Crown Royal debuts greeting cards
By Rob Bale

Whisky brand Crown Royal has begun a hockey-themed promotion called “Crown Royal Cards.” Conducted in association with TSN online show BarDown, the promotion includes a series of greeting cards distributed at no additional cost with the purchase of Crown Royal products at participating retail locations. They are also available online at <http://www.crownroyal.ca>. The cards are intended to be given to people in recognition of their support for hockey. The cards were designed by artist Eric Pond. The initiative is part of the brand’s ongoing “That Deserves a Crown” campaign. Crown Royal is distributed by Diageo Canada.
“Hockey is more than a game in Canada,” said Nadia Niccoli, head of marketing at Diageo Canada. “It’s part of our DNA and is fuelled by the unselfish plays that happen both on and off the ice. Crown Royal is here to honour the real MVPs that make the game so epic. Not just the ones who light the scoreboard, but those who rally the bench and keep the locker room vibes strong.”