Coca-Cola Canada will kick off the 114th annual Canadian National Exhibition in Toronto with free admission for a predicted opening-day crowd of more than 200,000.
Busboards created by cne shop of two years, McKim Baker Lovick/BBDO, will promote Coca-Cola Day and the several other Bonus Days scheduled for the 20-day fair, which runs from Aug. 19 to Sept. 7.
Value-added promotions that give visitors more for their money are part of the three-year marketing strategy that began last year.
David Marskell, cne director of marketing, says this strategy has also included a change in advertising and programming to appeal to those aged 25-49.
As with last year’s campaign, the message stresses the diversity of the fair, along with the tagline, ‘The Ex, More Than the Midway,’ to appeal to the older crowd.
Radio and tv spots get under way this week with print scheduled to start on the opening day.
Marskell says the biggest change in this year’s advertising is the creation of a cne guide book.
The 48-page booklet will be distributed to 1.4 million Toronto-area households this week.
An added-value promotion, such as gate and midway discounts, is planned for each day of the Ex.
Daily promotions include one-price Thursdays during which gate admission of $22 also provides unlimited access to rides. Every Friday after 7 p.m. admission is half-price.
On opening day, Coca-Cola will have the gate well trademarked and will be handing out 90,000 plastic sports bottles that can be filled with Coke at a special price all day.
Sampling will take place at Coke’s booth in the food building.
Other corporate sponsors getting involved include ibm, which has created the computer software program for the new hands-on information kiosks set up throughout the grounds.
Wintario is providing free admission for seniors every Monday through Friday and is setting up a seniors’ centre in the music building.
The lottery is also hosting a Bonus Day and will be handing out Wintario tickets to the first 10,000 people through the gate.
On Aug. 25, the cne celebrates Canada’s birthday with help from the Royal Bank. Booklets that offer $125 worth of value at the Ex on Aug. 25 will be sold at Royal Bank locations for $1.25. Admission at the gate on that day is $1.25.
Details of two other Bonus Days, Aug. 31 and Sept. 1, will be released later.
