Weet-Bix Kiwi Kids Tryatholon Wins Award

The Sanitarium Health Food Company scooped the best junior sponsorship award for its Weet-Bix Kiwi Kids Tryathlon Series at the 1999 NZ Post Sports Sponsorship Awards last night. The Weet-Bix Kiwi Kids Tryathlon has firmly cemented its standing as the best sporting event for children in the country.

The award recognises the assistance the sponsorship has provided to the sport of triathlon and also Sanitarium's commercial success through its involvement with the event.

The Weet-Bix Kiwi Kids Tryathlon Series began in 1993 with a single event held in Auckland attracting just under 500 children.

Now entering its eighth year, it is staged in six different locations around the country - Auckland, Tauranga, Wellington, Nelson, Christchurch and Dunedin. Last year the event involved more than 10,000 children and has become widely regarded as the biggest children's sporting event in the world.

Sanitarium's regional manager for New Zealand, Jim Richards, says winning this accolade is an acknowledgement for all the kids of New Zealand who have taken part over the years.

"Taking part in the Weet-Bix Kiwi Kids Tryathlon is a major achievement for these kids. A triathlon is a challenging event but even kids who do little or no exercise want to give this event a go. Many of them train during the school holidays and really get into it and we believe one of reasons why it has been so successful is our emphasis on having fun and `trying'. Every child who enters is recognised for their efforts," says Mr Richards.

The official judges' comments included an acknowledgement that the event is "owned, conceptualised and implemented by Sanitarium." "The sponsorship gives Sanitarium strong positioning and synergy with the Weet-Bix brand, communicating key brand messages to more than 10,000 children throughout New Zealand.

This is an outstanding sponsorship campaign encompassing all aspects of the marketing mix and providing considerable positive impact on thousands of young New Zealanders," say the judges.

ENDS....

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