Duncan Fraser - XMC
Marketing | Sponsorship | Entertainment
Duncan Fraser, a seasoned sports and entertainment marketer, has carved a niche in the dynamic world of event marketing and sponsorships. As a Vice President at XMC, Duncan's journey began with his academic pursuits in marketing, which soon translated into a passion for sports marketing. His early career saw him making significant strides at Molson Coors, where he played a pivotal role in the company's partnership with the NHL, orchestrating large-scale events like the 'Anything for Hockey' campaign. This experience not only sharpened his marketing acumen but also deepened his love for sports as a unifying force.
Duncan's professional repertoire expanded significantly during his tenure at Maple Leaf Sports & Entertainment. Here, he was instrumental in bringing to life major events, notably the Jurassic Park fan zone during the Toronto Raptors’ NBA Championship run. His leadership in these high-stake projects showcased his ability to blend strategic marketing with the electrifying world of sports. Duncan's approach is characterized by a blend of empathy and respect, a testament to his belief in the power of teamwork and authentic engagement.
Away from the office, Duncan is an avid golfer and skier, passions that keep him grounded and connected. His life outside work is as vibrant as his career, marked by a deep commitment to family and the joy of outdoor sports. Duncan's story is not just one of professional success but also of personal growth, embodying the ethos of a leader who values hard work, continuous learning, and meaningful connections.
Current Position: Vice President, XMC
Education: BBA, Brand Communication Marketing - Wilfrid Laurier University
Duncan’s Work
Molson Coors - NHL Partnership
Challenge
The primary challenge was to create a marketing campaign that resonated with hockey fans while reinforcing Molson Canadian’s brand presence in a competitive beer market.
Solution
Under Duncan's leadership, Molson Coors launched a series of experiential marketing events, culminating in the 'Hockey Heaven' project. This initiative involved creating an outdoor rink in a scenic location, offering fans an unparalleled hockey experience where hockey was meant to be played; outdoors, in nature but also at 9,000 feet. The campaign combined traditional marketing with immersive experiences, creating a unique blend that appealed to both hardcore hockey fans and casual spectators.
Results
The initiative was a resounding success, significantly boosting Molson Canadians brand affinity and alignment to its partnership with the NHL as the official beer of hockey, and most importantly it celebrated and rewarded the hockey community. It also showcased Duncan's ability to innovate within the confines of traditional marketing, setting a new benchmark in sports-event marketing.
MLSE - Jurassic Park
Challenge
The challenge was to create an elevated, inclusive, engaging fan zone that would become the epicentre of community celebration during the Raptors' playoff games, especially considering the diverse and passionate fan base of the team.
Solution
Duncan oversaw the development of Jurassic Park, the official fan zone for Toronto Raptors fans outside the Scotiabank Arena. This project involved strategic planning, brand partnerships, and ensuring a seamless fan experience. Jurassic Park became more than just a viewing party; it was a cultural phenomenon, offering live entertainment, interactive sponsor activations, and a communal space for fans to unite.
Results
Jurassic Park was a massive success, drawing not only national but international attention. It enhanced the game-day experience for Raptors fans and also significantly boosted MLSE's brand as an innovative sports entertainment company. Duncan's role was pivotal in blending marketing and sponsorship strategy with fan engagement, proving his prowess in creating unforgettable sports marketing experience and resulting in increased revenue over expectation.
