Given the commotion created by Toronto’s FUSE Marketing to introduce Rogers home phone in Newfoundland, it’s no wonder all 1,700 free concert tickets were snapped up in the first 24 hours. What concert? The Labour Day Great Big Bash at Glacier Arena in St. John’s, featuring Great Big Sea and Joel Plaskett.
With FUSE handling all elements of the brand activation campaign, print ads have been running in the St. John’s Telegram, while radio co-promotions blare on local stations VOCM, K ROCK and HITZ, offering 50 VIP tickets and a grand prize to meet the popular band, as well as a CD library. Posters and flyers were created for all Rogers and partner stores. As well, online elements include a contest to win VIP seating and backstage access, with current Rogers customers being sent an email blast offer to win 100 prize packs. Media buys were done by MBS, and the Siren Group is handling PR. Both agencies are based in Toronto.
‘Our goal was to raise awareness that Rogers home phone is launching (in the province), and to forge an experiential link with the St. John’s and Mount Pearl communities,’ says FUSE SVP/GM Stephen Brown. ‘Our program demonstrates that Rogers understands the community and will build goodwill with both existing and potential customers by offering an experience that is relevant to them.
‘We have also partnered with a local charity to dial up community involvement,’ he adds, explaining that concert-goers are being asked to bring edible donations for the Community Food Sharing Association of St. John’s. As well, co-branded merchandise will be sold at the event, with all proceeds going to the charity.
