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

Essay of up to 525 words

Total 523 words used.

In 2022, Canadian Tire (CT) launched its new Brand Purpose: We Are Here to Make Life in Canada Better. 2022 also marked CT’s 100th Birthday (CT100), setting the stage for the Canadian Tire Christmas Trail (Trail) to return for a third season. Born out of a desire to safely bring the magic of Christmas to Canadians during the pandemic, the immersive, interactive drive-along experience returned in 2022 with a new purpose, strategy, and look. 

The holiday season presented CT with clear goals – build brand affinity while defending its position as Canada’s Christmas Store (CCS), garner further awareness of CT100, all while fighting to maintain the relevance of a drive-through experience in a post-pandemic world. 

When reimagining the Trail, the strategy was informed by first-person survey-data and stakeholder analysis of key audiences: General Public, Media and Influencers, Employees and Canadian Tire Jumpstart Charities (Jumpstart). The data indicated a prevailing consumer appetite to attend the Trail and reaffirmed its ability to deliver on the primary objectives – build brand affinity and defend CT’s position as CSS. To ensure the Trail successfully capped off the biggest year in company history, key elements of the Trail were adapted to provide stakeholders with an elevated experience, such as:

• Updating the ticket strategy based on customer feedback to a bi-weekly rollout on Sundays creating more equal opportunities to secure tickets;
• Developing further registration enhancements including a revamped ticketing site, ticket transaction queue system, ticket confirmation emails, dedicated email alias and an updated FAQ page.
• Adapting the media/influencer approach to improve relevance and account for competing events while modifying the social strategy to align with evolving platform algorithms and industry trends;
• Planning seven exclusive employee days to ensure more corporate employees could experience the Trail;
• Creating a one-of-a-kind experience for 40+ kids from local Boys and Girls Clubs in the Jumpstart network, which included transportation through the Trail, an on-site meal, activities and toys delivered by Santa.

Updated 2022 Trail designs included: 

• Christmas Market guarded by live nutcrackers, featuring decorated huts, a moving merry-go-round, skating rink and Ferris wheel;
• A vintage CT store decorated in tribute to CT’s 100-year legacy with accurate signage replicas;
• A glowing red beacon resembling Rudolph’s nose placed on each car guiding guests through Magical Gates to the North Pole, only activated with Christmas cheer;
• And a photo with Santa and his elves that was emailed to guests immediately following their visit.

Results were confirmed by quantitative data collected through a post-event survey and coverage analysis. Year over year results were calculated through comparison of 2021 data. The six-week event completely sold out thanks to awareness generated by top tier earned media coverage (86 pieces of standalone feature coverage 95% increase YoY), highly branded, organic influencer content (2.2M engagements and video views 148% increase YoY), and a standout event experience that generated positive reviews from guests (94% of guests were extremely likely to recommend the Trail and 88% said they would return). The activation successfully reinforced CT’s Brand Purpose and affirmed its position as Canada’s Christmas Store (69% stated the Trail increased their perception of CSS) while increasing attendance in 2022 by 14% YoY.

Acknowledgements

Brand Communications

• Stephanie Nadalin, Vice President, Communications, Canadian Tire Corporation  
• Libby Stunt, Associate Vice President, Brand Communications, Canadian Tire Corporation  
• Harriet Renshaw, Manager, Brand Communications, Canadian Tire Corporation  
• Jessica Leroux, Advisor, Brand Communications, Canadian Tire Corporation 
• Gage Knox, Advisor, Brand Communications, Canadian Tire Corporation  
• Michelle Jones, Specialist, Brand Communications, Canadian Tire Corporation 
• Courtney Flanagan, Specialist, Brand Communications, Canadian Tire Corporation 
• Maddy Gardner, Co-op Student, Brand Communications, Canadian Tire Corporation 

Brand Experience:  

• Elliot Abish, Manager, Brand Experience, Canadian Tire Corporation 
• Nathalie Nahas, Advisor, Brand Experience, Canadian Tire Corporation  
• Kodie Richardson, Advisor, Brand Experience, Canadian Tire Corporation 
• Luke Sinclair, Advisor, Brand Experience, Canadian Tire Corporation 
• Leeana Benkoe, Advisor, Brand Experience, Canadian Tire Corporation
• Mackenzie Carroll, Specialist, Brand Experience, Canadian Tire Corporation 
• Emily van Dop, Manager, Events, Canadian Tire Corporation 
• Isobel Medel, Senior Advisor, Events, Canadian Tire Corporation 
• Stefani Gurovski, Advisor, Events, Canadian Tire Corporation 
• Erin Wilson, Specialist, Events, Canadian Tire Corporation   
• Allison Thompson, Advisor, Events, Canadian Tire Corporation
• Jaskeet Lalli, Coordinator, Events, Canadian Tire Corporation

Employee Communications:  

• Michelle Ghandour, Associate Vice President, Employee Communications, Canadian Tire Corporation  
• Cathy Kurzbock, Manager, Employee Communications, Canadian Tire Corporation  
• Sarah Ferguson, Advisor, Employee Communications, Canadian Tire Corporation
• Rida Ahmed, Specialist, Employee Communications, Canadian Tire Corporation
• Nicole Crocker, Co-op Student, Employee Communications
• Cynthia Roberts, Administrative Assistant, Employee Communications, Canadian Tire Corporation 
• Victoria Kasaic, Coordinator, Internal Communications, Canadian Tire Corporation 

Films: 

• Jay Gordon, Manager, Content and Channels, Canadian Tire Corporation  
• Erin Graham – Producer, Creative Services, Canadian Tire Corporation  
• Sean O’Neill, Creative Lead, Creative Services, Canadian Tire Corporation