RONA READIES HOW-TO CAMPAIGN
By Adnews Staff
Home improvement and gardening retailer Rona of Boucherville, PQ will break its first national advertising campaign on Monday. Called "How-To People," the campaign will promote the expertise of Rona employees. Seven television commercials will air, aimed at new and experienced home improvement consumers. The effort will also include radio, Internet and print advertising, as well as flyers, in-store banners, sponsorships and public relations. In Quebec, advertising will use tagline "Vous Voulez. Vous pouvez" (You can. If you want to.) The sponsorship elements of the campaign will also differ in Quebec. There Rona will sponsor a new reality television program called "Ma Maison Rona," which will debut on TVA on May 8. In English Canada, the retailer will sponsor Debbie Travis' "Face-Lift" program, which airs on HGTV. Rona's agency roster includes BCP of Montreal for advertising, Carat Strategem of Montreal for media and Strategic Objectives of Toronto for public relations.