Bell Media Launches Toy Mountain Campaign in Winnipeg for 2013 Holiday Season

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WINNIPEG (July 24, 2013) – Bell Media’s CTV Winnipeg, 99.9 BOB FM, 103.1 Virgin Radio, and TSN 1290 Winnipeg are launching their inaugural Toy Mountain campaign on Thursday, July 25. Formerly known as the “Christmas Miracle”, Bell Media will now campaign to collect toys and cash donations for Toy Mountain, a multi-city initiative aimed at delivering a Christmas to children in need. In Winnipeg, Toy Mountain supports the local charitable efforts of The Salvation Army and Christmas Cheer Board. Beginning with a “Christmas in July” launch taking place tomorrow starting at 12 noon at the Winnipeg Goldeyes game, Bell Media stations in Winnipeg will plan many events this year in support of Toy Mountain. 

To get into the spirit of giving well ahead of the holiday season and kick-off the Toy Mountain campaign year, Winnipeggers are invited to bring a new unwrapped toy or cash donation to “Christmas in July” at tomorrow’s ball game. It’s sure to be a holly jolly extravaganza for the whole family with activities and fun for all as attendees are invited to celebrate the season early with Santa and check out Santa Claus Parade floats up close and personal. Reindeer-loving revellers can also meet the Royal Winnipeg Ballet (RWB) cast members and see the wonderful costumes from RWB’s The Nutcracker. But that’s not all that’s under the tree – the first 1,000 visitors to the park when gates open at 11 a.m. will receive FREE toques and gloves to commemorate the campaign launch.

“Together with our stations and local partners, we look forward to joining the Toy Mountain movement and serving those in need in our community by building a massive mountain of toy and cash donations,” said Mark Maheu, Vice-President and General Manager, CTV Winnipeg, 99.9 BOB FM, 103.1 Virgin Radio, and TSN 1290. “In anticipation of helping more families celebrate the holidays and watching as miracles happen, we are thankful to those across the city whose support will make the season brighter for thousands in our community, regardless of the season.”

“The Salvation Army is excited to be a part of the Toy Mountain campaign and is so appreciative of the assistance that this partnership will provide to our charities,” said Jonathan Hamel, The Salvation Army. “Together we will make a significant difference in the lives of those we serve and ensure that no child has to experience the feeling of being forgotten. I invite everyone in our great city to partner with us in making this happen.”

“It’s always feels good to see familiar friends and amazing fans at the Goldeyes game each year,” said Kai Madsen, Christmas Cheer Board. “It’s important that everyone knows Christmas is coming and what a great way to kick things off!  We look forward to even bigger and better endeavours with our new partners on board for Toy Mountain this year.” 

The Winnipeg charitable initiative is the latest to join Bell Media’s Toy Mountain effort. Other communities benefitting from Toy Mountain campaigns are Toronto and Ottawa, both in support of local chapters of The Salvation Army.

About the Salvation Army

The Salvation Army is an international faith-based organization that began its work in Canada in 1882 and has grown to become the largest non-governmental direct provider of social services in the country. The Salvation Army gives hope and support to vulnerable people today and every day in 400 communities across Canada and more than 120 countries around the world. The Salvation Army offers practical assistance for children and families, often tending to the basic necessities of life, providing shelter for homeless people and rehabilitation for people who have lost control of their lives to an addiction. When you give to The Salvation Army, you are investing in the future of marginalized and overlooked people in your community.

About Christmas Cheer Board

The Cheer Board was started in 1919 by a number of Winnipeg churches. The original intent was to provide Christmas Hampers and toys for the widows and orphans of the soldiers lost during World War One. The Cheer Board provides assistance to families receiving Employment Income Assistance as well many of the working poor. More than half of all the food and toys are donated by individuals and companies, the balance of everything that is required is purchased by the Cheer Board. Volunteers look after all aspects of the Cheer Board which involves almost 5,000 people. Hampers are packed by school children, seniors knit all year to provide little extra gifts, volunteer drivers deliver all the hampers and individuals, community groups and companies help raise the money needed.

About CTV

CTV is Canada’s #1 private broadcaster. Featuring a wide range of quality news, sports, information, and entertainment programming, CTV has been Canada’s most-watched television network for the past 12 years in a row. CTV is a division of Bell Media, Canada’s premier multimedia company with leading assets in television, radio and digital. Bell Media is owned by BCE Inc. (TSX, NYSE: BCE), Canada’s largest communications company. More information about CTV can be found on the network’s website at CTV.ca.

About Bell Media Radio 

Bell Media is also Canada’s largest radio broadcaster, with 107 licensed radio stations in 55 markets across Canada, including Toronto’s CHUM FM, Canada’s #1 FM station, and international brands like Virgin Radio. Recognizing the diversity of each market it serves, Bell Media Radio has a strong reputation for providing exemplary service to these communities. In addition to music, news, weather, and sports, listeners also tune-in for information on local politics, events, entertainment, and other community issues. Bell Media’s Radio includes the country’s most dynamic, popular, and respected brands and is a leader in innovative programming.

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For more information, please contact:

Amy Houston, Bell Media, 204-477-2067 or amy.houston@bellmedia.ca

Diane Kashton, Bell Media, 204-788-3328 or diane.kashton@bellmedia.ca