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KFC Corp. has launched the "Colonel's Way Award" promotion honoring achievements of senior citizens. The public can submit 250-word essay nominations of people 60 years or older who have achieved greatness in later life, such as KFC founder Col. Harlan Sanders' launch of the chicken chain at age 66. In-school participation is included; a series of category winners will receive $2,500 each with one grand prize of $10,000 and small awards given to each nominator of a winner. Entry deadline is Jan. 19. Edelman Public Relations Worldwide, Chicago, coordinates.

Promotion Marketing Association of America, New York, seeks entries for the 1996 Reggie awards honoring 1995 promotions. Open to promotions of all scope and size, prizes will go to the top 10 winners. Deadline for entry is Dec. 22. For more information, call (212) 420-1100.

Tyson Foods last week signed on as title sponsor of the Ice Capades for its 1995-96 tour, which will visit 29 cities from October through April. International Family Entertainment, owner of cable TV's Family Channel, purchased the Ice Capades early this year. Del Wilber & Associates, McLean, Va., handles marketing.

Walking Magazine in September joined with the National Parks & Conservation Association, Washington, as the official magazine sponsor of its annual Earth Day walk for parks slated for April 19 to 22. The event will involve more than 1 million people in 1,000 communities nationwide.

Sprint in September signed a multiyear agreement to be title sponsor of the Sprint Bumps & Jumps Freestyle series of skiing competitions for 1995-96; the series was launched last year at Heavenly, Calif. Golden Gate Productions, San Francisco, coordinates.

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