Pet Valu conducts Unleash Your Pack Power promotion
Pet supplies retailer Pet Valu of Toronto has begun a new promotion called "Unleash Your Pack Power." The initiative takes the form of a series of events featuring television personality Cesar Millan. The national tour will consist of in-store events in Toronto, Calgary, Winnipeg, Victoria, and Richmond, BC. At each event, Millan will sign autographs and copies of his book, Cesar’s Rules, have his photo taken with consumers and their pets, and sell magazines and DVDs. The promotion also includes an in-store contest. In Toronto and Calgary, winners will receive one of the first 25 places in line to meet Millan, while in Richmond and Victoria, winners will receive a Bosley's gift card. At the events in Toronto and Calgary, a draw will be held for two tickets to the "Cesar Millan Live" show that will take place in each city this month. The promotion is being supported with social media activities, as well as direct mail and print advertising in the Toronto Star, The Globe and Mail, the Calgary Herald and the Winnipeg Free Press. The direct mail and advertising components are being handled in-house, while brand activities are being conducted by Brand Momentum and public relations are being conducted by The Siren Group. "We're excited to partner with Cesar for this tour, which communicates that Pet Valu is a resource for pet care and nutrition solutions," said Julie Johnston, marketing vice-president at Pet Valu. "These in-store events are fun, engaging brand experiences for consumers."