Canadian Equestrian Teams will benefit from enhanced 
communications program

Calgary, AB – June 16, 2006 – In an unprecedented move, three professionals are collaborating to provide a comprehensive communications program for the equestrian teams representing Canada at the World Equestrian Games in Aachen, Germany, from August 20th to September 3rd, 2006. Journalists Judy Wardrope and Ceci Flanagan- Snow and photographer Cealy Tetley are combining their talents to ensure that our Canadian athletes receive the attention and support that they deserve as elite athletes representing the country.

Fielding a complement of athletes to compete at an international competition is always a challenge, particularly when horses are involved. The logistics and cost of transporting more than twenty horses, their riders and drivers, grooms, farriers, veterinarians, team coaches and equipment can be daunting. A phenomenal amount of organization and fund raising is needed in order for these elite athletes to have the opportunity to represent Canada on the international stage.

A strong communications and media relations program is essential to improve awareness of equine sport, the many disciplines within the sport, and the participants – both human and equine. Spruce Meadows, long recognized as masters in media relations and communications, is supporting the initiative. They are fully aware of the importance of media coverage for the sustainability of all equestrian sports.

Linda Southern-Heathcott, President and CEO of the world class facility, said “The value (of communications and media relations) is paramount. It’s intertwined with our other constituent groups –the athletes, sponsors and fans. We feel that the relationship with the media is vitally important because they are the eyes, ears and the heart of our support. It’s an integral part of being successful, one you can never take for granted.”

When JudyWardrope first approached Michael Gallagher, Chef de Mission for the Canadian Equestrian Teams, with her idea for this communications project, he was skeptical that support could be found. When she called him back forty-eight hours later to tell him support would be forthcoming, he was amazed.

Gallagher spoke for all when he said, “I am thrilled that Spruce Meadows has recognized our need to broaden media exposure for all the FEI (Fédération Equestre Internationale) disciplines. We can’t thank them enough for supporting the project so generously.”

For her part, Southern-Heathcott concluded, “Spruce Meadows is thrilled to be able to bring to all of the fans of horse sports timely and accurate results and in-depth information from the 2006 World Equestrian Games.”

The project will include providing advance information to various media outlets, both equine and mainstream, about the competitive disciplines (Dressage, Driving, Endurance, Eventing, Reining, Show Jumping and Vaulting) and the participants.

During the World Equestrian Games, media releases will be prepared and distributed keeping everyone abreast of the happenings in Aachen – the ups and downs of the sports. “Daily Diaries” will be posted on the Spruce Meadows website, along with profiles of the athletes (human and equine), the owners, grooms and other support personnel without whom the teams could not exist.

Journalist Ceci Flanagan-Snow said that “this project could not have happened without the support of Spruce Meadows. They recognize how crucial a comprehensive communications plan is to the long-term success and viability of all of the sports under the equine sports umbrella.”

Internationally known equine journalist, Judy Wardrope, said that she was “delighted with how quickly Spruce Meadows, once they were presented with the idea for this project, stepped forward with their support in providing full and equal media exposure for all of the disciplines –both well established and growing. The response from the Chefs d’Equipe for all of the disciplines has been very positive, especially those without a media and communications budget.”

Renowned equine photographer Cealy Tetley said, “This is an unprecedented and welcome approach to complete and balanced coverage of the Canadian Team. For someone to step up and do this is fantastic! And who better than the number one facility in the world? I see this as Spruce Meadows supporting Canadians the way Canadians support Spruce Meadows. It’s fabulous!”