Mazda, Roots ready joint promotion
By Adnews Staff
Mazda Canada of Richmond Hill, ON is preparing a joint promotion with Roots Canada to support the launch of the new Mazda5. The promotion is the first part of a wider marketing association during which Roots will participate in the launches of various Mazda 2005 and 2006 vehicles. The Mazda5 campaign, called "Never Lose Your Cool," will begin this month. The first 1,250 purchasers of the car will receive a limited edition Roots duffel bag. In the fall, the two companies will hold a contest called the "Ultimate Lifestyle Giveaway." During this effort, sample vehicles will be placed in a number of shopping malls and Roots flagship stores. Consumers who test drive a car will receive a Roots gift card. The winner of the contest will receive a Mazda5 filled with Roots merchandise. Toward the end of the year, Mazda and Roots will conduct another contest with Rogers Communications called "Mazda5 Scratch and Win." Consumers who visit a Mazda dealership will receive scratch cards. The prizes again will take the form of Roots products. "Mazda embodies the same fun, trendy spirit as the Roots brand," said Robert Sarner, director of communications and public affairs at Roots. "We believe there is a tremendous opportunity to create promotions that are fun and exciting, and we're confident that the cross-promotions will benefit and resonate with today's consumers."