BUILDING BOX OPEN FOR BUSINESS
By Adnews Staff
Montreal-based Reno-Depot is promoting its first two warehouse stores under The Building Box banner in Toronto and Cambridge, Ontario, both of which opened today, with a marketing and communications program intended to build the brand within the home improvement industry. Television, radio and print advertising from BBDO Canada features a "Hammer Head" character based upon The Building Box's logo developed by PNMD Communication. A series of radio and television teaser ads announcing the grand opening of the stores began running in Ontario in mid-November. Other brand-building initiatives include travelling billboards and local radio and print advertising in Toronto and Cambridge. Print advertising, catalogues, in-store displays and POP materials are being managed by Nova Marketing Inc. A direct mail initiative from M.B.D. Integrale, a Web site at <http://www.thebuildingbox.com> developed by Diesel Marketing, and a public relations campaign from Cohn & Wolfe of Toronto are also parts of the marketing program. The current ad campaign will run for two months. Reno-Depot plans to initially focus on the Ontario market before expanding nationally. The Toronto and Cambridge stores are the first of 15 scheduled to open over the next four years.