Features Canadians Saying, "Bring it On ^TM" to Everyday Jobs and Joys

TORONTO, March 18 /CNW/ - Canadian Tire today launched a fully integrated, new consumer campaign designed to position the Company as Canada's authority for fulfilling the jobs and joys of everyday life in Canada.  Featuring consumers facing daunting tasks and saying, "Bring it On", the campaign replaces the current "For Days Like Today" creative that has been in place since 2008.

"The tone of the 'Bring it On' campaign is authentic, enthusiastic and comes straight from the sentiments of everyday Canadians," says Rob Shields, Senior Vice President of Marketing.  "The campaign is far edgier than some of our more sentimental campaigns and gets straight to the heart of why Canadians love shopping at Canadian Tire.  You have to live in Canada to understand our lifestyle in Canada - and nowhere is more credible than Canadian Tire to find the solutions for all your everyday jobs and joys."

The new campaign features Canadians saying, "bring it on" to the everyday realities of everything from repairing a yard ravaged by winter, barbecuing in the rain, camping with the family, painting a drab den or spring cleaning the house or car.

The 'Bring it On' campaign is launching on Saturday, March 19^th with a 60 second television commercial that will set the tone for the campaign, followed by a series of shorter, product or seasonal-specific commercials.  The television campaign is supported by a 360-degree marketing effort, including the Company's weekly flyer that is sent to more than 11 million Canadian households, print, radio, online, outdoor, in-store events and in-store signage.  A leading-edge social media component will encourage, engage and continue the conversation with Canadians through mobile devices, CanadianTire.ca and Facebook.

Canadian Tire spent six months with consumers evaluating its unique selling proposition for Canadians and what Canadian Tire's ultimate competitive differentiator is.  With an 89-year history, 485 retail outlets and as one of Canada's most shopped general merchandise retailers, serving 180 million customers a year, the company is uniquely viewed as a core provider of the tools, products and services necessary to living everyday life in Canada. 

Further, consumers noted that life in Canada is different from anywhere else in the world.  Our weather, our culture, our values and our habits are unique.  Canadian Tire used this insight to create a campaign that celebrates life in Canada and demonstrates that Canadian Tire is uniquely positioned to help Canadians with the jobs and joys of everyday life.

About Canadian Tire Corporation

Canadian Tire Corporation, Limited (TSX: CTC.a, CTC), is one of Canada's most shopped general retailers with 485 Canadian Tire stores across the country. Our core retail and automotive operation is strengthened by PartSource, an automotive parts specialty chain; Canadian Tire Petroleum, one of the country's largest independent retailers of gasoline; Mark's "Clothes That Work," a leading retailer of men's, women's and work apparel; and Canadian Tire Financial Services, which has issued over four million Canadian Tire MasterCard credit cards. More than 58,000 Canadians work across Canadian Tire's organization from coast-to-coast in the enterprise's retail, financial services and petroleum businesses.