TORONTO, ONTARIO--(Marketwire - July 25, 2012) - With Canadian patriotism at an all-time high, with the London Games rapidly approaching, RONA, the largest Canadian distributor and retailer of hardware, home renovation and gardening products recently launched their national "A Win For Us" campaign. This campaign follows in the footsteps of the CASSIE award-winning RONA campaign from the Vancouver Games. Highlighting the company's strong cross-Canada network and commitment to "Doing it Right," this multi-faceted campaign features a 90 second ad, launched exclusively on RONA's YouTube channel (http://youtu.be/xvEQtdtDuQk), as well as print, social media and guerrilla marketing initiatives. The ad can be found on the specially built webpage www.awinforus.ca.
Showcasing the collective effort and sense of camaraderie that are paramount to RONA's success, the broadcast ad shows a humorous take on a relay race, with Canadians running, kayaking and flipping across Canada as they pass a screwdriver "baton" from coast-to-coast. The ad is designed to help build a sense of pride among Canadian consumers and celebrates RONA's dedication to "Doing It Right," regardless of the obstacles faced. Accompanying the broadcast feature is a print ad branded with the tagline "A win for Canada is a win for all of us." The print ads feature a RONA work glove proudly waving a Canadian flag, highlighting RONA's $4.5 billion CDN yearly direct investment into the Canadian economy. The "Win For Us" campaign is part of RONA's contribution to, and sponsorship of Team Canada.
The "A Win For Us" campaign is the latest in a series of initiatives highlighting RONA's commitment to investing and improving the lives of Canadians. RONA recently launched their virtual relay, "Plant Your Feet," inviting Canadians to run or walk in support of the Team Canada. For the Relay, RONA has committed to planting one tree for every kilometre registered at gocanada2012.rona.ca that is walked or run, demonstrating the company's dedication to the Canadian environment. To date, RONA has committed to planting up to 40,075 trees - one tree for every kilometre needed to travel around the world at the equator.
"RONA is dedicated to Canada, and recognizes the commitment of the Canadian Team, who is set to perform on the world's largest sporting stage," said Karim Salabi, Executive Vice President, Marketing at RONA. "We are proud of our Canadian heritage, and as a leading Canadian retailer we understand the importance of "Doing it Right" not only for the economy but also for the diverse population that calls this country home. We firmly stand behind Canadian cultural institutions, as witnessed through our partnerships with the Canadian Team and the Canadian Football League, and we're willing to put in the effort required to do it right in all aspects of our business."
The "A Win For Us" ad campaign was developed by Sid Lee, RONA's marketing agency of record, in cooperation with Carat, RONA's partner in media planning agency of record and MSL Canada, RONA's public relations agency of record.
RONA inc. (TSX:RON)(TSX:RON.PR.A), is the largest Canadian distributor and retailer of hardware, home renovation and gardening products and operates a network of more than 800 corporate, franchise and affiliate stores of various sizes and formats. With close to 30,000 employees working under its family of banners in every region of Canada, the RONA store network generates more than $6 billion in annual retail sales. Visit www.rona.ca for more information.