June 16, 2014

smart Canada announces its official support of WorldPride 2014 Toronto

smart Canada announced its exclusive automotive sponsorship of WorldPride 2014 which will be hosted in Toronto, Ontario from June 20-29, 2014. The event will be held simultaneously with Toronto's annual Pride Week - one of the largest festivals in the world
that celebrates Lesbian, Gay, Bisexual, Transgender, Intersex (LGBTI) and other communities of emerging sexual identities. Previously held in Rome, Jerusalem and London, the 2014 edition of this event will be the first WorldPride celebration ever held in North America and will highlight Toronto's broad diversity, embracing multiculturalism and infectious dynamism.

WorldPride is a natural partner for the smart brand, which has been at the forefront of change for decades by challenging the status quo in providing intelligent and forward-thinking urban mobility solutions coupled with maximum comfort, agility, safety and ecology.

This partnership will include extensive exposure for smart through a variety of unique initiatives. The brand's involvement kicks-off with the title sponsorship of the opening ceremonies held on June 20, that will include performances by Melissa Etheridge, Deborah Cox and Steve Grand. The festivities will continue on June 28 from 8 pm to 11 pm at Yonge & Dundas Square with a concert hosted by smart Canada featuring a surprise guest DJ.

On June 29, smart will show its full colours and celebrate 34 years of Pride in Toronto by marching along a fleet of ten smart fortwo electric drive vehicles in the parade, which will travel from the corner of Church and Bloor Street to Yonge-Dundas Square.

"Our employees and our smart division are excited to be supporting this event and we very much look forward to working in close collaboration with WorldPride as they set the stage for this international celebration," said Tim Reuss, President and CEO of Mercedes-Benz Canada.


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