HBC leveraging auspicious date

In the approach of once-in-our-lifetime 7-7-7, the venerable department store chain spied an opportunity to make like Cupid.

Lucky in love? No, MiC isn’t being nosy – just reporting on a fun promo timed for July 7, 2007. That’s the day when some 38,000 superstitious Canadian couples are reportedly registered to wed – hedging their matrimonial bets by tying the knot on 7-7-7.

To get in on the connubial action, the Hudson’s Bay Company is partnering with Signature Vacations in a ‘Lucky in Love’ contest. Customers who purchase $100 or more from the Bay’s wedding registry will be eligible to win a one-week, all-inclusive vacation for two at the Barcelo Bavaro Palace resort in the Dominican Republic.

All creative and media work for the promotion was handled in-house by HBC. Advertising was limited to a single placement last week in the Vancouver, Edmonton, Calgary and Toronto editions of Metro. But in-store, Bay and Home Outfitters outlets across the country are featuring posters, signage, flyers and PA announcements until the lucky (for some) day. The contest is also being promoted on HBC’s website.