Canada Life has partnered with Canadian Tire Financial Services to launch a new direct mail campaign developed by PLAY. The campaign is complimented by a DRTV campaign developed by Northern Lights.
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PLAY helped Colio Estate Winery’s launch a new line of VQA wines called Girls’ Night Out. It was the most successful VQA launch for LCBO in 2008 and "Girls Helping Girls" charity, which assists second-year female students in financial need is benefiting from its success.
For every bottle sold – 10,000 cases in LCBO stores since July of 2008 – 25 cents was donated to the charity which helps young women at George Brown, Niagara, St. Clair and Loyalist colleges, A cheque for $28,605.75 was presented to Colleges Ontario President Linda Franklin at a special Girls’ Night Out event held at Buff Nail Lounge In Toronto this week.
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PLAY is now the Agency of record for Reid’s Heritage Homes, one of
Ontario’s largest builders and an industry leader in environmentally
responsible construction. Reid’s is one of the first builders in Canada
to build a LEED Platinum home. One of its communities includes
geothermal standard on every home. PLAY had rebranded all Reid’s
coastal communities along Lake Huron and Georgian Bay under a campaign
called “Live like you’re on vacation every day”. The campaign uses
radio, local and major daily newspapers, outdoor, events and soon a new
web site.
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PLAY is helping Canadian Tire launch Roadside on Request nationally
including making product cards available at cash register displays
across Canada. The brand, developed by PLAY last summer, did
extraordinarily well in test markets. Available for $1.99 per month
with service charged at a flat rate of $39.95 if you ever need service,
the product an industry breakthrough. Under the positioning, "Roadside
assistance for people who don’t like paying for it" the campaign
includes direct marketing to Canadian Tire Options MasterCard®
cardholders and in-store displays.
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PLAY founder and President Brian Torsney has been chosen to join the
board of Burlington's Joseph Brant Memorial Hospital Foundation. "I
hope to bring my brand building experience to help the hospital secure
the funding it needs to serve a growing community", says Torsney who
grew up in Burlington, which is also home for PLAY's head office.
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