Worth : 25%

a.Type of event(including definition of the type of event)

b. Scope and objectives of event
c.Description of event
d.Marketing activities/target market
e. Revenue acquisition
f. Implications and impacts of the event

The presentation should be no more than 20 minutes in length, with 5 minutes allocated for
questions/discussion (25 min. total)

You will be required to submit a hard copy of the written summary of the presentation with
appropriate references and e-mail a copy of the powerpoint presentation. The powerpoint
presentation will be posted on Blackboard for the class.

The full form of CNE is Canadian National Exhibition. CNE is a community event. A
community event is any planned gathering on public or government property consisting of 50 or
more people. CNE is the only event which has other different events within a big event. CNE is
also one of the top 5 agricultural fairs in North America (CNEA, n.d.).
Scope and Objectives:

The Canadian National Exhibition Association states that their vision is “Inspiring Canadian.
Creating Memories” and their mission is “To enrich our community by celebrating the past,
showcasing the present, promoting the future.” With such a rich history dating back to 1879 the
CNE strives to keep the original purpose of the event intact, while adding new and fun
experiences for the guests attending. The origins of the CNE being an agricultural fair are still
intact with the showcase of livestock and presence of farmers, food vendors, clothing makers and
artists, being amongst some of the vendors that are present today.

The objectives for the event are to celebrate our history while striving to look forward to the
future and to ensure everyone who attends a fun filled day where they can eat, attend shows and
concerts, go on rides, play games and visit local artisans and farmers. The CNE lists their values
as follows: Fun, Respect, Stewardship, Accountability, Embrace learning and innovation, Loyal
to our history and traditions, client focused, excellence, inclusivity, diversity, accessibility,
reconciliation. The CNE sets it’s objectives as embracing and celebrating the history of our
nation, providing fun and entertainment to all the attendees with an incredible value for money,
and providing jobs for youth.

Description

CNE is North America’s largest annual community event and fair. It was founded in 1879 as the
Toronto Industrial Exhibition then changed its name to Canadian National Exhibition making it a
140 year old event. CNE is a non-for-profit organization. People come here to experience the
latest innovations and to engage in collective community celebration. CNE offers 18 days of
entertainment, concerts,food, shopping, rides, games, exhibitions, a three day air show and much
more. CNE showcases the best that Canada has to offer in agriculture, industry, technology,
fashion, consumer products and arts and culture, therefore it was known as “A show Window of
the Nation.” CNE is not only the leader in the event industry but is also the largest and one of the
longest running annual events in Canada (CNEA, n.d.).

It takes a great deal of time and money to set up an event like this. It is an event that attracts
more than 1.5 million people on its 192 acre site over 18 days. Planning for CNE is more than a
year in the making with it’s 1.4 million square feet of indoor space. Some of things are used to
make CNE event are as follows: 500 tons of sand, 8,500 plants, 850 benches and 175 muskoka
chairs, 547 banners and signs, 350 picnic tables, 277 tents, 172 games and rides, 56 ticket selling
locations at 10 access points, and much more. Putting all this together is a science in itself. This
event happens annually and magical appears every year on toronto’s late summer landscape.
Even though the CNE has changed over the year, it still remains a vibrant and popular Canadian
tradition (CNEA, n.d.).
Target Market

a) Based on age category, the primary target audience for the CNE is for adults (24 years
old to 54 years old) with children 12 years old and under.

b) Based on current living condition, the target market mainly focuses on single on own or
with family, couple with no children and couple with children.

c) Based on place of residence, CNE want to draw attendance by Canadians audience in

general, especially the growing population of new Canadians, and focuses on
Torontonians and Greater Toronto Area visitors (including major cultural communities),
residences within Ontario province. Moreover, they also want to reach to the US border
visitors. Besides, the target market in CNE 2018 is also for Asian visitors, particularly
Chinese visitors in order to celebrate 2018 – Canada – China Year of Tourism.

