BOUCHERVILLE, QUEBEC, Aug 11 (MARKET WIRE) --
RONA inc. (TSX: RON), the largest Canadian retailer and distributor of
hardware, renovation and gardening products, has launched nine new TV
ads, featured during the Beijing 2008 Olympic Games broadcast. The ads
are part of RONA's campaign showcasing its unique contribution as a
National Sponsor of the Canadian Olympic and Paralympic teams and
National Partner of the Vancouver 2010 Olympic and Paralympic Winter
Games. Based on four theme pillars - athletes, sustainability, venues and
promotions - the campaign highlights RONA's commitment to creating
sustainability programs for the community in the context of its Olympic
partnership.
"Everyone at RONA is living the Olympic spirit and we hope to inspire all
Canadians as well," said Michael Brossard, RONA's Senior Vice President
of Marketing. "Through our TV ads and promotional activities showcasing
our community involvement, our dedication to sustainability and the
support we provide to Canadian athletes we're looking to spread the
positive effects of the Games across Canada."
ATHLETES
Three of the spots showcase Canadian athletes supported by RONA through
its "Growing with our athletes" program, where athletes receive financial
support to help offset living, training and competition expenses. The
ads, featuring swimming world champion Brent Hayden, cross country skiing
gold medalist Chandra Crawford and synchronized swimming team captain
Marie-Pierre Gagne, depict their lives as Olympic athletes but also
highlight their passions outside of sport. Through the documentary-style
vignettes we learn that Brent is a photographer at heart, Chandra is an
avid yoga practitioner and Marie-Pierre is a proud Montrealer.
SUSTAINABILITY
Another TV clip showcases the RONA Vancouver 2010 Fabrication Shop, which
was recently introduced through a first ad. A woodworking facility for
the Vancouver 2010 Olympic and Paralympic Winter Games, the Fab Shop is
also host to a community-based training program providing carpentry
skills training and supported job experience to individuals who have yet
to successfully enter the workforce. The newest ad focuses on one of the
Shop's first cohort graduates, Joshua Prince, who is staying on board to
train the next round of participants coming through the program. Joshua
reminds us about the importance of getting a second chance in life.
Another spot depicts the RONA Olympic Volunteer Program, where 100 RONA
employees will be selected to act as volunteers at the 2010 Winter Games
while still receiving a salary from RONA during their participation.
VENUES
To highlight RONA's contribution in helping build the Vancouver 2010
Winter Games, an ad showcases the Hillcrest/Nat Bailey Curling Centre in
Vancouver, which was entirely built from RONA-supplied Forestry
Stewardship Council-certified (FSC) lumber.
PROMOTIONS
Three spots showcase in-store promotional events taking place during the
Beijing 2008 Olympic Games. Canadian consumers visiting RONA stores will
also feel the Olympic spirit alive and well as various Olympic-themed
promotions will be taking place. Consumers will be able to support
Canadian athletes through donations to the "Own the Podium" and RONA's
"Growing with our athletes" programs. Fans will be able to learn more
about the "Growing with our athletes" program and obtain updates on the
performance of RONA-supported athletes in Beijing by visiting
athletes.rona.ca.
Finally, another TV spot to air during the Beijing 2008 Olympic Games
broadcast will focus on the importance of leaving a sound environmental
legacy for the younger generation by showcasing the new RONA ECO line -
cleaning products that are more respectful of the environment than other,
similar traditional items through an approach based on life cycle
assessment.
About RONA
RONA is the largest Canadian distributor and retailer of hardware, home
renovation and gardening products. RONA operates a network of close to
700 corporate, franchise and affiliate stores of various sizes and
formats. With over 27,000 employees working under its family of banners
in every region of Canada and more than 15 million square feet of retail
space, the RONA store network generates over $6.3 billion in annual
retail sales. For more, please visit rona.ca.
Contacts:
Media: RONA inc.
Eva Boucher-Hartling
Director, External Communications
514-599-5900, ext. 5114
eva.boucher-hartling@rona.ca
Financial Community: RONA inc.
Stephane Milot
Senior Director, Investor Relations
514-599-5951
stephane.milot@rona.ca
Copyright 2008, Market Wire, All rights reserved.
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