Made-in-Canada promotional push breaks July 29, positioning Staples as
TORONTO, July 26, 2013 /CNW/ - Staples Canada, the leader in office
supplies and Canada's largest internet retailer, announces today the
launch of an integrated advertising campaign based on the popular
platform "It's the most wonderful time of the year." The campaign, set
to the Christmas classic recorded in 1963 by Andy Williams, features 30
and 15-second television commercials, 30-second radio ads, in-store
signage, 15-second cinema preview spots and social media activities.
The campaign reinforces Staples as Canada's back-to-school experts.
"More Canadians turn to Staples for back-to-school shopping than any
other retailer," says Steve Matyas, president of Staples Canada. "The
campaign illustrates our position as Canada's back-to-school experts
while celebrating the fun side of the season. We're proud that we
transform our stores into back-to-school havens for customers. This
campaign illustrates how much we love being there when customers need
The TV commercials begin in a Staples backroom with two young associates
gazing anxiously at each other and the clock. As the clock strikes
twelve, the associates issue a clarion call that kick-starts the
transformation of the storefront into a wild celebration with confetti,
flapping laptops, dancing customers and products streaming out of a
piñata. The commercial ends with the two associates satisfied in
helping customers find solutions to their back-to-school needs.
Created by MacLaren for the Canadian market and placed by MediaCom, the
television campaign begins airing July 29 on English and French
national and regional networks, and continues for a six-week period
ending on September 7. A four-week radio blitz starts in early August
and includes a creative play on the rush to get back-to-school lists
completed. Staples Canada has also devised a multifaceted social media
program tied to a broader digital campaign in partnership with Crucial
Interactive that includes robust digital media buys through sites like
blogher.com, espn.com and techrader.com. There will also be in-store
signage and preview spots at more than 157 theatres and 1,500
individual screens across the country.
"We've created a truly integrated campaign for back-to-school," said
Sandy Salmon, director of advertising for Staples Canada. "We're using
all of the channels available to explain to shoppers exactly why we're
the leader in back-to-school and how that benefits them in terms of
ease of shopping, value and product variety."
Staples Canada is the official leader in back-to-school in Canada in
terms of sales and product selection.
Follow the conversation on Twitter @StaplesCanada #GoingBack
MEDIA SNEAK PEEK
Television spots: http://youtu.be/aGuVlmPbd8A
About Staples Canada
Staples, Canada's largest office products company is committed to
providing Canadians with a wide choice of office services and products.
Serving all types of business - from the small home office to large
enterprise - Staples makes it easy for customers to operate their
offices efficiently and affordably by offering an extensive selection
of office supplies, technology, electronics and office furniture as
well as business services, including computer repair and maintenance,
and copy and print services. Operating as Bureau en GrosMC in the
province of Quebec and Staples Canada in all other provinces, the
company employs over 15,000 associates at 330+ stores and at their head
office in Richmond Hill, Ontario. Ranked as one of Canada's top ten
Canadian companies in Marketing Magazine's Marketing/Leger 2011
Corporate Reputation Survey, Staples/Bureau en Gros is dedicated to
offering customers the highest level of service, whether they choose to
shop in-store, by catalogue or online. Staples Canada/Bureau en Gros
also is invested in a number of corporate giving programs that actively
support environmental, educational and entrepreneurial initiatives in
Canadian communities from coast to coast. Visit www.staples.ca for more information, or visit us on Facebook and Twitter.
Image with caption: "Staples Canada celebrates back to school with a twist on the iconic "It's the most wonderful time of year" advertising campaign. (CNW Group/Staples Canada Inc.)". Image available at: http://photos.newswire.ca/images/download/20130726_C9812_PHOTO_EN_29308.jpg
SOURCE: Staples Canada Inc.
For further information:
For interviews, media resources or further information:
Valerie Outmezguine, Public Relations Specialist, Staples Canada
905.737.1147 x 2426 / firstname.lastname@example.org
Alessandra Saccal, Head of Communications Canada, Staples Canada
905.737.1147 x 2363 / email@example.com