EnRoute

Air Canada and Rickard’s seek Canada’s top bars

Promotion in enRoute magazine connects beer brand to top pubs in cities across Canada

EnRoute, Air Canada‘s in-flight magazine, is on the hunt for Canada’s most beloved bar with the launch of SayCheers.ca, a website that lists more than 100 of the country’s favourite drinking spots.

Developed in partnership with Rickard’s and executed by Spafax Canada (publisher of enRoute), the site catalogs bars and pubs that represent the best in local culture, as selected by a panel of enRoute editors and contributors.

From now until Sept. 8, Canadians are invited to visit the site and vote for their favourite, with the winning establishment set to receive a full-page spread in enRoute’s December issue as part of the publication’s feature on Canada’s Favourite Bars.

Voters also have the chance to win dinner and drinks for themselves and 10 friends at a party to be hosted at a nominated bar closest to the winner.

According to Nino Di Cara, executive vice-president of content marketing at Spafax, the idea to launch the program was largely driven by Rickard’s. The Molson Coors-owned brand and Air Canada partner was inspired by enRoute’s annual “Canada’s Best New Restaurants” issue, and its corresponding site, EatAndVote.com.

“They had seen what we were doing with Canada’s Best New Restaurants and wondered what we could do in a similar way to help create an association between Rickard’s and premium food and drink,” Di Cara said.

“This idea of identifying Canada’s favourite bars provides a really excellent service to Air Canada customers as they travel from city to city, and also helps to reveal bars in your home city that you might not be aware of. It’s a really good editorial proposition for readers and obviously for Rickard’s. It creates a fantastic association with these top bars.”

Rickard’s and enRoute are promoting SayCheers.ca across Air Canada, enRoute and Rickard’s social channels, and have supplied nominated bars with tent cards to display in an effort to drum up votes.

SayCheers.ca launched July 14. EnRoute worked with Rickard’s creative agency, Rethink, on the execution. MEC is handling the media buy.

 

 

 

 

 

Brands Articles

Saputo sells its bakery division to Canada Bread for $120 million

Deal in line with company's plans to become more competitive in new food categories

Why employee engagement needs to top the CMO’s agenda in 2015

And, how it will enhance competitiveness/profitability

Canada’s Hottest Ads: A very foodie November

...with a light dusting of holiday cheer

McDonald’s marketing misery

Markus Giesler on the chain's identity crisis and why it's becoming increasingly irrelevant

BlackBerry harkens back to “CrackBerry” heyday

Waterloo, Ont.-based company introduces new smartphone model with familiar features

Hudson’s Bay hires new CEO

Former Toys R Us chairman and CEO takes the reins, Richard Baker remains chairman

Country Style chooses Tag Franchise for rebrand

New branding expected to roll out next year

MasterCard’s ‘priceless’ holiday giveaway

The brand had a big surprise for Calgary charities