NUMBER 99 WRESTLING IN NEW ROLE
By Adnews Staff
Hockey's Wayne Gretzky has joined another new program, the Esso Extra WIN and EARN program, having signed a multi-year agreement with Imperial Oil of Toronto. The Esso program awards one point for every eligible dollar customers spend using their Esso Extra or Esso Personal credit card. The points can be redeemed for a variety of rewards. Gretzky will appear in a series of television commercials and direct mail materials to promote the program. Print materials and retail site signage will be linked directly to the new spots which feature Gretzky attempting to earn points in a variety of comical scenarios. In the spots Gretzky wrestles with Bret "The Hit Man" Hart, exchanges punches with former Canadian Olympic boxing silver medalist Egerton Marcus, and participates in a rodeo. The English television spots and signage were created by Goodgoll Curtis Inc. of Toronto. Separate creative using the Esso Tiger and a baby tiger is being used in the television and direct mail campaigns in the Quebec market. The French television spot and direct mail is being created by Communications Bleu Blanc Rouge of Montreal. Web site promotion and a direct mail campaign was done by Rapp Collins Communicade of Toronto. The Esso Extra WIN and EARN program will continue to automatically enter customers in various contests. The Esso Extra card was initially launched in 1997 as a value card that entered customers in various contests to win prizes. The expanded program now includes collectable points which can be redeemed for car washes, movie passes or items from Esso convenience stores. Imperial Oil also announced its sponsorship of the Hockey Hall of Fame's "Wayne Gretzky-The Legend" exhibit of memorabilia. The exhibit launches on November 17.