” McNeilly – a dynamic contributor to both calypso and steelband in Canada and the late Elton “Smokey” John who will remembered by all from inception of the festival in 1967 to the formation of the Toronto Symphony Steel Orchestra and the making of pans in Toronto. The Kathy Searles Volunteer award will be presented to Frances Lochan, Event Manager of the King & Queen event which takes at Lamport Stadium each year.

Host for this year’s gala dinner program is Itah Sadu – owner of A Different Booklist. Itah is an author and storyteller who shares the rich oral traditions of the Caribbean, Africa and Canada with her audiences and is well known to Toronto Public Library and the Dr. Rita Cox Endowment Fund. Entertainment include the reigning Calypso Monarch “Macomere FiFi”, D Juiceman, Hummingbird Tassa Group, Pan Fantasy Steel band. The jum-up starts at 9:30 pm featuring DJ Desmond Peters from Wack Radio in T&T and a live band “The Vibes”.

On Friday, July 22nd, the Liberty Grand Complex (Toronto’s CNE grounds) will be transformed into an island of sensational colour, rhythmic vibrations and exotic extravagance. It will be dinner for over 500 guests featuring the melodious sounds and culinary splendor of the Carnival through music, costumes, magnificent dinner program and fundraising activities such as silent auction, swag bags and CRA approved donations box.

Tickets are now available and can be purchased at the Festival Management Committee’s downtown offices 263 Davenport Avenue. Lower Level) or on-line at http://www.torontocaribbeancarnival.com . Doors open at 5.30 pm for cocktails and the sit-down dinner begins at 7.30 pm. Tickets - $160 / Table -$1,600.

About Scotiabank Toronto Caribbean Carnival

Produced by the Festival Management Committee, Scotiabank Toronto Caribbean Carnival Festival is an exciting three-week cultural explosion of Caribbean music, cuisine, revelry as well as visual and performing arts. A major international event and the largest cultural festival of its kind in North America – Scotiabank Toronto Caribbean Carnival is an international cultural phenomenon, the great metropolis of Toronto and its environs will come alive as the city explodes with the pulsating rhythms and melodies of Calypso, Soca, Reggae, Chutney, Steel Pan and Brass Bands.

Corporate sponsors of this year's festival include: Scotiabank, The Toronto Star, CTV, CP24, Flow 93.5, Eye Weekly, The Federal Government of Canada, The Province of Ontario, The City of Toronto, Tourism Toronto, The Greater Toronto Airports Authority, Ontario Place, Royal Ontario Museum, Ontario Science Centre, Toronto Public Libraries, Yorkgate Mall, Liberty Grand Entertainment Complex & Liberty Entertainment Group, The Caribbean Camera Newspaper, Toronto-Lime.Com, and Grace Kennedy (Ontario) Inc.

Photo - Two CBC guests at the 2008 Gala.

MEDIA: You are welcome to cover BUT you are not guaranteed a meal. PLEASE confirm with Stephen Weir. 416-489-5868 . Ontario Minister Best and Federal Minister Kent will be speaking at the Gala.

For Further Information, contact

Stephen Weir Stephen Weir & Associates
stephen@stephenweir.com 416-489-5868; 416-801-3101

Big Route Change for the Big Parade. Tuesday July 12 presser with entertainment and costumes. City Hall Noon

MEDIA ALERT

STILL JUMPIN’ – THE LAUNCH OF THE SCOTIABANK TORONTO CARIBBEAN CARNIVAL, NATHAN PHILLIPS SQUARE
Tuesday, July12th 2011
Noon – 2pm

Official Launch for the Carnival at Nathan Phillips Square
Provincial Minister of Tourism and Culture – Michael Chan
Big Changes To The Big Parade to be Announced
Mas Dancers, Calypso Performers, Soca Music and More

LATE BREAKING BULLETIN - I HAVE BEEN TOLD THAT RUNNER LERONE CLARKE WILL BE AT THE KICK-OFF TODAY Lerone Clarke AT NATHAN PHILLIPS SQUARE

What: 2011 is kicking off the 3-week summer festival at Nathan Phillips Square. The NOON HOUR launch showcases the many events that will entertain and energize Toronto. Speeches. Musical performances. Dance troupes and dancers in Mas costumes. Calypso singers. Soca music. Pan orchestra.

