Canadian Tire Corporation, Toronto, Ontario, Canada: Canadian Tire Christmas Trail

Essay of up to 525 words

Total 511 words used.

Canadian Tire’s (CT) brand purpose is to be there for the jobs and joys of life in Canada – no matter what life looks like. Building off the success of the 2020 Canadian Tire Christmas Trail (the Trail) and the uncertainty surrounding the 2021 holiday season, CT saw the opportunity to help even more Canadians celebrate the season safely. In 2021, the Trail, a one-of-a-kind, interactive drive-along Christmas experience, returned for a second year with more magic and more talent, hoping to reach even more hearts and minds than the season before. Guests who attended the Trail in 2020 were invited to complete a post-event survey. With a 40% response rate, the survey revealed findings that would help shape the 2021 Trail strategy, including: 

• 98% of guests said they would return; 
• 65% stated the Trail increased their perception that CT is Canada’s Christmas Store; 
• Qualitative Feedback such as: 
  • “Canadian Tire’s Christmas Trail was such an amazing experience. In light of everything going on in the world, this was such a silver lining for 2020.” 
  • “Our family would be thrilled if we could make it a yearly tradition for our family to attend the Trail.”  

This positive response presented the business opportunity to further increase brand affinity amongst customers in 2021 and following the conclusion of the 2020 Trail, planning for 2021 began immediately. CT’s objective remained consistent – continue to build brand affinity and defend its position as Canada’s Christmas Store. Reinforcing experience elements that resonated and correcting those that didn’t were key to 2021’s success:

• Updating the ticket strategy to weekly releases to provide guests with more opportunities to secure tickets and media the chance to cover the Trail throughout its duration;
• Priority access for Triangle loyalty members to buy tickets through a unique access code;
• More days active and more timeslots equated to a larger donation to Jumpstart through 100% of ticket proceeds;
• Additional days exclusively for CT employees;
• A comprehensive microsite and email alias for streamlined communication.

Meanwhile, updated 2021 Trail designs included:   

• Milk and cookies served from a giant gingerbread house;
• Mrs. Claus in a ‘Canadiana Cabin’ reading her favourite Christmas story;
• Santa’s Workshop featuring toy-building, painting and wrapping stations complete with North Pole village storefronts;
• 12-foot Christmas snow globes featuring a live ballerina;
• A larger-than-life advent calendar including a matching game;
• And a safe photo moment with Santa and his elves in a new location.

In the end, the Trail achieved six consecutive weeks of ticket-sellouts, thanks to awareness generated through earned media coverage (199 media stories, 87MM impressions 213% increase YoY) and organic influencer content (1,100+ pieces of content, 2.57MM impressions 70% increase YoY). CT was successful in reaching more guests by welcoming 24,000+ guests, including 3,800+ employees 13% increase in total guests, 72% increase in employee attendance YoY. Ultimately, the Trail built brand affinity as 95% of guests who completed the 2021 post-event survey stated they would recommend the Trail to friends and family, while 68% felt the Trail increased their perception of CT as Canada’s Christmas Store.

External Communications

• Stephanie Nadalin, Associate Vice President, External Communications, Canadian Tire Corporation 
• Cathy Kurzbock, Manager, External Communications, Canadian Tire Corporation  
• Harriet Renshaw, Advisor, External Communications, Canadian Tire Corporation 
• Jessica Leroux, Advisor, External Communications, Canadian Tire Corporation
• Gage Knox, Advisor, External Communications, Canadian Tire Corporation  
• Michelle Jones, Specialist, External Communications, Canadian Tire Corporation 
• Courtney Flanagan, Specialist, External Communications, Canadian Tire Corporation 

Events:  

• Sandra Mancini, Manager, Events, Canadian Tire Corporation 
• Toni Masci, Manager, Community Events, Canadian Tire Corporation  
• Elliot Abish, Senior Advisor, Events, Canadian Tire Corporation 
• Nathalie Nahas, Advisor, Events, Canadian Tire Corporation 
• Isobel Medel, Advisor, Events, Canadian Tire Corporation  
• Erin Wilson, Specialist, Events, Canadian Tire Corporation
• Kodie Richardson, Advisor, Events, Canadian Tire Corporation 
• Mackenzie Carroll, Coordinator, Events, Canadian Tire Corporation 
• Stefani Gurovski, Specialist, Events, Canadian Tire Corporation 
• Emily van Dop, Manager, Events, Canadian Tire Corporation 

Employee Communications:  

• Michelle Ghandour, Associate Vice President, Employee Communications, Canadian Tire Corporation  
• Ashley Lewis, Manager, Internal Communications, Canadian Tire Corporation  
• Cynthia Roberts, Administrative Assistant, Employee Communications, Canadian Tire Corporation  

Films: 

• Jay Gordon, Manager, Creative Production, Canadian Tire Corporation 
• Erin Graham – Producer, Creative Services, Canadian Tire Corporation  
• Jonathan Perry, Digital Content Specialist, Creative Services, Canadian Tire Corporation  
• Sean O’Neill, Videographer and editor, Creative Services, Canadian Tire Corporation