IKEA CANADA BRINGS SURVIVOR CHALLENGE IN-STORE
By Adnews Staff
IKEA Canada, based in Burlington, Ontario, is bringing eight contestants together in its "IKEA Urban Survivor: the better living challenge." The non-stop 36-hour event is supporting the retailer's re-opening of its Burlington, Ontario store September 23. The contest is open to residents of Burlington, Kitchen-Waterloo, Guelph, Hamilton, St. Catharines, London, Brantford and Cambridge. One resident from each region will be chosen by local media partners and members of the community to participate. As in the television show Survivor, contestants will be eliminated one-by-one through a combination of challenges and voting until only one player remains. "Unlike the original Survivor which was played out on a remote island with reptiles, boiled rice, and few amenities, IKEA Urban Survivor is a little more tongue-in-cheek and reality-based," said Laurence Martocq, director of public relations at IKEA Canada. Many of the challenges, she said, will play off the notion of urban living. IKEA has partnered with local newspapers in each of the participating regions as well as radio stations Energy 108 and Y95 to promote the survival challenge. ICandy Inc. of Toronto created the concept for the urban survivor challenge, while GA & Associates of Toronto is handling media and public relations. Contestants are vying for a grand prize of a $10,000 IKEA shopping spree.