The Rural Voice, 2002-09, Page 39organizers, the Dailys say.
That's why IPM organizers have
settled on "RURAL EXPO" to
identify the event when reaching the
urban audience.
"This is an opportunity for people
to see what rural life is about and
they can have fun doing it... People
in the agricultural community pretty
well all know there's a plowing
match each year. What we want to do
is to go to London, Chatham, Sarnia
(and other urban centres) to make
people aware of the event," Eve
Daily says.
"There's no other city like
London, Ontario in all of Canada...
It's the metropolitan area for a rural
area," Ross Daily adds.
The city's population now hovers
around 350,000. Lump in places like
•Woodstock, Chatham, Sarnia, St.
Thomas, St. Marys, Stratford and the
towns and villages between and the
number of potential urban visitors
soon tops a half million.
The Dailys are not interested in
predictions, however. Others
involved with this year's IPM
have suggested 100,000 paying
visitors —or close to it — would be
judged as a major success.
The Dailys know which buttons to
push. They make sure their media
contacts understand that the IPM is a
nonprofit organization that will turn
any profits back into the local
community. They only have a budget
of $125,000 to work with, an amount
that covers the cost of printing
brochures and pamphlets as well as
television, radio and newspaper
advertisement.
That's why the effort of
volunteers has been so crucial in
spreading the good news about the
match. This has come in the form of
a single person passing on the
message, to people taking the time to
man a booth at a mall, to the kind of
work being performed by people like
volunteer Ken McCallum who's been
distributing pamphlets and putting up
posters across Southwestern Ontario.
"The volunteer culture that
surrounds the plowing match is just
amazing," Eve Daily says.
"Meet us in the Country" is the
slogan for this year's match.
Don't just read about it, though.
Come see for yourselves what makes
Middlesex County and rural Ontario
great.0
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