Apple/ Roots promo

as part of its annual back-to-school marketing program, Apple Canada is running a joint promotion with Roots Canada.The promotion will see brochures for Apple's back-to-school 'Save a Bundle on a Bundle' discount offer displayed in 50 Roots stores across Canada.In return,...

as part of its annual back-to-school marketing program, Apple Canada is running a joint promotion with Roots Canada.

The promotion will see brochures for Apple’s back-to-school ‘Save a Bundle on a Bundle’ discount offer displayed in 50 Roots stores across Canada.

In return, Apple will attach 425,000 coupons for a 15% discount on Roots products to Apple product brochures distributed by the computer company’s 300 authorized dealers.

As well, Roots is selling a limited number of T-shirts, advertising the ‘Save a Bundle’ program.

David Wright, Apple’s vice-president of marketing, says the joint promotion, which runs until Sept. 26, ‘gives both [companies] an opportunity to reach potentially new customers.’

Apple says the program’s $2-million ad budget is the most it has ever spent on a fall campaign.

The campaign includes radio, and print ads in Montreal, Toronto and Vancouve as well as billboards in the greater Toronto area.

The print buy includes national and local daily newspapers and lifestyle-focussed publications and features two print inserts.

Apple Canada’s in-house marketing team, along with its agency-of-record, McKim Baker Lovick/BBDO of Toronto, developed the program.

Art direction was by Lara Palmer, with copywriting by Judy John.

Creative directors were Stephen Creet and Michael McLaughlin.