Our Commitment Our corporate strategy is divided into three main themes: 1. Responsible Retailing 2....

Our Commitment

Our corporate strategy is divided into

three main themes:

1. Responsible Retailing

2. Focus on Youth

3. Plan Ahead Campaigns

Primary Objectives

• Raise awareness of the importance of intelligent consumption of beverage alcohol

• Educate the public• Educate our employees• Address specific serious issues using an

implicit and at times creative approach• Deliver on our obligation to the people of Nova

Scotia as a responsible corporate citizen.

Holiday Campaign Elements

• Colourful Messages• Operation Red Nose• Operation Christmas • Lots of Ways

Operation Red Nose

card front card back

Operation Christmas

Plan Ahead

• Multi-channel campaign highlighted by partnerships

• Leverage resources to increase awareness– Three liquor Boards in Atlantic

Canada are going to use our creative to increase power of our media buys

Theme

• Lots of ways to get home safely• All you need is one• Small businesses that help you get

home• It could be real, couldn’t it?• Target Audience: males 19-29

Campaign Components

• Television• Interactive website• T-shirt giveaways• In-stall advertisements• Print ads (Occasions & The Coast)• Billboards• Busbacks• In-store (signs & wobbler)• Partnership with the Restaurant Association of Nova

Scotia (business cards)• Partnership with PEI, NB, & Newfoundland

Campaign Elements

In addition to television this campaign will include:

– In-store execution– Guerilla/pr tactics– Micro-site– Launch event– Media possibilities

www.lotsofways.comPlease visit the website to view all media.

Wheelbarrow Willie

Donnie’s Donkey’s

Burly Joe

Partnerships

• RCMP• Municipal Police Agencies• Department of Education,

Transportation and Justice• MADD Canada• Labatt• Restaurant Association of Nova Scotia• Atlantic Canadian Liquor Jurisdictions

Thank you.Question/Comments?