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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?