Radio Shack birthday blitz

For six weeks beginning March 25, Radio Shack will blitz Canadians with the news that it is a quarter of a century old.Radio Shack, which is known as Tandy in the u.s. and Australia, set up shop here 25 years ago...

For six weeks beginning March 25, Radio Shack will blitz Canadians with the news that it is a quarter of a century old.

Radio Shack, which is known as Tandy in the u.s. and Australia, set up shop here 25 years ago in April.

Laurie Ross, vice-president of marketing with Radio Shack Canada, says the Barrie, Ont.-based retailer will take advantage of the anniversary to raise consumer awareness through a mixed-media ad campaign.

Ross says the campaign is still in development, but says she is considering tv and radio, together with Radio Shack’s core advertising medium – flyers.

Twice monthly, the 1,500-store chain drops flyers at 11 million households across the country.

Radio Shack typically uses tv only during the year-end holiday season, but Ross, who spent five years in marketing at Canadian Tire before joining Radio Shack in 1992, says she would like to begin using tv on other occasions.

‘I’m of the opinion broadcast has a role to play in our advertising that is not just Christmas-driven,’ she says.

Radio Shack spends about $2.5 million annually on tv advertising, and several times that amount on flyers and catalogues.

Toronto ad agency Vaughn Whelan & Partners will create the anniversary campaign.

Radio Shack handles its print advertisng in-house.

As well, J. Gottheil & Associates of Don Mills, Ont. is behind a new in-store point-of-purchase and merchandising program that Radio Shack is gradually introducing in its company-owned stores across the country.