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Experience Marketing Program at Rogers Cup :: LCBO’s “Deflate the Elephant”


A Unique Experience Marketing Initiative

Tigris proudly teamed up with another agency partner to create and staff a “Serve Responsibly” experience marketing program. The program was geared towards delivering the LCBO’s ‘Deflate the Elephant’ message, to prevent drinking and driving, in a fun and interactive way. Simultaneously, this engagement also prepared fans for tennis action on the way to the Rogers Cup while celebrating the  great matches on the way back to Downsview Station.

Tigris booked a team of 10 confident and enthusiastic brand ambassadors for a true experiential marketing campaign including 2 stationary events staff at Rexall and 4 bus hosts for each shift. The Rexall staff helped guide fans to and from the Shuttle to the Stadium. The interactive bus hosts were responsible for giving fans the VIP treatment by formally greeting them while they boarded the shuttles, relaying interesting and fun tennis facts as well as LCBO party hosting tips while in transit. The bus hosts also had swag and prizing to give away to fans, who had successfully answered trivia questions, when they departed the shuttle.

The Goal of the Innovative Experience Marketing Campaign

The goal of the experience marketing campaign was for fans to leave with a memorable experience that connects to the campaign messaging: DRINKING AND DRIVING SHOULD NEVER BE THE ELEPHANT IN THE ROOM. SPEAK UP. YOU COULD SAVE A LIFE. Drinking and driving is a sensitive but important issue that the LCBO wanted to address and they thought Rogers Cup, being such a high volume and high profile event, was the perfect platform to work with.

Check out the website for additional information: Over the course of the 6 days of the Rogers Cup tournament, close to 7000 fans took advantage of the complimentary shuttle.  What an innovative and amazing experience marketing campaign for Tigris’ brand ambassadors to be a part of!

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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