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Canadian Tire begins Olympic campaign

Canadian Tire has begun a new advertising campaign to coincide with the 2020 Tokyo Olympics and Paralympics. It consists of television, out-of-home, social media and digital advertising, as well as public relations and a promotional partnership with CBC and Radio-Canada. The effort is intended to remind consumers of the role of play in developing values interpersonal connections. The creative features the personal stories of eight Canadian athletes who will be competing in the games.

The promotion also provides a way for consumers to express their support for Canadian competitors via temporary installations in Vancouver, Calgary, Toronto, King City, Montreal and Quebec City. Each installation represents athletes and allows consumers to sent messages of support to Canadian athletes. These Celebration Walls will be in place for the duration of the Olympics, from July 23 to Aug. 8,  and the Paralympics from Aug. 24 to Sept. 5. Consumers can take a photograph or video and share it on social media. The campaign was developed by Leo Burnett, with media work by Touché and public relations from Veritas Communications, which also developed the walls.

“As a long-standing partner of the Canadian Olympic and Paralympic Teams, we’re excited to see our ‘We All Play for Canada’ campaign come to life in an even more interactive and engaging way than ever before,” said Eva Salem, vice-president of branding and digital marketing at Canadian Tire. “Our hope with this campaign is that our athletes feel connected to home while competing in Tokyo.”

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