Marketing activities of CNE 2018

The Canadian National Exhibition is Canada’s Oldest and largest fair attracting over 1.5 million
people over 18 days each summer (Celebrating 140 Years of History, n.d). CNE’s long history as
well as its reputation, the high expectation of the visitors, the changes in interest of audience,
overcome the powerful memories of the Torontonians of the CNE of their Youth and the
growing diversity in Canada are all the key challenges in holding this event. CNE 2018 marks its
140th Anniversary of the Association and celebrates the year of Canada – China Tourism with
lots of new and traditional activities, which is expected to be one of the best fairs in history. Here
are CNE 2018 Marketing Activities:

a) The 2018 Advertising Creative:

•Continue using “Let’s go to the EX” as CNE primary campaign tagline

•Convey the emotion and experience of CNE by using real images, videos captured real
people (children, friends, family) having fun together in annual introduction video,
poster, etc.
 •Emphasize on the Value for Money and All Events Free with Admission to push the
CNE’s major attractions in print, online, and targeted radio advertising

b) The 2018 Media Buy for the fair:

•Advertising on Radio, Out of Home (GO – TTC /train/bus/stop/station), Print and
Online Advertising on social media (Facebook, Instagram, Twitter), direct mail, guerrilla
marketing, venue collateral and signage (Canadian National Exhibition, 2018)

c) The current CNE international marketing plan is first targeted to visitors from US border
city, it uses a media relations campaign to travel and entertainment writers and bloggers,
cooperate with Tourism Toronto and Attractions Ontario, etc. In 2018, CNE applied
discount campaign of 50% off CNE gate admission for those who bring their Erie County
Fair 2018 (The Largest Fair in New York and the third largest country fair in the United
States) ticket to CNE.

d) A Media Plan is developed separately for the out-of-town advertising campaign

especially for the Asian audience for some new activities to celebrate 2018 – A year of
Canada – China Tourism.

e) The Media Relations Campaign for 2018 like other years focuses on Value for Money by
showcasing the major of CNE attractions that Free with admission, and especially be
placed on what is new at the fair in 2018.

f) Major promotions for CNE 2018:

•Opening Day Deal (August 17th 2018), admission for all ages $10.
•Kid’s Toonie Monday (August 20th and 27th only), admission for kids accompanied by
a paying adult is $2.00
•In 2018, CNEA launched a new initiative that made 20,000 free passes available for
people who face such barriers by partnering with the Government of Ontario and the City
of Toronto. (Community Passes, n.d)
•CNE 2018 offers Free Admission Between 10:00AM and 1:00PM on two days August
28th and August 29th.
•CNE offers $15 per ticket (regular price is $19.99) plus $1.99 service fee when
purchasing online at www.theex.com until August 16th 2018, which push the visiting for
the main CNE website.
•In the Public Relations campaign, the CNE also offer CNE tickets for $15 at more than
300 selected grocery stores, drug stores and Canadian Tire locations in Toronto and
GTA.
•CNE 2018 continues the discount that $9/ticket after 5:00PM from Monday to Thursday
(excluding Labour Day).
 •$19.99 admission for all ages on weekdays between 10:00AM and 1:00PM. Full refund
when existing before 2:00PM.
•CNE 2018 offers free kid’s admission for children ages 5 to 13 when the parents bring
home a 2018 Fun Pass in June.
•CNE 2018 continues the Corporate Rate at $14 in advance online until August 16 and
$15 thereafter.
•CNE 2018 offers CNE’s Valentine’s Day Gift Card in early January 2018 (including
admission for two guests, all ages, one-way trip o CNE Skyride for two with $40).

g) Online initiatives play a significant role in Marketing plan. The CNE website – the
central engine of communication is updated for clear instruction. Besides, the CNE 2018
is still looking to upgrading the CNE App in a new format for CNE 2019. The CNE is
also looking for development of CNE Expert Insights App uses Bluetooth checkpoints to
enhance the experience of the visitors.

CNE Revenue Acquisition

The Canadian National Exhibition is an event that promotes tourism and generates a lot of
money for the GTA and Ontario.
● The Enigma Research Corporation did a study in 2017 on the amount of money generated
by the CNE, and the results showed an estimate of $93.1 million for the Greater Toronto
Area, and more than $128.3 million for the province of Ontario.
○ The CNE had an operating budget of $33.2 million
○ CNE also boosts the local economy by creating 5000 jobs for the event, with 1200
people hired in the spring for preparation and event management, and another
3800 hired during the fair for jobs such as Emergency Services, Toronto Police,
Toronto Fire, food vendors, exhibitors and concessionaires.
○ The average amount of money a group of people will spend is $231.61
○ The average amount of money an individual will spend is $68.29
 ○ The CNE spends $2.4 million on artist fees
○ There were 1085 performers that participated in the 2017 CNE
● In 2016, a study was conducted to breakdown the revenue gains
○ 41% to Midway, Concessions and the Casino
○ 34% to Grounds Admissions
○ 16% to Entry Fees and Exhibit Rentals
■ In 2017, there were 700 vendors and exhibitors
○ 6% to Parking Fees
○ 3% to Sponsorships
● One of the challenges faced by the 2018 CNE was that members of the International
Alliance of Theatrical Stage Employees Local 58, who are in charge of the technical and
staging expertise for the CNE were locked out since July 20th. This sparked a controversy
where the union decided to create picket lines in front of the entrances to the CNE.
Furthermore, the 2018 CNE suffered a $1.5 million loss due to the picket lines being
active during first two days of the CNE opening.