Location Note: The launch is at City Hall NOT the David Pecaut Sq as previously announced

Why: Scotiabank Toronto Caribbean Carnival is an important tourism event. It annually brings hundreds of thousands of tourists into the city. This year, the parade route is being changed!!
Announcement on Tuesday. New Media Partner to be announced. New events to be announced.
Who: Scheduled to speak – The Honourable Michael Chan, Councillor Joe Mihevc and festival CFO Chris Alexander. Other dignitaries will be announced soon
When: Media tent opens at 11.30am. Last chance for media to register for the big parade.
Speeches 11.59 am to 12.30 pm. A cavalcade of entertainment until 2pm.
Where: Nathan Phillips Square. Queen Street -- Toronto City Hall.
How: All media are welcome to cover the event. www.torontocaribbeancarnival.com. The public is encouraged to attend this FREE EVENT

PICTURED: 2010 Parade - by Layton Wang-Wu

-30-

Media Contact

Stephen Weir, Publicist Craigg Slowly, Publicist
stephen@stephenweir.com craiggslowly@hotmail.com
Toronto Office: (416) 489-5868
Cell: (416) 801-3101

What does a publicist do? Muse on when is the best time to try to have dialogue with the media

TIME ORACLE AT WORK

A publicist does very little real work in any given week. Oh, we are busy busy busy but .... We tell people what they know. We make calls and send emails to people who don't want to hear from us. And we worry about the what ifs and the why nots. About the only true work that we do is to give sage advice, based on experience, as to when and where media announcements should be made.
Don't do it on a Friday or a Monday. Never on Weekends. Avoid doing anything during the Film Festival. Never hold a media event at a location you need a GPS to find and never never never hold a press conference after 4pm.
Of course there are always exceptions. Only last summer we held a media tour of a secret art vault in a secret location, and the response was overwhelming.
I have been advising Scotiabank Toronto Caribbean Festival, or Carnival or Scotiabank Caribana, about holding the annual July 15th media kick-off to the festival. We usually hold it at City Hall in Toronto and we get hundreds of media covering the event. Women and Men in costume, Entertainers. Speeches. Spectators by the thousands. This year the location has to be moved.
Initially the Festival wanted to work with Harbourfront to stage the event on the waterfront. Not a great idea. Harbourfront wants revenue and attendance but has strict marketing agreements in place (our sponsor CTV can't hang banners because CBC owns the rights ... etc), extreme unionized set-up/security costs, no parking and an unwillingness to let the Festival have its launch during business hours. (Harbourfront insisted on a 7pm start).
I convinced the organizers not to hold the July 15th media launch at Harbourfront. Meetings were held and I learned yesterday that the Launch would be held at the new David Pecault Square on King Street (beside Metro City Hall) across the street from the CBC. Great location. Easy to reach. No logo strings attached.
A Publicist's Dream? No. The launch has been set for 5pm. Aghh. It is rush hour downtown, all media trucks will be tagged and towed, and office workers rarely pause on their rush out the door to catch the red rocket, the Go train or the King St street car.
It is all about timing. Here is a note I sent out to the Launch committee in respect to the timing of a media event. The matter has not be resolved.

Regarding the proposed Pecault launch.

My comments are soley based on how the media works in Toronto. These are the same comments I sent out when it looked like we would have an evening launch at Harbourfront. I wish I could change my message but the reality is that unless we have a really really really big name on stage, the 5pm event will get little media coverage.
To get the most media coverage possible, you hold events when most of the media is working. You also hold it where the media can easily reach. That is why almost all media conferences and launches are held in downtown Toronto between 9am and 2pm Monday to Friday.
Basically the vast majority of journalists, videographers, photographers etc work an 8 hour day, usually 8 to 4. Most daily newspapers expect their reporters to file before 5pm. Most of the name journalists/broadcasters only work Monday to Friday. We also have 4 community papers that come out on Wednesdays or Thursdays. For the Wednesday paper, they have to file very early on a Tuesday.
Media do keep staff on the job after 5pm but they are usually specific beat reporters/new/students/B-team and don't command much space/time on the reports they file. By 5pm, all the soft news for print and broadcast have already been lined up.
If we proceed with the 5pm roll out we will get CP-24, CFTO (probably live), Toronto Star, Toronto Sun, Lime and probably the Caribbean Camera. If the event is at noon we will get 40 or more media covering the event. Last year we had 100 register at the media tent.
Without the media covering the event, is it worth the expense to put on a show for a 1,000 spectators?
Last Friday night the cash rich, super connected Lumanito had an opening event at the David Pecault Square - 7 pm. Free. Media was invited to cover. How many people reading this posting were aware that this event was held and do you think it was a successful media event?

