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