Canadian Tire is promoting the opening of a set of new specialty and fishing shops in Ontario, B.C., Alberta, Quebec and Nova Scotia with a print and radio campaign by MediaCom Canada and Taxi. The shops are opening now, with the last scheduled to launch in late May.

The campaign was launched in partnership with the Ontario Federation of Anglers and Hunters to gain credibility with the target of men aged 25 to 55 who are avid anglers and hunters and is the first time Canadian Tire has zeroed in on the group, Darren Clarke, ECD, Taxi, tells MiC.

“Given the controversial nature of these sports there has been reluctance to target them directly, until now,” he says.

Running until November, the campaign will appear in the Ontario Federation of Anglers and Hunter’s magazine, Ontario Out of Doors, as well as on its TV and radio properties, Hunter and Angler TV and Hunter and Angler radio.