Canadian Tire has placed 1,500 hockey sticks in downtown Winnipeg in a public relations initiative tied to the return of NHL hockey to the Manitoba capital.
The hockey sticks, each branded with the Canadian Tire logo and the words “Welcome Home,” were scattered around Winnipeg’s downtown this morning. Passersby were free to take the sticks.
The project was conceived and executed with the help of Toronto-based social marketing agency North Strategic.
Liz Hamilton, associate vice-president of retail communications for Canadian Tire, said the company was looking for a quick and creative way to add to the festive mood that has swept Winnipeg since the NHL announced earlier this week that the Atlanta Thrashers franchise would relocate there. Winnipeg has been without an NHL team since 1996, when the Jets franchise moved to Phoenix.
The stunt has already generated earned media coverage, including an article in the Winnipeg Free Press. Hamilton said Canadian Tire has also been filming the reaction of Winnipeggers as they find the sticks and will post video footage on its Facebook and YouTube pages.
Canadian Tire also plans to place an ad welcoming the NHL back to Winnipeg in the Free Press this weekend.
