The parents of a Toronto man who was hit by an SUV and left for dead after a night of partying in October are joining police in offering reward money to anyone who can provide investigators with information about the case.

A spokesperson for Christopher Skinner's family told a news conference Tuesday that they will add $25,000 to the $50,000 reward being offered by police.

"We are asking the public to come forward with information needed to solve this case," said Peter Lehmkhuhl, the 27-year-old victim's godfather.

Skinner was killed on Oct. 18 as he was walking home along Adelaide Street from his younger sister's birthday party that was being held at a bar in Toronto's Entertainment District.

"We were best friends," Taryn Skinner, who turned 23 that night, told CTV Toronto. The two had conversations that no one else would get, she said.

They parted company shortly before the attack.

Police say they believe the man got into an altercation with people who were inside a black SUV. Skinner was assaulted and knocked to the ground.

Investigators allege Skinner was then intentionally run over by the SUV. He died in hospital from the injuries he sustained.

Video footage from local surveillance cameras capture the suspect vehicle fleeing eastbound on Adelaide Street, east of Victoria Street where the fight took place.

Det. Stacy Gallant called the culprits "cold-hearted" for driving away and not checking to see if Skinner needed medical attention.

"They simply drove away," he said at Tuesday's news conference.

Gallant said the investigators' theory is that Skinner touched the SUV inadvertently while trying to hail a cab, angering the driver and sparking an altercation.

He said he "has no doubts" the occupants of the vehicle told someone about the incident.

"They couldn't hold this in," he said.

"They may have said something to an acquaintance, friend or family member, those are the people we are targeting right now -- the ones that spoke to the occupants of the vehicle."

The homicide detective said one of the people inside the SUV may be eligible for the reward too if they didn't contribute to Skinner's death.

He said the reward will be given to the person who provides police with evidence that will lead to the identification, arrest and conviction of a suspect or suspects responsible for the murder.

In the meantime, Lehmkhuhl said Skinner's family is trying to remain strong.

"It has been a rollercoaster for the past seven weeks but I think we're doing pretty well," he said. "We all have our ups and downs and every hour is different than the one before."

He described Skinner as a man who loved to have a good time and who had many friends.

"He was a friend to everybody. He didn't have anybody that didn't like him," he said.

With a report from CTV Toronto's Janice Golding