The tour was sponsored by Procter & Gamble (Canada), Avon (Europe) and Ericsson (United States). The telecommunications company initiated an aggressive campaign with Dion. Commercials were shown throughout the US and Canada showing concertgoers using their cell phones as lighters during Dion's performance. Those who purchased an Ericsson phone were given a special behind-the-scenes tour video entitled "Celine Dion: In Her Own Words". The tour was met early with controversy as the singer's performance at Madison Square Garden was subject to a ticket scam. During the trek, Dion opened the Broward County Civic Arena. The concert was attended by nearly 20,000 spectators and was sold out with 2 two hours.