Scotiabank Caribana has been laid to rest - long live Scotiabank Toronto Caribbean Carnival (or is it Caribbean Carnival Toronto)

New Name: Scotiabank Toronto Caribbean Carnival Turns Up the Heat this Summer. Same Festival. Same Vibe!

pictures from the presser

On May 25th The Festival Management Committee announced a new name to the Festival that has captured an audience of more than 1.2 million people annually on the August long weekend: The Scotiabank Toronto Caribbean Carnival.
The Scotiabank Toronto Caribbean Carnival (STCC) will be back in July with the same line up of events featuring the Toronto Mas Band Association, the Organization of Calypso Performing Artistes and the Pannists, as well as an array of new programming leading up to the Parade on July 31st.
“This is the 44th year for the Parade, and all of the participants are preparing for another major turnout of attendees this summer,” said Denise Hererra Jackson, CEO of the FMC. “Rebranding ourselves as the Scotiabank Toronto Caribbean Carnival helps us resolve any ongoing trademark issues around the old Festival name, and allows us to move forward with an exciting program that will appeal to members of the community of all ages.”

“The Festival is an important summer celebration of diversity through arts and culture in Toronto and as such, is important to the roots of this city,” said Chris Alexander, CFO of the FMC. “The Scotiabank Toronto Caribbean Carnival will continue to grow and meet the needs of the attendees, while reinforcing its relationships with the Toronto community, its sponsors and other stakeholders.”
In addition to its commitment of title sponsor, Scotiabank and the FMC announced today they will donate a total of $2,500 in prize money to the Pan and Calypso competition, with the first place performers receiving a $1,500 prize, $1,000 to second place and $500 to third place.
“Scotiabank’s partnership with the FMC opened an exciting new chapter for the Bank – given our extensive presence in the Caribbean and the importance of this event to the City, our customers and our employees, this event is a natural fit for us,” said John Doig, Scotiabank Senior Vice-President, Toronto Region. “Today we have come together to reinforce our support for the Festival Management Committee – their decision to rename the Festival the Scotiabank Toronto Caribbean Carnival reflects our diverse and multicultural communities. We’re looking forward to a great festival!”
The STCC has released the official programme for the summer festivities today, and festival goers will see new additions, including a sports component featuring athletics of the Rugby League. Programme details can be found in the backgrounder and a new name and logo will appear in all marketing materials as well as on the revised interactive website, www.torontocaribbeancarnival.com.
About the Festival:

The Scotiabank Toronto Caribbean Carnival is an exciting three-week cultural explosion of Caribbean music, cuisine, revelry as well as visual and performing arts. Now in its 44th year, it has become a major international event and the largest cultural festival of its kind in North America. As Carnival is an international cultural phenomenon, the great metropolis of Toronto and its environs will come alive as the city explodes with the pulsating rhythms and melodies of Calypso, Soca, Reggae, Chutney, Steel Pan and Brass Bands. The Festival Management Committee is responsible for the managing and staging of North America’s largest outdoor festival.
Corporate sponsors of this year's festival include: Scotiabank, The Toronto Star, Sway Magazine, The Grid, CTV, CP24, The Federal Government of Canada, The Province of Ontario, The City of Toronto, Tourism Toronto, Mobilicity, The Greater Toronto Airports Authority, Ontario Place, Royal Ontario Museum, Ontario Science Centre, Toronto Public Libraries, Yorkgate Mall, Liberty Grand Entertainment Complex & Liberty Entertainment Group, The Caribbean Camera Newspaper, Toronto-Lime.Com, and GraceKennedy (Ontario) Inc.

The Scotiabank Toronto Caribbean Carnival Office is located at 263 Davenport Avenue, Lower Level; Toronto, Ontario, Canada, M5R 1E9. Contact info: Tel: 416-391-5608; Fax: 416-391-5693; Email: Stephen@stephenweir.com CUTLINES:
Top: Press conference was held on an empty floor of the Scotiabank Tower in downtown Toronto. Over 55 journalists representing media outlets in 5 different countries, crowded onto the 59th floor to learn the new name of Scotiabank Caribana.
Second from top: The festivals CFO, Chris Alexander introduces the new name: Scotiabank Toronto Caribbean Carnival. Too bad the artwork on stage had a slightly different name that was instantly picked up by the press.
Second from bottom: I spent much of the press conference on the ground level of the Scotiabank Tower, registering guests near the elevators. I did get to watch the events unfold in the nearby coffee shop which ran a live feed on CP24. Scotiabank vice-president John Doig is on screen.
Botom: over a dozen mas camp models attended the presser and assisted with the photo sessions. Two models are from Tru Dynasty.
For more information about the programs and events, please visit the festival’s official website at www.torontocaribbeancarnival.com.