Family, Bay do promo

Family Channel and The Bay have teamed up to give the department store's credit card customers the chance to win one, three or 12 months of the pay-tv service for one cent and one of 10 trips for four to Walt...

Family Channel and The Bay have teamed up to give the department store’s credit card customers the chance to win one, three or 12 months of the pay-tv service for one cent and one of 10 trips for four to Walt Disney World Resort in Florida.

Bay cardholders who spend more than $100 (excluding taxes) on their October Bay Card statement get five Bay Card Dollars, a scratch-and-win card for one cent Family Channel viewing and a contest entry form for the Walt Disney holiday.

Dennis Kwasnicki, Family Channel’s vice-president of sales and marketing, says his service went for the cross-promotion with The Bay because the store’s demographics are right for his service.

And Kwasnicki says because The Bay has an extensive tv buy planned for this fall, this should enhance Family Channel’s awareness.

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The Bay has two 30-second spots for all major markets featuring impersonator and comic Rich Little, color inserts in major dailies, in-store posters and p-o-s displays and Bay staff promotional ribbons.

Barry Agnew, The Bay’s vice-president of sales promotions, calls the Family Channel cross-promotion ‘a unique value-added reward’ for a market cluttered with essentially the same point reward programs.

The special promotion is not available in Quebec, New Brunswick, p