THE BAY MAKES PROMISE TO CANADIANS
By Adnews Staff
Toronto-based retailer The Bay is making a promise to Canadians through its new brand positioning launched yesterday. Surrounding the theme "Shopping is Good," the Bay is rolling out a unified look in all of its stores that will be encompass everything the customer sees, including merchandise, in-store displays and customer communications from the company. Two new "mega brands", ToGo and Mantles, were also introduced as part of the retailer's new private brand strategy. The two brands are the first of five or six new fashion and merchandise collections the retailer plans to introduce. Communicating the "Shopping is Good" message is a new multi-media campaign that, according to The Bay, will give the retailer topmost presence in the Canadian marketplace. National television, radio, outdoor transit and billboards as well as print advertising launching today from Toronto-based The Wolf Group will spread the pro-shopping message.