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Canadian Tire conducts Olympic campaign

Canadian Tire of Toronto has begun a new advertising campaign tied to the upcoming Olympic and Paralympic Games in South Korea. The campaign is an extension of the company's ongoing "We All Play for Canada" initiative. It consists of television and digital advertising featuring Canadian athletes including Wayne Gretzky, Jonathan Toews, Connor McDavid, Hayley Wickenheiser and Rick Hansen. The TV commercial, called "Tap," focuses on the hockey tradition of tapping the stick as a sign of respect and sportsmanship. The intent is to encourage viewers to support Canadian athletes.

As part of the campaign, Canadian Tire will also resume its "Red Door" promotion, a traveling component at which consumers can offer their support to Canadian athletes directly. The tour will also include a "Golden Stick" which consumers can tap to symbolize their support.

"We want to bring everyone into the action," said Eva Salem, vice-president of marketing at Canadian Tire. "Our athletes are competing for us, so the thought of being there for them is incredibly powerful."

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