RONA RE-BRANDS WESTERN REVY AND REVELSTOKE STORES
By Adnews Staff
Home improvement and gardening retailer Rona, based in Boucherville, PQ, has begun re-branding its Revy and Revelstoke stores in western Canada. On March 5, the 39 stores in Manitoba, Saskatchewan, Alberta and British Columbia began changing over to the Rona name. These stores retained their brand identities when Rona acquired Revy, Lansing and Revelstoke in 2001. The changes will be promoted with an advertising campaign from BCP of Montreal. The print and radio advertising will present 15 long-term employees who will say that their names are still the same even though the store name has changed. Each ad will run in a specific employee's community. Rona will begin its first ever national advertising campaign later this month. That campaign, also by BCP, will describe Rona as "The How-to People." Public relations for Rona are handled by Strategic Objectives of Toronto.