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Building Brand Awareness for Canadian Tire

Canadian Tire Brand Awareness Activation at the National Figure Skating Championships

Canadian Tire has been steadily building brand awareness with consumers with an impressive event marketing strategy – and Tigris has been happy to help! We began working with the iconic national retail chain in early 2012 and have supported a diverse range of events from Nascar races and PartSource promotions in Ontario, BC & Saskatchewan as well as SportChek events in association with the NHL.

As a title sponsor for the National Figure Skating Championships, Canadian Tire had an exclusive opportunity to build brand awareness by engaging fans in a multitude of ways including the popular money machine, “worlds” contest entry and an autograph signing with participating athletes. In exchange for their time, the fans had the chance to receive flavoured lip balm, hand warmers (perfect for watching the skaters!) and of course, Canadian Tire coupons.

Contributing to Canadian Tire’s Brand Awareness with Strategic Event Marketing Opportunities

In order to execute this event, Canadian Tire secured a team of 5 events staff including onsite event management, from Tigris Personnel, to coordinate the games and ensure a smooth execution. There were more than 12,000 interactions over 3 days and 25,000 items given away. What an amazing brand awareness opportunity for Canadian Tire!

This is Canadian Tire’s first year teaming up with Skate Canada as a title sponsor of the National Figure Skating Championships in Toronto. While our events staff were only onsite for the tail end of the competition, the brand awareness program ran from Jan. 13-20, 2013. Canadian Tire as a company is a huge supporter of children and sports, perhaps best known for funding Jump Start for underprivileged kids – so all of the money raised goes directly to the cause.

For more photos from this event, check out the photo gallery of our website. We look forward to another amazing year of events with Canadian Tire and are proud to be contributing to their brand awareness.

Serena Holmes
Serena Holmes
Serena Holmes (formerly Schwab) is the President & CEO of Tigris Incorporated. She is a Broadcast Journalism graduate from Ryerson University. She began working in events in 2000 and started with Tigris as an events staff in 2004, was promoted to management and later accepted partnership. Serena took over operations of the company in 2008. Since that time the roster has tripled and the company continues to grow at a healthy pace. Some keynote clients include Rogers, Motorola, GTAA, CHIN Radio, Appleton Rum and many others. Google PLus Profile:

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