Montreal Canadiens Children's Foundation conducts campaign
The Montreal Canadiens Children's Foundation is conducting a fundraising campaign called "Get Tied to the Cause." Developed by Cossette, the initiative seeks to raise funds through the sale of branded shoelaces to build skating rinks in disadvantaged neighbourhoods. The laces can be purchased at participating Couche-Tard and Jean Coutu stores in Quebec. The laces feature the hockey team's colours and come in packages of two, representing two Canadiens players.
The promotion is supported by a 60-second television commercial and radio ads featuring Canadiens players. It also includes out-of-home ads, print ads, online ads, in-store displays and materials at the Bell Centre arena. The media space was donated by Bell Media. The campaign also makes use of social media sites and a website at <http://www.gettiedtothecause.com>, developed by Activis.