Sun Life Launches Mutual Fund Company With Fireworks, Simultaneous Events in Five Cities

In a nod to the corporate taglines for Sun Life Financial's new mutual fund company—phrases like "Illuminating Your Path" and "Illuminating a Brighter Future"—the firm lit up the sky over five Canadian cities on Wednesday with fireworks displays (one of which took place on the roof of the Kool Haus) designed to mark the launch of the new brand, Sun Life Global Investments.

Liz Campbell, Sun Life's director of marketing, called on Real Communications Inc. to plan simultaneous launch events in Halifax, Montreal, Toronto, Calgary, and Vancouver. The events drew a total of 750 guests and culminated in a one-hour simulcast showcasing musical performances and live footage of the fireworks from Halifax, Montreal, and Toronto.

"We're going to illuminate the sky from coast to coast. In each location, we have sky trackers, so that will give illumination; and starting at 8:45 p.m. in Halifax, we'll have fireworks," Campbell said. (Due to the time difference, the fireworks displays in Calgary and Vancouver took place after the simulcast.)

In addition to the pyrotechnics, organizers reflected the illumination theme in the decor (yellow and white), the lighting, and the gift bags, which included items like a laser-pointer pen, an illuminated mouse, a book light, and a self-charging flashlight. "We felt it was a natural fit for the launch party," Campbell said of the theme. "Visually it speaks, and it's got great legs."

Attendees in each city included financial advisors, plan consultants, senior employees, media, and market analysts. "The idea was to entertain guests and punctuate it with corporate messaging," Campbell said of the event, hosted by veteran sports broadcaster Dick Irvin. Entertainment included performances by singer Matt Dusk, who took the stage at the Kool Haus; Pascale Lavoie (in Montreal); and Jay Sparrow (in Calgary).

"We have five satellite broadcast trucks, 4,000 separate explosions, 35 pyrotechnic experts, and 47 technicians on the ground. We also have three teleconference bridges going on right now, so all of our event staff can speak to one another," said Campbell. "It is a massive undertaking."