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Canadian Tire Petroleum promotes 50th anniversary

Canadian Tire Petroleum is concluding a campaign promoting its 50th anniversary. The effort, which focuses on the corporate history and emotional appeal of the brand, was developed by Fuse Marketing and Philter Communications. The campaign intended to thank customers and employees for 50 years of loyalty. The initiative included an online contest, special events and a gas sale, along with the distribution of branded miniature gas pumps and the production of a book highlighting the company's history. In addition, customers who bought a participating confectionary product received a scratch card containing an ID number that could be submitted online for a chance to win one of 50 prizes. "This program generated a high level of customer involvement and the opportunity for customers to select their own prize was very compelling," said Merle Bessner, group account director at Fuse. "The website was a wonderful opportunity to tell the petroleum story, while extending the dialogue with customers beyond the at-pump experience." The gas sale took place in Mississauga on May 10, during which gasoline was sold for 68 cents per litre. The promotion will close this week with a contest call "Spot the Mini," during which customers were invited to visit a branded Mini Cooper automobile at a location announced each day on a local radio station. The first 50 people to reach the car received $25 gift cards and entry into a draw for $1,000 in gas.

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