CANADIAN TIRE BEGINS BIG SPENDER GIVEAWAY
By Adnews Staff
Toronto-based Canadian Tire is beginning a contest called the "Big Spender Giveaway" in conjunction with the release of the latest spot in its "Big Spender" advertising campaign. The integrated in-store and online six-week contest will give away $350,000 in Canadian Tire "Money" as well as merchandise. Consumers enter by filling out a ballot in-store on online at <http://www.canadiantire.ca>. Contest ballots are also being distributed through the Canadian Tire flyer, card member statement inserts and the company's gas bars. Canadian Tire has also teamed up with Sympatico-Lycos to promote the contest online by linking the <http://www.sympatico.ca> site to the retailer's own Web site. The contest is also being promoted with national television and radio advertising, in-store and gas bar POP materials, weekly promotion in the Canadian Tire flyer and e-Flyer emails and online banner ads. The "Big Spender" advertising campaign, which broke this spring, was the first to promote the retailer's Canadian Tire "Money" since the reward program began in 1958. The latest spot, called "Mommy's Home", is a follow up to the "Daddy's Home" spot which ran in the spring. In the new ad, a woman buys a number of products at Canadian Tire for a group of her friends, paid for with Canadian Tire "Money". Both 30-second English ads use the song "Big Spender" by Peggy Lee. The French version of the new "Mommy's Home" spot uses the song "Provocante" by Margot. Television and radio advertising for Canadian Tire is done by Toronto-based Doner Canada.