The Weather Network/Fidelity Investments (National)

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Curtis McKinney
5 years ago
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1 The Weather Network/Fidelity Investments (National) Objectives: To increase awareness/viewer numbers of The Weather Network To increase awareness of Fidelity Investments To increase awareness of LandRover Target Audience: Middle to upper income individuals and families People who travel in snow conditions and enjoy the thought of a 4 wheel drive vehicle Individuals with investable income Program Overview: The Weather Network/Fidelity Investments Powder Patrol: A 16 weekend winter program was run in Ontario, Alberta and British Columbia to provide a high profile on-site program supported by television promotion (brand sell, promos for Powder Patrol locations) on The Weather Network. Three independent teams of qualified ski/snowboard instructors visited high traffic resorts to give ski/snowboard tips, play an interactive Meet Your Match game promoting sponsors, plus a day end ceremony and prize give-away ($300,000 provided by co-sponsors).

2 The Weather Network/Fidelity Investments (continued) Results: 95 resorts visited with total exposure to 115,000 visitors Over 32,000 (28%) people participated in Meet Your Match 1,485 direct leads to LandRover 746 direct leads to Fidelity Investments Testimonials: Both Weather Network Powder Patrol days were very well received and participation numbers were high.talisman looks forward to hosting the Weather Network Powder Patrol once again next year. -- Talisman Resort, Kimberley Ontario We will do this program again. -- Perry Myles, Marketing Director, The Weather Network Fidelity Investments and LandRover are very pleased with the results and would like to participate again next season. -- Perry Myles, Marketing Director, The Weather Network I really like what we got with the Powder Patrol. -- Ian Morrell, Director of Marketing, Head Tyrolia

3 Sleeman Brewery (Ontario) Objective: To raise awareness To increase sales To increase intent to purchase Target Audience: Central Ontario: cottagers, boaters, weekend crowd 25 to 54 year old male more discerning beer drinker tend to purchase 12 vs. 24 Drinking augments their social lifestyle but is not the focus Program Overview: The Great Sleeman Cap Count: A 16 weekend summer program was designed utilizing radio, on-site promotion, and decaled boat. This program included live marine reports (Fri/Sat/Sun/Holiday Mon) on radio using the slogan Water on the water, beer on the pier, all natural Sleeman the choice is clear! followed by a 30 second brand sell. A travelling Fun Team targeted selected bars. People collected Sleeman caps and turned them in for a chance to win over $25,000 worth of prizes from our co-sponsors (sweat shirts, hats. etc) and the 2 grand prizes ($3,000 Clarion Marine Sound System, Antique Sleeman Beer Fridge). On-site program also built on the existing cap liner program (Each type of beer had a different colour of cap with a number or word underneath), Participants were able to win prizes for knowing the significance of these cap liners -- example: Sleeman Cream Ale; red cap with number 64, refers to page 64 of Great Grandfathers receipt book where the receipt is found.

4 Sleeman Brewery (continued) Results: The program was implemented for 5 consecutive years building on the success of the previous year. In year 5, participants turned in over 40,000 bottle caps. The Fun Team visited 70 locations, achieving exposure to over 120,000 people and interacting directly with 80,000. Media impressions averaged 100,000 listeners each week Four years later, people are still collecting the caps, and asking when it will start again! Sleeman Brewery was recognized by MADD (Mothers Against Drunk Drivers) for their promotion of Water on the water, beer on the pier. Testimonials: This is a great program and the consumer responds very well to it. -- John Sleeman, President Sleeman Brewery I am still filling a bag with those caps. -- Brian Denato, Orangeville I rarely kept beer at the cottage, now, since I started saving those caps, I always have a case of Sleeman available for guests. -- Oliver Bush, Muskoka Friends now know if they are bringing beer to my place, only bring Sleeman so I can add to my cap count. -- Paul Waddel, Barrie

5 Shell Nautilus (Ontario) Objectives: To introduce a new line of engine oil specifically designed for marine engines To educate consumers that the engine warranty is still valid using this product To educate consumers of the environmental benefits of this product over the competition To heighten environmentally considerations and conscientious decision-making Target Audience: Boaters with any type of boat engine Marinas Program Overview: The Voice of Boating: A 16 weekend summer sponsorship program was developed utilizing television, radio, high profile on-site promotion, and a decaled boat. Media includes live radio marine reports with an introduction and a 30 sec brand sell, as well as TV marine reports with an intro and promo spots, throughout the day. The slogan Don t be mean, keep our waterways clean is used. A promotion team visited various boating and cottage hot spots distributing educational material and product samples. As part of the on-site program, an interactive card game requiring proof of purchase of a participating sponsor ( i.e. Shell Nautilus Marine Oil) provided a chance of winning immediate prizes.

6 Shell Nautilus (continued) Results: 70 marinas/events visited with total exposure to 150,000 visitors. Over 8,000 boaters particpated in the interactive card game Media reached an audience of 750,000 people per week during the program Testimonials: This is the best program we have ever run. John Birchall -- Manager of Lubricants, Shell Canada Since you gave me that sample it is the only product I ever use. My enormous Johnson hardly smokes at all any more. -- Cory Mah, Boating Enthusiast, Orillia I went out and bought some of that oil, just so I had a chance of winning. -- Ed Medved, Boating Enthusiast, Lake Couchaching We are not a Shell dealer but we use that Nautilus product now in all of our oil changes. -- Ron Sattler Orchard Point Marine We have become a Shell Dealer in part because of the great exposure that Voice of Boating program gives the product. -- James Laimer, Blondies by the Bay

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