PLAY HELPS LAUNCH ROADSIDE ON REQUEST NATIONALLY

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.