Canadian Tire Corporation, Toronto, Ontario, Canada: Canadian Tire's Celebration of a Century

Written essay of up to 525 words

Total 514 words used.

Last year was like none other for Canadian Tire Corporation (CTC), marking Canadian Tire Retail’s (CT) much anticipated 100^th anniversary. This presented the perfect opportunity to bring employees, Dealers, executive alumni, board members and top vendors together to celebrate like never before at the Celebration of a Century (COAC). 

This once-in-a-lifetime birthday celebration brought the past, present and future of CT together to enjoy a two-hour, star-studded, high-energy show, featuring iconic Canadian celebrity guests, including four-time Grammy Award winner Michael Bublé, complimentary food and beverage, prizes and more at the Coca-Cola Coliseum in Toronto on October 3, 2022. 

CT pulled out all the stops to celebrate this momentous occasion: 

• Partnered with HR and senior leadership to create a comprehensive guest list and determine attendance eligibility among employees supporting CT. 
• Developed an extensive communications plan to ensure guests received timely and relevant information, paired with detailed seating plans and maps for suites, reservable floor seating and general admission. 
• Flew in employees from across Canada and provided accommodations for the celebration.  
• Collaborated cross-functionally and with external partners to produce a memorable, three-act show honouring the past, celebrating the present, and looking toward the future of CT.
• Created memorable red carpet pre- and post-show VIP receptions where guests enjoyed an elevated experience with entertainment and cocktail-style food and beverage.   

The execution of such a large-scale event involved many moving parts:   

• 15 communications were deployed in English and French over two months prior to the event. With an extensive guest list came the need for different communications streams, each requiring unique messaging and channels. 
• Nearly two years of planning executed over six days of set up at Coca-Cola Coliseum to create a custom stage, display 50+ branded signage items throughout the venue, and place branded light-up bracelets on seats to be synchronized with lighting elements during the show. 
• COAC was hosted by award-winning Canadian Jann Arden. Canadian comedian Ali Hassan hosted the in-show prizing opportunities throughout the three-act show, providing comedic commentary in both English and French. 
• Performances and appearances from Canadian stars, including Michael Bublé, Blue Rodeo, Deborah Cox, Darryl Sittler, and Chris Hadfield. 

The objectives of COAC were simple: Connecting employees and stakeholders to CT’s 100^th birthday celebrations, and to create lasting memories for all guests.  

• Connecting stakeholders to CT’s birthday celebrations:
  • 40+ personalized happy birthday messages recorded and played throughout COAC from special guests, athletes, and celebrities, including Ryan Reynolds, Dan Levy, Marie Mai, Kardinal Offishall, and more. 
  • Three live remote segments to CT stores across the country, acknowledging the impact our employees have on communities across Canada. 
  • 86% of guests surveyed felt more connected to CT’s 100^th birthday than before COAC.​

• Drive positive brand affinity and create lasting memories for all guests:  
  • 4,400+ employees, Dealers, vendors, and special guests from across Canada attended. 
  • 94% of survey respondents felt COAC made them proud to be an integral part of CT’s success over the years. 
  • 80% of employees surveyed in the annual engagement survey believe in our Brand Purpose that We are Here to Make Life in Canada Better, up 7 points from 2021. 

• Canadian Tire Corporation, in partnership with Birch River Productions and Candice & Alison