February 12, 2010 09:00 ET

RONA Launches "Made in Canada" Advertising Campaign for 2010 Winter Games

BOUCHERVILLE, QUEBEC--(Marketwire - Feb. 12, 2010) - RONA Inc. (TSX:RON), the largest Canadian retailer and distributor of hardware, renovation and gardening products, today launched its new "Made in Canada" 2010 Winter Games advertising campaign. The campaign, which includes 14 television spots, numerous in-store displays and also features a dedicated micro-website, is designed to celebrate RONA's contribution toward building the 2010 Winter Games and to help build a sense of pride among consumers.

"The messages in the campaign highlight the distinctive aspects of the RONA 2010 Winter Games sponsorship as a National Partner that contributed toward building the Games in a very real way," said Pierre L'Heureux, RONA vice president of marketing, image and sponsorships. "The TV spots and the micro-website pay tribute to the people at RONA, and those that worked with RONA, to put the Games together. We hope our customers all across the country will share our pride."

As a National Partner, RONA developed a five-year program to take part in the preparations for the 2010 Winter Games, and also to leave a legacy that would endure long after the Games were over. Its involvement was fourfold: direct support for 100 Canadian athletes, assist in building more than a dozen Olympic venues, help more than 60 young people from disadvantaged backgrounds learn a trade through the RONA Vancouver 2010 Fabrication Workshop, and get RONA employees involved by sending approximately 100 of them to Vancouver as delegated volunteers.

The campaign consists of 14 television spots of 15, 30 and 60 seconds, which feature close-up portraits of two Canadian Olympic athletes, as well as other people who generally would not be in the spotlight during the Olympic Winter Games: RONA dealer-owners and employees, young apprentices at the RONA 2010 Vancouver Fabrication Workshop and the workers who did the job of building the Olympic venues. The themes are divided up as follows:

- Central message of the campaign (2 spots)

- Presentation of the 2010 Winter Games by our dealer-owners (3 spots)

- Presentation of the 2010 Winter Games by our employee volunteers (3 spots)

- RONA support for athletes (2 spots)

- RONA's contribution to the construction of the Olympic venues (2 spots)

- Community involvement through the RONA Vancouver 2010 Fabrication Workshop (1 spot)

- A tribute to the construction workers (1 spot)

All of the above TV spots can be viewed online at The micro-website also presents additional details about the four key aspects of RONA'S 2010 Winter Games partnership. Visitors who register at the site will also have a chance to win a week-long trip for two to Whistler, BC. (Please see micro-website for details).

As Canada's leading retailer of home renovation, construction and decoration products and services, RONA is pleased to serve increasing numbers of customers in more and more communities across the country. This campaign is an integral part of phase two of the nationwide "Doing it right" campaign launched by RONA in the spring of 2009. The larger campaign highlights the various things the company has done in concrete terms to promote sustainable development, including sales of eco-responsible products, a long-standing used paint recovery program and responsible pesticide and forest products procurement policies.

The Vancouver 2010 Olympic and Paralympic Winter Games campaign was developed by the BOS agency, RONA's marketing partner, in cooperation with Carat, RONA's partner in media planning.

About RONA

RONA is the largest Canadian distributor and retailer of hardware, renovation and gardening products. RONA operates a network of close to 700 corporate, franchise and affiliate stores of various sizes and formats. With nearly 30,000 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 billion in annual retail sales. For more information, please visit

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