Impacts and Implications:

Positive Impacts of the CNE:

-The CNE generates an estimated $93.1 million for the Greater Toronto Area and an estimated
$128.3 million for the Province of Ontario per year.
-Employment opportunities: The CNE hires approximately 1200 people starting in the spring of
each year to assist in the planning and production of the annual fair. An additional 3,500 people
are hired during the Fair itself by CNE partners including Emergency Services, Toronto Police,
Toronto Fire, food vendors, exhibitors and concessionaires.
-A great venue for venders: The CNE has approximately 1.56 million visitors annually giving
vendors and companies the perfect opportunity to connect with their clients
-The CNE also works with organizations in Toronto to help promote the continue of tourism in
Toronto and the province of Ontario, which in turns helps contribute to our economy
Negative Impacts of the CNE:
-Waste: Although the CNE has a green initiative program they still deal with large amounts of
waste that are a result of the amount of people that attend the fair. Over the 18-day period it is
reported that they collect 1.8 million kilos of waste.
-Overcrowding and Security: As with any type of event dealing with large amounts of the public
it can get overcrowded at times and the risk of substance abuse, fights and riots can increase. The
CNE has had a few reported incidences of fights erupting at night or people abusing substances
while inside the grounds.

References:
Canadian National Exhibition Association. (2018). Economic Impact. Retrieved February 2,
2019, from https://theex.com/footer/about-the-cne/economic-impact

Jessica Botelho-Urbanski (2016, August 21). CNE touts ‘extremely aggressive’ waste-diversion |
The Star. Retrieved February 2, 2019, from https://www.thestar.com/news/gta/2016/08/21/cne-
touts-extremely-aggressive-waste-diversion.html

Jackie Hong (2016, August 30). CNE shuts down early after fights break out | The Star.
Retrieved February 2, 2019, from https://www.thestar.com/news/gta/2016/08/30/cne-shuts-
down-early-after-fights-break-out.html

Celebrating 140 Years of History, (n.d), CNE

Retrieved February 2, 2019 from https://theex.com/footer/about-the-cne/history/celebrating-140-
years-of-history

Canadian National Exhibition, (2018), FieldDay

Retrieved February 2, 2019 from https://www.fieldday.com/works/cne/

Community Passes, (n.d), CNE

Retrieved February 2, 2019 from https://theex.com/main/guest-info/tickets/2018-community-
passes
2016: The Year in Review (n.d.)., Canadian National Exhibition Association. Retrieved February
2, 2019 from https://theex.com/attachments/2016-annual-report.pdf

2017: The Year in Review (n.d.)., Canadian National Exhibition Association. Retrieved February
2, 2019 from https://theex.com/attachments/2017-annual-report.pdf?
fbclid=IwAR135MwYIvbWJAeQfYiPp1OTRpYyVVEQpomPnEVj4DxSY58f0qebC6DCoMM

CNE kicks off behind a picket line as labour dispute looms large | CBC News. (2018, August
20). Retrieved February 2, 2019 from https://www.cbc.ca/news/canada/toronto/cne-opening-
day-2018-picket-line-1.4788750

Economic Impact. (n.d.)., Canadian National Exhibition Association. Retrieved February 2, 2019
from https://theex.com/footer/about-the-cne/economic-impact

Canadian National Exhibition Association (n.d). The Fair. Retrieved February 3, 2019 from
https://theex.com/footer/about-the-cne/the-fair

Canadian National Exhibition Association (n.d). Setting up the Fair. Retrieved February 3, 2019
https://theex.com/footer/about-the-cne/setting-up-the-fair

Canadian National Exhibition Association (n.d). About the CNE Heritage Site. Retrieved
February 3, 2019 http://www.cneheritage.com/about-our-heritage