Agency: Target Marketing and Communications Inc Authors: Terry Small, Noel O'Dea, Tom Murphy, James Jung, Richard Nelson, Jenny Smith, Donna McCarthy, Laurelyn Priestley and Mark Peters

Irving Cruisin' to Win campaign

Advertiser: Irving Oil Ltd.
Awards: Events & Seasonal - Gold

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): June 2003 – August 2003.
Start of Advertising/Communication Effort: June 02 2003.
Base Period for Comparison: June 2002 – August 2002 (same-store retail sales figures).

In the summer, promotions flood the market, as gasoline outlets and their convenience stores try to attract traffic. But these promotions do little to differentiate themselves.