RONA Grill It With the Greats

RONA Grill It With the Greats

Objective

RONA wanted to capitalize on two large components of its business – gardening and building supplies, while utilizing their access to Canadian Olympians and sports personalities.

The Province newspaper wanted to drive new subscriptions through a contest timed around Father’s Day. The RONA Grill it with the Greats contest was formed.

Concept

The objective was to provide RONA a unique and highly visible presence by sponsoring the editorial feature GRILL IT! This eight week editorial series highlighted the art of barbecuing with tips and recipes by local sports celebrities; driving traffic and sales to RONA stores by also featuring a product on sale.

Then to complement the program, the RONA Perfect Patio Contest was introduced. The four week contest engaged readers and shoppers, plus built excitement for the barbecue season during RONA’s peak sales period.

Contest Summary

Grand prize was a $10,000 makeover which included consultation between RONA and the winner to discuss ideas and plans for the makeover, new landscaping, new deck, new grill and new patio set.

Contest Period: May 4 – June 1, 2011 (4 weeks)

Eligibility: People submitted a photo of their backyard and in 100 words or less, included a write-up on why they should win the makeover.

People entered either online at www.theprovince.com/perfectpatio or mailed their entry to The Vancouver Sun head office.

 

Print

Weekly editorial feature GRILL IT! ran every Wednesday in Province Sports for six weeks and branded it with the RONA Grill It logo within editorial space.

The editorial featured local sports personalities from The Vancouver Whitecaps, The BC Lions, Olympians Maelle Ricker, Denny Morrison and Ashleigh McIvor.

The contest banner ran for the initial four weeks and a RONA Product banner ad ran for last two weeks.

Additional contest banner ads ran in the sports section on other days.

Online

- Dedicated topic page on www.theprovince.com
- Dedicated contest website
- Featured in The Province linked! monthly contest e-newsletter (sent to 21,000+ subscribers).
- Contest promoted on The Province Contests Facebook account

Results

- Entries from 49 British Columbian cities
- RONA distributed the recipes in the barbeque section of their stores and put the pages up on easels

For a quote based on your specific advertising campaign requirements please contact your account representative,
submit a request form or call the Pacific Newspaper Group advertising switchboard at 604-605-2478.

The Province Sports Academy

The Province Sports Academy

A home where The Province can engage the community in an education and a discussion about sports – specifically, to start, soccer.

Cavalia

Cavalia

As this was Cavalia’s first show in Vancouver, they needed to introduce the concept to the Greater Vancouver audience.

RONA Grill It With the Greats

RONA Grill It With the Greats

The Province newspaper wanted to drive new subscriptions through a contest timed around Father’s Day.