RONA INC.
TSX : RON

RONA INC.

August 11, 2008 13:29 ET

New TV Spots Highlight RONA's Commitment to the Olympic Movement

BOUCHERVILLE, QUEBEC--(Marketwire - Aug. 11, 2008) - RONA inc. (TSX:RON), the largest Canadian retailer and distributor of hardware, renovation and gardening products, has launched nine new TV ads, featured during the Beijing 2008 Olympic Games broadcast. The ads are part of RONA's campaign showcasing its unique contribution as a National Sponsor of the Canadian Olympic and Paralympic teams and National Partner of the Vancouver 2010 Olympic and Paralympic Winter Games. Based on four theme pillars - athletes, sustainability, venues and promotions - the campaign highlights RONA's commitment to creating sustainability programs for the community in the context of its Olympic partnership.

"Everyone at RONA is living the Olympic spirit and we hope to inspire all Canadians as well," said Michael Brossard, RONA's Senior Vice President of Marketing. "Through our TV ads and promotional activities showcasing our community involvement, our dedication to sustainability and the support we provide to Canadian athletes we're looking to spread the positive effects of the Games across Canada."

ATHLETES

Three of the spots showcase Canadian athletes supported by RONA through its "Growing with our athletes" program, where athletes receive financial support to help offset living, training and competition expenses. The ads, featuring swimming world champion Brent Hayden, cross country skiing gold medalist Chandra Crawford and synchronized swimming team captain Marie-Pierre Gagne, depict their lives as Olympic athletes but also highlight their passions outside of sport. Through the documentary-style vignettes we learn that Brent is a photographer at heart, Chandra is an avid yoga practitioner and Marie-Pierre is a proud Montrealer.

SUSTAINABILITY

Another TV clip showcases the RONA Vancouver 2010 Fabrication Shop, which was recently introduced through a first ad. A woodworking facility for the Vancouver 2010 Olympic and Paralympic Winter Games, the Fab Shop is also host to a community-based training program providing carpentry skills training and supported job experience to individuals who have yet to successfully enter the workforce. The newest ad focuses on one of the Shop's first cohort graduates, Joshua Prince, who is staying on board to train the next round of participants coming through the program. Joshua reminds us about the importance of getting a second chance in life.

Another spot depicts the RONA Olympic Volunteer Program, where 100 RONA employees will be selected to act as volunteers at the 2010 Winter Games while still receiving a salary from RONA during their participation.

VENUES

To highlight RONA's contribution in helping build the Vancouver 2010 Winter Games, an ad showcases the Hillcrest/Nat Bailey Curling Centre in Vancouver, which was entirely built from RONA-supplied Forestry Stewardship Council-certified (FSC) lumber.

PROMOTIONS

Three spots showcase in-store promotional events taking place during the Beijing 2008 Olympic Games. Canadian consumers visiting RONA stores will also feel the Olympic spirit alive and well as various Olympic-themed promotions will be taking place. Consumers will be able to support Canadian athletes through donations to the "Own the Podium" and RONA's "Growing with our athletes" programs. Fans will be able to learn more about the "Growing with our athletes" program and obtain updates on the performance of RONA-supported athletes in Beijing by visiting athletes.rona.ca.

Finally, another TV spot to air during the Beijing 2008 Olympic Games broadcast will focus on the importance of leaving a sound environmental legacy for the younger generation by showcasing the new RONA ECO line - cleaning products that are more respectful of the environment than other, similar traditional items through an approach based on life cycle assessment.

About RONA

RONA is the largest Canadian distributor and retailer of hardware, home renovation and gardening products. RONA operates a network of close to 700 corporate, franchise and affiliate stores of various sizes and formats. With over 27,000 employees working under its family of banners in every region of Canada and more than 15 million square feet of retail space, the RONA store network generates over $6.3 billion in annual retail sales. For more, please visit rona.ca.

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